You’ve done everything right—or so you think. You’ve booked top influencers, set up catchy Instagram Reels, and even crafted a viral TikTok challenge to launch your new cosmetic or medical device. The buzz is building, the excitement is real, and your product looks poised to take off. But wait—there’s a catch. In Indonesia, even the flashiest social-media launch can quickly backfire if your product registration isn’t airtight.
Here’s why influencer hype alone won’t save you from regulatory pitfalls.
1. Claims Without Clearance Are a Legal Minefield
Influencers love catchy buzzwords—terms like “anti-aging miracle,” “instant glow,” or “hospital-grade” are proven crowd-pleasers. But here’s the thing: the BPOM Directorate of Cosmetic Surveillance keeps a sharp eye on unverified or exaggerated claims. If your product doesn’t have a valid Notifikasi Number, every promotional post could be considered misleading advertising.
What’s worse? Competitors or vigilant consumers can report your campaign, triggering investigations and even legal action. That influencer hype? It can quickly turn into regulatory headaches if your claims aren’t backed by official clearance.
2. Instant Viral = Instant Scrutiny
In Indonesia, a viral social media post isn’t just good news—it’s an invitation to regulatory oversight. BPOM has significantly increased its online media monitoring, collaborating directly with platforms like TikTok and major marketplaces.
The message is clear: unregistered products are not welcome in the digital marketplace. One viral, unlicensed post can lead to:
- A formal investigation by BPOM.
- Suspension or banning of your distributor’s social media accounts.
- Seizure or destruction of your product inventory.
So that TikTok challenge or influencer endorsement that skyrockets overnight? It could also be the reason your launch hits a regulatory dead-end.
3. Halal and Claims Are More Than Just Buzzwords
Got halal certification from Malaysia? Unfortunately, that won’t cut it in Indonesia. For cosmetic products, you must have approval from Indonesia’s MUI Halal Council to legally advertise halal claims. This is a strict, non-negotiable local requirement many brands overlook in their influencer campaigns.
And if you’re launching a medical device, foreign clinical trial data often won’t satisfy Indonesian authorities. The Ministry of Health may require bridging studies that reflect local population characteristics and environmental conditions before allowing you to claim “clinically proven” benefits.
Don’t Let Social Media Buzz Outpace Regulatory Compliance
Launching your product with influencers and viral content is an exciting strategy—but without a rock-solid registration, your campaign risks collapse. Regulatory authorities in Indonesia are watching, ready to act on unregistered claims or misleading promotions.
To avoid losing the momentum you worked so hard to build, make sure:
- Your product registration with BPOM or the Ministry of Health is complete and approved before launch.
- All claims in influencer posts are fully supported by official clearance.
- Halal certifications and clinical data meet Indonesian standards, not just international or neighboring country benchmarks.
At INSIGHTOF, we help you register your cosmetic and medical device products in Indonesia in full compliance with local regulations. With our expert support, you can enter the market with confidence and focus on growing your brand. Contact us to get started!
Do you need assistance registering your product in Indonesia?
Contact us today to start your registration process.
