Keaslian Pemakai Label Ubi Cilembu di Kabupaten Sumedang

This study aims to analyze legal protection for consumers against the misuse of the Ubi Cilembu label, referring to Law Number 8 of 1999 concerning Consumer Protection. Ubi Cilembu is a distinctive product from Sumedang Regency that has obtained a Geographical Indication (GI) certificate. However, many business actors misuse this label by marketing similar products that do not meet the required standards, misleading consumers and economically harming authentic farmers while also damaging the product's reputation. This research employs an empirical juridical approach with a descriptive-analytical method, examining legal provisions and their implementation in the field using both primary and secondary data. The findings reveal that although consumer protection is regulated under Articles 4, 7, 8, and 62 of the Consumer Protection Law, its enforcement still faces obstacles such as weak market supervision, low public awareness, and the absence of a regional regulation (Perda) specifically governing the protection of Ubi Cilembu authenticity. The circulation of counterfeit Ubi Cilembu has had negative economic and social impacts on farmers in Sumedang. The selling price has dropped due to competition with fake products, reducing farmers' income. Additionally, the product's damaged image has lowered consumer trust and threatened the preservation of authentic Ubi Cilembu.

Keywords: Consumer protection, Ubi Cilembu, Counterfeit labeling