Legal Protection of Copyright in Digital Promotional Content Created by Micro, Small, and Medium Enterprises in Pekanbaru

Eva Nadia; Cindy Aulia Putri; Abdul Thalib; Syaiful Syaiful

doi:10.63922/ijevss.v5i03.5203

Eva Nadia Sekolah Pascasarjana, Universitas Islam Riau
Cindy Aulia Putri Sekolah Pascasarjana, Universitas Islam Riau
Abdul Thalib Sekolah Pascasarjana, Universitas Islam Riau
Syaiful Syaiful Sekolah Pascasarjana, Universitas Islam Riau

DOI: https://doi.org/10.63922/ijevss.v5i03.5203

Keywords: Copyright, Digital Promotional Content, MSMEs, Legal Protection, Pekanbaru

Abstract

The development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) in Pekanbaru to use social media, electronic commerce platforms, and other digital channels to promote their products. Digital promotional content, including photographs, videos, graphic designs, catalogues, captions, and advertisements, has economic value and may be protected as copyrighted works. However, the ease of accessing and sharing digital content has increased the risk of unauthorized copying, reproduction, modification, and commercial use by other parties. This condition may cause economic losses for MSME actors and weaken the protection of creativity in digital business activities. This study aims to analyze the legal protection of copyright in digital promotional content created by MSMEs in Pekanbaru and the efforts needed to strengthen such protection. This research uses normative legal research with statutory and conceptual approaches. The legal materials consist of primary, secondary, and tertiary legal materials obtained through literature studies and analyzed qualitatively using prescriptive methods. The results show that original digital promotional content receives automatic protection under Law Number 28 of 2014 concerning Copyright once it is expressed in a tangible form. Copyright holders have moral rights and economic rights over their promotional content. However, the implementation of protection is still constrained by limited legal awareness among MSME actors, weak documentation practices, unclear agreements with photographers, designers, or content creators, and difficulties in reporting copyright infringement on digital platforms. Therefore, strengthening copyright protection requires legal education, copyright recordation facilitation, proper documentation, written agreements regarding content ownership, and effective reporting and takedown mechanisms on digital platforms. These measures are important to provide legal certainty and protect the economic interests of MSMEs in Pekanbaru.

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