Greenwashing in Electric Vehicle Advertising: A Paradox of Eco-Friendly Choices?

Gaol, Heru Saputra Lumban and Christanta, Hadrian and Anggung, Simon Pierre (2026) Greenwashing in Electric Vehicle Advertising: A Paradox of Eco-Friendly Choices? In: International Conference and The 8th International Student Colloquium 2026, 6 June 2026 - 6 June 2026, Yogyakarta.

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Abstract

The electric vehicle market is currently growing rapidly in Indonesia. Indonesian Automotive Industry Association (GAIKINDO) reports that electric vehicle sales from January to September 2025 reached 55,225 units, an increase of 43,188 units compared to 2024. This growth coincides with rising consumer awareness of environmental sustainability and consumer environmental rights. However, the practice of greenwashing has emerged, creating a false illusion of eco-friendly products through misleading advertisements and promotions. This issue becomes even more complex in Indonesia, as low literacy levels make consumers less critical of environmental claims in advertisements. This research aims to critically examine the euphoria of electric vehicle advertising and its reality in relation to consumers’ rights to accurate and honest information, as guaranteed by Law No. 8 of 1999 on Consumer Protection (Consumer Protection Law), reinforced by Law No. 32 of 2009 on Environmental Protection and Management (UUPPLH), and the Indonesian Advertising Ethics Code. Using the Critical Legal Studies (CLS) approach, this study critically analyzes the effectiveness of existing legal frameworks in regulating greenwashing practices, particularly in electric vehicle advertisements claiming “zero emission” without transparent data sources. The findings indicate that there is currently no specific regulation governing greenwashing practices within Indonesia’s legal system. Existing provisions remain general and insufficient to provide adequate legal protection for consumers. The implications of this research indicate the need for the establishment of specific regulations governing greenwashing practices, the enhancement of consumer literacy, and the enforcement of advertising ethics that ensure information transparency in the promotion of environmentally friendly products.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	K Law > K Law (General) K Law > KZ Law of Nations
Divisions:	Faculty of Law > Department of Law
Depositing User:	HERU SAPUTRA LUMBAN GAOL
Date Deposited:	14 Sep 2026 04:45
Last Modified:	14 Sep 2026 04:49
URI:	http://repository.ubaya.ac.id/id/eprint/51267

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