Konten Viral Menghasilkan Cuan, tapi Sudah Aman HKI Belum?
Pernahkah materi promosi atau karya digital Anda meraih atensi luas hingga viral di media sosial? Jumlah penonton menembus puluhan ribu, jenama makin dikenal, dan transaksi bisnis pun bertumbuh secara signifikan.
Bagi perempuan pelaku UMKM, pencapaian tersebut tentu sangat membanggakan. Kendati demikian, di tengah laju popularitas digital tersebut, timbul pertanyaan mendasar yang patut direnungkan: apakah seluruh aset digital dan merek usaha Anda sudah memiliki kepastian perlindungan hukum?
Peringatan penting ini disampaikan oleh Ketua Bidang HKI Wanita Persahi (Perhimpunan Sarjana Hukum Indonesia) sekaligus Wakil Ketua Komisi Intellectual Property ICC Indonesia, Tjut Sjahnaz Zahirsjah, melalui video edukasi pada akun TikTok miliknya, @tjutsjahnazofficial.
Tjut Sjahnaz Zahirsjah, Ketua Bidang HKI Wanita Persahi & Wakil Ketua Komisi IP ICC Indonesia.
Viral di media sosial memang impian banyak kreator, tapi mengabaikan aspek legalitas adalah bumerang bagi karya Anda. Lindungi HKI Anda sebelum konten dibagikan secara luas!
Video Edukasi: Ibu Tjut Sjahnaz mengingatkan risiko di balik konten viral dan pentingnya mengamankan aset HKI sejak awal.
Ibu Tjut menegaskan bahwa dalam menjalankan digital marketing, pelaku usaha sejatinya tidak hanya menawarkan produk atau jasa. Setiap hari, pelaku usaha turut membentuk portofolio kekayaan intelektual: merancang identitas jenama, memproduksi foto katalog dan video, menyusun desain visual, menentukan musik latar, hingga merangkai slogan unik.
Seluruh karya promosi tersebut beririsan langsung dengan instrumen Hak Kekayaan Intelektual (HKI) atau Intellectual Property (IP).
Peta Perlindungan Aset Digital dalam Praktik Usaha
Merek Dagang (Trademark): Memberikan hak eksklusif atas identitas komersial usaha, mencakup nama dan logo jenama, agar reputasi bisnis tidak ditiru atau didaftarkan secara sepihak oleh pihak lain.
Hak Cipta (Copyright): Mengamankan karya orisinal hasil kreasi, seperti konten video, foto produk, desain grafis promosi, naskah, serta aransemen musik.
IP Management & IP Personality Rights: Mengatur tata kelola aset intelektual serta perlindungan hak atas persona digital demi kelancaran monetisasi usaha saat skala bisnis makin berkembang.
Risiko Hukum pada Konten Kolaboratif
Kekeliruan yang kerap terjadi di kalangan pelaku usaha adalah mencurahkan fokus semata-mata pada capaian viralitas konten, namun abai menelusuri keabsahan hak ciptanya.
Potensi risiko sengketa kian meningkat manakala pembuatan konten melibatkan pihak ketiga, seperti pekerja lepas (freelancer), agensi periklanan, pemengaruh (influencer), atau saat mengutip materi audio-visual dari internet.
Apabila tidak ada perjanjian tertulis yang menegaskan pengalihan hak (transfer of rights) atau lisensi resmi, maka hak cipta secara yuridis tetap melekat pada pembuat karya semula. Akibatnya, ketika bisnis berkembang pesat, pengusaha rentan berhadapan dengan somasi atau gugatan pelanggaran hak cipta yang berpotensi merugikan modal, waktu, dan kredibilitas jenama.
Pelajaran Kasus Denza vs. BYD: Memahami Asas First to File
Kerentanan kehilangan hak atas aset bukanlah kekhawatiran tanpa preseden. Ibu Tjut Sjahnaz menyoroti sistem pendaftaran merek di Indonesia yang menganut asas First to File (pendaftar pertama). Artinya, perlindungan hukum diberikan kepada pihak yang pertama kali mengajukan permohonan pendaftaran merek secara sah kepada Direktorat Jenderal Kekayaan Intelektual (DJKI), bukan kepada pihak yang mengklaim telah menggunakannya paling lama.
Contoh nyata tampak pada sengketa merek Denza antara pelaku usaha lokal Indonesia melawan produsen kendaraan listrik global, BYD. Pelaku usaha lokal telah mendaftarkan nama Denza sejak 2023, sedangkan pihak prinsipal baru mengajukan pendaftaran pada 2024.
Peristiwa ini menjadi pengingat tegas bagi para perintis usaha. Sebagus apa pun reputasi bisnis yang Anda bangun di media sosial, ketiadaan sertifikat resmi membuat posisi hukum Anda lemah. Jangan biarkan jenama yang dibangun lewat dedikasi dan modal usaha bertahun-tahun beralih tangan hanya akibat keterlambatan menuntaskan prosedur administratif.
“Pendaftaran HKI bukan beban birokrasi, melainkan fondasi sekaligus pagar pelindung—investasi preventif demi menjamin kelangsungan usaha dalam jangka panjang.”
Tiga Langkah Preventif Melindungi Usaha
Periksa Basis Data Merek: Lakukan penelusuran melalui Pangkalan Data Kekayaan Intelektual (PDKI) DJKI guna memastikan nama serta logo usaha Anda belum terdaftar atas nama entitas lain.
Daftarkan Sejak Dini: Hindari menunda pendaftaran hingga skala usaha membesar. Legalitas yang kokoh merupakan fondasi utama sebelum bisnis diekspansi.
Tertib Masa Berlaku: Pahami bahwa perlindungan merek berlaku selama 10 tahun dan wajib diperpanjang sebelum masa berlakunya berakhir. Pastikan pula kontrak kemitraan kerja sama kreatif selalu terdokumentasi secara tertulis.
Digital marketing membuka pintu bagi produk Anda untuk menjangkau pasar secara luas, namun HKI adalah instrumen yang memastikan hak ekonomi atas aset tersebut tetap berada dalam genggaman Anda.
Pegang teguh prinsipnya: Viral boleh, aman HKI harus!
We have all seen it happen—or dreamed of it happening to our own brand. A single reel takes off, the algorithm does its magic, notifications blow up by the minute, and that sudden surge in attention turns into cold, hard cash.
For any founder—especially women pouring everything into growing their small businesses—it is the ultimate validation. But once the adrenaline settles, there is an uncomfortable question that most entrepreneurs avoid until it is too late: do you actually own the creative work and the brand name driving all that growth?
That is the exact reality check veteran IP attorney Tjut Sjahnaz Zahirsjah—Head of the Intellectual Property Division at Wanita Persahi and Vice Chair of the IP Commission at ICC Indonesia—is putting front and center on her TikTok channel, @tjutsjahnazofficial.
Tjut Sjahnaz Zahirsjah, Head of IP Division at Wanita Persahi & Vice Chair of IP Commission at ICC Indonesia.
Watch: Ibu Tjut Sjahnaz breaks down why chasing viral fame without IP protection is an accident waiting to happen.
As Ibu Tjut points out, when you market online today, you are doing a whole lot more than selling products or pitching services. Without realizing it, you are building an entire balance sheet of intangible property: your business name, your logo, your product shoots, edited reels, graphics, curated background tracks, and the taglines people quote back to you.
Every single one of those assets falls under the umbrella of Intellectual Property (IP)—and if you do not lock them down, someone else easily can.
What Digital IP Actually Covers (In Plain English)
Trademarks: The legal padlock on your commercial identity—your brand name, logo, and signature slogans. It stops competitors and opportunistic squatters from riding your coattails or registering your name out from under you.
Copyright: Automatic protection over your original creative output—everything from your promotional videos, catalog photos, and design templates to scripts and custom audio tracks.
IP Management & Personality Rights: The legal groundwork for managing who can use your name, face, voice, and brand likeness, ensuring you can monetize cleanly as the business scales.
The Collaboration Trap Most Founders Walk Right Into
Here is where things usually go wrong: founders get so hyper-focused on feeding the algorithm and hitting vanity metrics that they never bother to check who legally holds the rights to what is on their feed.
The danger spikes the moment you work with outside help—a freelance video editor, a boutique agency, a hired creator, or even when you grab trending music and stock assets off the web without reading the fine print.
Unless you have a written contract that explicitly spells out a transfer of rights or clear commercial licensing terms, the copyright legally stays with the creator by default. Fast forward six months: your campaign goes viral, revenue hits record highs, and out of nowhere, you get hit with a cease-and-desist letter or an extortionate licensing bill. Just like that, your big breakthrough turns into an expensive legal mess.
The Denza vs. BYD Wake-Up Call: Why Speed Beats Longevity
Think this only happens in theory? Ibu Tjut points to how Indonesian trademark law genuinely works: it operates strictly on a First-to-File rule. The law does not care who came up with the idea first, and it certainly does not care who has the most followers. The exclusive rights go to whoever files the paperwork with the Directorate General of Intellectual Property (DJKI) first. Period.
Look no further than the clash over the Denza brand between a local Indonesian company and Chinese EV giant BYD. The local player filed for the Denza trademark back in 2023; BYD did not file until 2024. In the eyes of the law, priority belonged to the party that got to the registry first.
That is a loud wake-up call for growing businesses. You can have millions of views and a devoted customer base, but without that trademark certificate, your legal standing is paper-thin. You risk getting locked out of the brand you built with your own sweat and tears simply because you put off the paperwork.
“Registering your IP is never administrative red tape. Think of it as putting a fence around your house—a smart, upfront investment that protects your peace of mind for the long haul.”
Three Steps Every Founder Needs to Take Right Now
Run a Database Search: Before you spend another dollar on branding, check the DJKI’s IP database (PDKI) to make sure nobody has already claimed your name or logo.
File Early—Do Not Wait: Do not wait until your business is “big enough.” Lock in your trademark early so you actually have a safe foundation to build on.
Keep Your Paperwork in Order: Remember that trademark registrations last for 10 years and must be renewed on time. And never hire a contractor or agency without a signed agreement that hands the rights over to you.
Digital marketing gets your brand noticed; intellectual property ensures you actually get to keep the rewards of that attention.
Keep Ibu Tjut’s mantra close: Chase the viral wave all you want—just make sure your IP is locked down first.
Ikuti Edukasi Hukum Terkini Bersama Tjut Sjahnaz
Jangan lewatkan tips praktis seputar perlindungan merek, hak cipta digital, dan strategi legal bisnis. Kunjungi serta ikuti akun resminya di TikTok dan tonton seri edukasi lengkapnya!
