Urgency of Intellectual Property Rights Protection in Electronic Commerce

The development of digital technology has driven many rapid transformations in various aspects of life, including electronic commerce which is growing rapidly in Indonesia. The growth of electronic commerce brings new challenges to Indonesia related to intellectual property rights violations such as trademark piracy. This research aims to find out how the protection of intellectual property rights against trademark creators in the digitalization era and to find out how the implementation of intellectual property rights law in Indonesia continues to be carried out in the digitalization era. By using normative research methods, the research found that the challenges in implementing IPR protection are weak public awareness and less effective law enforcement. The Indonesian government responded by revising the law. However, better policies are needed so that protection can be stronger for creators and can protect consumers.