Batas Ide dan Ekspresi dalam Kemiripan Visual Kemasan Innilo terhadap Milo

The similarity of product packaging in me-too strategies raises legal concerns regarding intellectual property protection and fair business competition. This study aims to analyze the distinction between ideas and expressions in assessing potential copyright infringement involving Innilo and Milo packaging, as well as the effectiveness of layered legal protection in Indonesia. This research employs normative legal research with statutory, conceptual, and analytical approaches. Legal materials are collected through literature reviews and searches of trademark registration data from the Indonesian Intellectual Property Database (PDKI), then analyzed qualitatively using deductive reasoning. The findings indicate that copyright protects original and concrete visual expressions rather than general ideas or elements, such as colors and illustration themes. Assessing potential infringement requires consideration of originality, access to the protected work, and substantial similarity. However, layered protection through copyright, industrial design, trademark law, and unfair business competition regulations remains limited due to differences in their respective scopes and requirements. Furthermore, the absence of explicit trade dress regulation creates a legal protection gap for the overall visual appearance of product packaging. Therefore, strengthening regulations, improving trademark examination, and encouraging distinctive packaging designs are necessary to reduce consumer confusion while maintaining fair business competition.