On June 11th, the Indonesian government officially issued the "Minister of Trade Regulation No. 19 of 2026," replacing the original "E-commerce Management Regulation No. 31 of 2023." The new regulation sets out five core requirements: increasing exposure of local goods, enhancing platform transparency, clarifying operator legality, strengthening consumer rights protection, and regulating promotional activities using AI.

Among them, Article 5 "Regulating AI Use" has attracted much attention. In recent years, there has been a phenomenon in Indonesia's cross-border circle where a large amount of AI is used to generate product copy in batches, automatically place advertisements, and even virtual anchors live streaming sales. The new regulation aims to reduce misleading consumers and false publicity by AI. At present, two major Indonesian e-commerce platforms have submitted letters to the Ministry of Trade, indicating that they will implement the new regulations.

As the largest e-commerce market in Southeast Asia, Indonesia's e-commerce transaction scale is expected to reach 57.7 billion US dollars by 2025. At the same time, Malaysia is drafting a new e-commerce bill, and Vietnam is also revising the "E-commerce Law" to strengthen the supervision of emerging business forms such as live streaming sales. Industry analysis believes that global e-commerce is experiencing a compliance reshuffle, and compliance will become a competitive barrier. Chinese cross-border sellers need to shift from an extensive model to localized, branded, and compliant operations.

Source: NetEase Business