Ever had your expectations not match up to reality? Like when you open a can of cookies or snacks that looks big, but there’s not as much inside as you thought.
During Ramadan and ahead of Eid al-Fitr, snacks are a must have on the guest table. However, a mix of disappointment and a bit of laughter often arises when opening the packaging for the first time. It’s not because the product is bad, but perhaps because we had set our expectations too high.
This phenomenon caught the attention of IPB University academic Prof Megawati Simanjuntak, who reminded us of the importance of understanding the limits of packaging strategies as well as consumers’ rights to honest and transparent information.
Prof Mega explained that psychologically, consumers tend to judge the contents based on the size of the packaging. “If the can is big, we automatically expect it to be full. That’s a very natural reaction,” she said.
However, she said, from a consumer protection perspective, the main reference is the objective information on the label, especially the net weight.
“As long as the net weight matches what is stated and there is no hidden information, it is not necessarily a violation of the law,” said the Professor of Behavior and Consumer Protection at IPB University.
According to her, the problem often lies in the gap between visual expectations and the actual contents of the product. If the packaging design creates an exaggerated impression, for example, disproportionate illustrations or layouts that make the contents appear more abundant, this has the potential to be considered misleading.
“Conversely, if all information is clearly and transparently stated, then it is more appropriate to call it a matter of perception, not a legal violation,” she emphasized.
Prof Megawati emphasized that packaging is not merely a promotional tool, but a medium of communication between producers and consumers. Transparency is key so that consumers are not merely enticed by visual appeal. Information such as net weight and quantity should be easily visible, and product images should not create exaggerated expectations.
Practices in Japan
She cited practices in Japan, which are known to be more realistic in displaying product visuals. “The photos on the packaging are usually very close to the actual shape and size of the product. When opened, the appearance is more or less the same as in the picture. This approach maintains consumer confidence because what they see before buying is indeed what they get,” she explained.
This is in line with the mandate of Law Number 8 of 1999 concerning Consumer Protection, specifically Article 4 concerning consumers’ rights to accurate, clear, and honest information, as well as Article 7, which requires business actors to provide transparent information.
Although the inclusion of net weight is already a basic protection, he believes that product communication needs to be easier to understand. “Not all consumers are accustomed to reading grams or comparing prices based on weight. Therefore, product communication is not enough to just comply with regulations, but must also facilitate understanding,” she said.
She emphasized the importance of a balanced approach between education and regulation. “The public needs to be more critical in reading labels and comparing contents rationally. On the other hand, regulations must ensure there are no truly misleading practices, while still allowing room for innovation by businesses. With this balance, the food industry can continue to grow, and public trust remains intact,” she concluded. (AS) (IAAS/KQA)
