Indonesia’s leading bottled water brand, Aqua, has been cleared of any consumer rights violations following scrutiny over its water source claims. The National Consumer Protection Agency (BPKN) concluded that Aqua’s labeling is scientifically accurate, affirming the use of mountain spring water extracted via boreholes. While the investigation found no fault in production or labeling, BPKN recommends clearer communication to help consumers better understand the nature of water sourcing in the bottled water industry.
Key Facts & Background
- Agency involved: Badan Perlindungan Konsumen Nasional (BPKN)
- Company under review: Aqua, a brand under Danone Indonesia
- Date of closed meeting: October 28, 2025
- Key findings:
- No violation of consumer rights in production or labeling
- Water source confirmed as mountain spring, extracted via boreholes
- Label claims match scientific evidence from geological and hydrological studies
- Industry standards:
- Aqua complies with Indonesian National Standards (SNI)
- Applies over 400 quality parameters, exceeding SNI requirements
- Approved by Indonesia’s National Agency of Drug and Food Control (BPOM)
- Public concern:
- Confusion over the term “mountain spring” and method of extraction
- Misinterpretation of borehole usage as conflicting with brand claims
- BPKN recommendation:
- Improve public education on water sourcing terminology
- Consider expert review of advertising clarity
- Corporate response:
- Aqua reaffirms commitment to transparency and product quality
- Emphasizes uniform standards across all production facilities
Strategic Insights
The Aqua case highlights the delicate balance between scientific accuracy, consumer perception, and brand communication in the bottled water industry. While Aqua’s use of boreholes to extract mountain spring water is technically sound and legally compliant, the public’s understanding of such processes remains limited. This gap between technical truth and consumer interpretation underscores the importance of transparent, accessible messaging—especially for products marketed as “natural” or “pure.”
BPKN’s findings affirm Aqua’s adherence to regulatory standards, reinforcing trust in Indonesia’s consumer protection framework. The agency’s call for clearer advertising, however, reflects a broader trend: consumers today demand not just quality, but clarity. As sustainability and authenticity become key drivers of purchasing decisions, brands must ensure that their claims are not only accurate but also easily understood.
The case also sets a precedent for how regulators and companies can collaborate to resolve public concerns without resorting to punitive measures. By engaging in dialogue and scientific validation, BPKN and Aqua demonstrated a constructive approach to consumer protection—one that prioritizes education over enforcement. This model could be replicated across other sectors facing similar challenges in public communication.
From a reputational standpoint, Aqua’s proactive stance and commitment to exceeding SNI standards strengthen its position as a market leader. The brand’s emphasis on uniform quality across facilities and its openness to scrutiny reflect a mature corporate governance culture. These attributes are increasingly valuable in a competitive market where consumer loyalty hinges on transparency and trust.