T The convergence of cross-border hospitality service mark licensing and digital data management has triggered the emergence of unilateral standard-form contracts that create legal inequality. this normative juridical research examines the service mark licensing arrangements of hotel x regarding the unilateral control and commercialization of customer data by the licensor. through a descriptive analysis using a deductive-inductive approach, it is found that such data control exceeds the visual distinctive function of a mark (article 42 of law no. 20 of 2016) and suffers from administrative defects due to the absence of registration with the ministry of law and human rights. substantially, the clauses on automated extraction and perpetual data retention (article 46) are proven to constitute undue influence (misbruik van omstandigheden), violate the principle of good faith (article 1338 paragraph (3) of the indonesian civil code), and breach the personal data protection law (articles 16, 21, and 22). the violation of the objective requirement of a lawful cause (article 1320 paragraph (4) of the indonesian civil code) renders these data control clauses null and void. consequently, the management of the database must be returned to the domestic business actor as an exclusive right under the protection of law no. 30 of 2000 on trade secrets.