Products with geographical indication have massive potential to be a nation’s flagship commodities in local and international trades. It could be caused for specific reputation, superior quality, specific characters due to geographical environment factors (nature, humans, and combination both of them). Therefore, it is a great importance to provide special protection for goods or products that fall into the GI category. A flagship’ commodity from Bangka Belitung Islands, white pepper is a registered geographical indication with the name of Lada Putih Muntok (Muntok White Pepper). This brand name was created by Bangka Belitung Islands Province’s Pepper Management, Development, and Marketing Agency (BP3L). A legal protection by using a flagship commodity has a flagship commodity, this protection effort has a tremendous role in environmental preservation. Through this normative paper, this study attempts to convey the nature of geographical indication, the substance of the existing regulations, and their relation to environmental preservation, especially the relation between the geographical indication of pepper and the environment of Bangka Belitung Islands Province. This qualitative study employed literature review for data collection, with statutory rules and regulations as the primary data. Two approaches used were statute approach and conceptual approach. From the result of the research found that there is a relationship between geographical indications and environmental factor, including Lada Putih Muntok. With the approval of a geographical indication, there is obligation that must be carried out by the government and the community, namely maintaining reputation. One way to maintain reputation is to maintain the quality of the environment in the area.