Principles and procedure of advertising in the context of Shariah

Abstract

The paper looks at the principles and practices of advertisement in the light of Shariah, stressing that its ethical limits must be honored according to the Islamic law. It acknowledges the media as a potent tool for advertising businesses but also considers its potential ill effects on society. Shariah does allow advertising as a means to increase trade, but it has to be within the limits of ethics and not against the religious boundary lines. Some of such issues which have appeared in modern-day advertisement include exaggeration, lying, advertisement of obscenity, and advertising unlawful or harmful products. The paper argues that exaggeration of the characteristics of a commodity misled the consumer and violates principles of Islam. Claims about the attributes of a commodity, which are often deceitful in advertisement, are consequently furthered as something unethical because they will disrupt the basis of trust and harm the social fabric. Moreover, advertisement contents using obscene imagery have been criticized for especially ruining the moral fabric of society, especially among young people. The paper also condemns promoting forbidden things in Islam, such as gambling and liquor, even when referred to as cooperation with sin. The Quranic authoritative book strictly forbids any involvement in such practices. Shariah-compliant advertising promotes restraint and has a minimalist approach, with no intention of advancing luxury and decadence. The lavished expense on advertisements is also subject to scrutiny since it would inflate the prices and consequently burden the consumer. So, ethical advertisements in consonance with Islamic practice should promote products truthfully and avoid obscenity and well-being of community. It concludes with a call to those in the advertising industry to uphold moral responsibility, as, while promoting business is required, it shall be performed within the boundaries of Shariah so as not to harm the society and have spiritual consequenc.