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Muslim consumer rights based on Islamic advertising principles

The advertising industry is one of the biggest contributors to the nation’s Gross Domestic Product (GDP) and helps the local agencies in developing the nation’s economy. However, the Islamic advertising has not been clearly discussed in the National Advertising Policy. This creates a scenario wher...

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Main Authors: Nur Hikmah Yahya,, Rosmawati Mohamad Rasit,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2019
Online Access:http://journalarticle.ukm.my/14787/1/33551-104570-1-SM.pdf
http://journalarticle.ukm.my/14787/
http://ejournal.ukm.my/islamiyyat/issue/view/1202
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spelling my-ukm.journal.147872020-06-30T00:37:03Z http://journalarticle.ukm.my/14787/ Muslim consumer rights based on Islamic advertising principles Nur Hikmah Yahya, Rosmawati Mohamad Rasit, The advertising industry is one of the biggest contributors to the nation’s Gross Domestic Product (GDP) and helps the local agencies in developing the nation’s economy. However, the Islamic advertising has not been clearly discussed in the National Advertising Policy. This creates a scenario where advertisement aired does not comply with the Muslim consumer rights as they are misleading and endangering consumer’s safety as well as overclaiming. There is also the abuse that occurred in relation to use of the halal logo and the use of models in the ads that do not meet the Sharia that can influence the behaviour of consumer, especially Muslim consumer. Therefore, this study was undertaken with the aim to examine Muslim consumer rights based on the Islamic advertising principles. The study used a descriptive qualitative approach by using semi-structured interview data collection method, while for selecting the informants it used purposive sampling. The data analysis was done using constant comparative analysis. The findings showed that there are eight important aspects in preserving Muslim consumer rights based on the Islamic advertising principles. Advertisers and consumers play an important role to this eight important aspect to safeguard the Muslim consumer rights. The findings discussed that the Islamic advertising principles help shape smart and bold Muslim consumers who are vocal enough standing for personal, cultural and religious wellbeing. The implications of this study to make those advertisers and consumers as individuals who are very meticulous about their right and responsibility in creating the market more transparent. Penerbit Universiti Kebangsaan Malaysia 2019 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/14787/1/33551-104570-1-SM.pdf Nur Hikmah Yahya, and Rosmawati Mohamad Rasit, (2019) Muslim consumer rights based on Islamic advertising principles. Islamiyyat : Jurnal Antarabangsa Pengajian Islam; International Journal of Islamic Studies, 41 (1). pp. 83-92. ISSN 0216-5636 http://ejournal.ukm.my/islamiyyat/issue/view/1202
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description The advertising industry is one of the biggest contributors to the nation’s Gross Domestic Product (GDP) and helps the local agencies in developing the nation’s economy. However, the Islamic advertising has not been clearly discussed in the National Advertising Policy. This creates a scenario where advertisement aired does not comply with the Muslim consumer rights as they are misleading and endangering consumer’s safety as well as overclaiming. There is also the abuse that occurred in relation to use of the halal logo and the use of models in the ads that do not meet the Sharia that can influence the behaviour of consumer, especially Muslim consumer. Therefore, this study was undertaken with the aim to examine Muslim consumer rights based on the Islamic advertising principles. The study used a descriptive qualitative approach by using semi-structured interview data collection method, while for selecting the informants it used purposive sampling. The data analysis was done using constant comparative analysis. The findings showed that there are eight important aspects in preserving Muslim consumer rights based on the Islamic advertising principles. Advertisers and consumers play an important role to this eight important aspect to safeguard the Muslim consumer rights. The findings discussed that the Islamic advertising principles help shape smart and bold Muslim consumers who are vocal enough standing for personal, cultural and religious wellbeing. The implications of this study to make those advertisers and consumers as individuals who are very meticulous about their right and responsibility in creating the market more transparent.
format Article
author Nur Hikmah Yahya,
Rosmawati Mohamad Rasit,
spellingShingle Nur Hikmah Yahya,
Rosmawati Mohamad Rasit,
Muslim consumer rights based on Islamic advertising principles
author_facet Nur Hikmah Yahya,
Rosmawati Mohamad Rasit,
author_sort Nur Hikmah Yahya,
title Muslim consumer rights based on Islamic advertising principles
title_short Muslim consumer rights based on Islamic advertising principles
title_full Muslim consumer rights based on Islamic advertising principles
title_fullStr Muslim consumer rights based on Islamic advertising principles
title_full_unstemmed Muslim consumer rights based on Islamic advertising principles
title_sort muslim consumer rights based on islamic advertising principles
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2019
url http://journalarticle.ukm.my/14787/1/33551-104570-1-SM.pdf
http://journalarticle.ukm.my/14787/
http://ejournal.ukm.my/islamiyyat/issue/view/1202
_version_ 1671340604767862784
score 13.211869

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