Honesty In Islam

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5. Principles and Issues of Islamic Advertisement

By investigating the literature, it appears that most authors have very similar views on which principles should be followed to ensure Islamic advertisement. The findings in the previous chapter will be summarized in the following and presented as a compilation of principles that have their foundation in Islam and are backed by religious scripture.

5.1 Honesty and Deception

Honesty represents the most essential aspect of Islamic business (Bedouin Story, Bari Abbas), and any kind of deception is condemned. Deception entails any dishonesty about a product’s benefits, features or the need the consumer has for it. Additionally, making false claims about the product itself or its availability
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Religious scripture supports this notion and states “standout firmly for justice, as witnesses to Allah, even though it be against yourself, or your parents, or your kin, be he rich or poor” (Quran 4:135).
5.3 Prohibited goods

Products or services that are haram or forbidden in Islam should not be meddled with. (Islam Alam) These include socially sensible or controversial products that should not be advertised publicly as they are perceived as immoral by the audience. Examples include condoms, alcohol, cigarettes, contraception, undergarments, services like abortions, unconventional sexual practices (Bari Abbas) (see also AAU).
Quran takes a stance on alcohol and gambling and states: "In them is great sin and benefit for people. But their sin is greater than their benefit” (2:219). This implies that both should be avoided in order to not act sinfully. By referring to intoxicants in another passage, Quran also condemns any kind of intoxicating drugs (5:90).
There is no passage to be found that explicitly refers to tobacco, however, Quran says: “forbid them what is wrong” (7:157) and “be not cast by your own hands to ruin” (2:195), effectively banning the consumption of any harmful
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There is no passage in Islamic religious scripture that indicates that women cannot participate in business activities. However, in advertisement they are often used to promote a product they have nothing to do with, in order to enhance the attractiveness of a product (Islam Alam), mainly by showing her awra, her body parts that should not be publicly visible, i.e. any part except for her face and hands (Jawad Maghniyyah). This serves as an emotional stimulation for the audience and subconsiously increases the appeal of the product, qualifying as an exploitation. (Bari

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