Halal Advertising on Facebook: A Case Study of Health and Beauty Products in Malaysia

Azmin Azliza Aziz (), Nurliana Md Rahin and Norhazwani Mohamed Asri
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Azmin Azliza Aziz: University of Malaya
Nurliana Md Rahin: University of Malaya
Norhazwani Mohamed Asri: International Islamic College

A chapter in Management of Shari’ah Compliant Businesses, 2019, pp 177-192 from Springer

Abstract: Abstract Nowadays, many businesses utilize social media such as Facebook, Twitter, and Instagram to advertise their products and connect with their customers. This includes the local health and beauty product companies which is one of the fastest-growing businesses in Malaysia. Notably, in order to advertise their products on social media, advertisers are obliged to adhere to the guidelines issued by the government authorities such as the Malaysian Communications and Multimedia Commission (MCMC), Ministry of Health Malaysia, and Jabatan Kemajuan Islam Malaysia (JAKIM). Nevertheless, some advertisers simply ignore the guidelines. Hence, this case study explores five characteristics of Halal advertising in the context of the Malaysian health and beauty product industry, by carrying out a content analysis on Facebook advertisements of a local health and beauty product company in Malaysia. The findings show that the advertising practices do not fully fulfil the five characteristics, indicating that despite the product is Halal certified, the advertising practices are not 100% Shariah compliant. This study is significant and contributes to the body of knowledge as this is the first case study examining the advertising practices of local health and beauty products on Facebook in Malaysia from an Islamic perspective.

Keywords: Halal advertising; Health and beauty; Case study; Content analysis; Facebook (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-10907-3_16

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