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

In: Management of Shari’ah Compliant Businesses

Author

Listed:
  • Azmin Azliza Aziz

    (University of Malaya)

  • Nurliana Md Rahin

    (University of Malaya)

  • Norhazwani Mohamed Asri

    (International Islamic College)

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.

Suggested Citation

  • Azmin Azliza Aziz & Nurliana Md Rahin & Norhazwani Mohamed Asri, 2019. "Halal Advertising on Facebook: A Case Study of Health and Beauty Products in Malaysia," Management for Professionals, in: Ezlika M. Ghazali & Dilip S. Mutum & Mamunur Rashid & Jashim U. Ahmed (ed.), Management of Shari’ah Compliant Businesses, pages 177-192, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-10907-3_16
    DOI: 10.1007/978-3-030-10907-3_16
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    Cited by:

    1. Md. Obaydul Hoque & Abdur Rakib Nayeem & Muhammad Kamruzzaman & Mohd. Nazri Ahmad & Wan Nasyrudin Wan Abdullah & Mst. Fatema Akter, 2020. "The Impact of Halal (Islamic) Advertisement in Youtube on Malaysian Rich Food International Brands," International Journal of Publication and Social Studies, Asian Economic and Social Society, vol. 5(2), pages 189-197, June.

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