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e ultimate objective (Hatcher, L., 1994 & Usmani, M.I.A., 2006 ). Hence the rules of the Islamic economic system heavily guard the consumer against any unlawful, immoral or exploitative behavior of other forces in the market. For this purpose the shariah has set limits on the behavior of organizations when they sell their product. Consequently, advertising appeals such as sexist images and nudity are considered immoral, and unethical.

 

Shariah’s Stance on Advertising

An advertisement is found to be offensive on the type of appeal and the manner of presentation. Objections include use of sex or fear, and silliness of presentation (Greyser, 1972). These emotions can lead to general consumer irritation (Sin & Cheng 1984). Sexuality in advertising creates high attention value (LaTour, 1990); but sometimes excessively offensive advertisements will generate a physiological arousal response and corresponding negative cognition (Belch et al.) especially towards those advertisements that adopt sexual appeals or nudity. Several studies have found that advertisers can maximize the involvement and persuasiveness of an advertisement via the use of a fear appeal (al. N. e., 1999). But the use of fear appeal may “expose a person against one's will to harmful or seriously offensive images” (al. H. e., 1993).

 

Experiencing offensive advertising on the web may negatively affect consumers' buying decisions. Ford et al. (1997) hypothesized a model to examine female response to portrayal of offensive sex roles in advertising. The model suggested that potentially offensive advertisements damaged company image and are proportional to the purchase intention of the consumer. Once the customer feels uneasy or has a negative impression of the advertisement, he or she might not buy the products of the companies that are perceived to use offensive advertisements.

 

Prophet Muhammad (PBUH) said,“You are not better than people with red or black skins unless you excel them in piety.” Once a Bedouin asked the Prophet Muhammad (PBUH) “When would the Hour (Doomsday) take place?” Prophet Muhammad (PBUH) replied, “When honesty is lost, then wait for the Hour (Doomsday).” Bedouin said, “How will that be lost.” Prophet Muhammad (PBUH) said, “When the power or authority comes in the hands of unfit persons, then wait for the Hour (Doomsday)”

 

As evident from this hadith there is no leverage for lying in Islam. Lying could be in the form of hiding defects in your product form the seller, or exaggerating characteristics in order to convince the buyer. (Rice, G., 1999)So advertisements that exploit consumers by cashing out on consumer vanity, sex appetite, and envy and tell lies about the product are not shariah compliant.

 

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