The Muamalat Newsletter Vol. 1 2024

FEM eNewsletter | June 2024 44 2012). Halal products, with their distinctive fusion of business and conscience, enhance the market as commodities and become symbols of honesty, sincerity, and regard for the customer as well as the community at large in an all-encompassing approach to ethical marketing. Unethical Marketing Practices Unethical marketing practices include deception, false advertising, and exploitation of consumers’ emotions or religious beliefs for commercial gain. This could involve falsely claiming products as halal without proper certification or compliance with Islamic dietary laws. Businesses may manipulate consumers’ emotions or religious beliefs to drive sales, leading to the abuse of emotional and religious appeal in marketing (Hastings, 2004). Such practices not only deceive consumers but also undermine trust in halal brands and tarnish the reputation of genuine halal products. ◊ Deception and False Advertising: Exaggerat ed claims about the religious significance or purity of Halal products are unethical (Oniku, 2021; Shirazi, 2016). For example, implying a product is “more Islamic” than others is misleading. ◊ Exploiting Emotional Vulnerabilities: Preying on anxieties about religious obligations or social acceptance through emotionally manipulative advertising is forbidden (Shafiq, 2017). This includes portraying non- Halal products as inferior or suggesting dire consequences for not consuming Halal options. ◊ Encouraging Excessive Consumption: Marketing that promotes overconsumption or materialistic values goes against Islamic principles of moderation (Adil, 2022). This can be particularly harmful when targeting essential products like food. IR4.0: Building Trust in the Halal Market IR4.0 technologies offer a powerful toolbox for brands to embrace ethical marketing practices and build trust with Muslim consumers, especially when marketing Halal products. Here are some key benefits: ◊ Traceability and Ethical Sourcing: Blockchain technology can track the origin of materials and ingredients, ensuringcompliance with ethical sourcing principles and religious guidelines (Bux, 2022). ◊ Data-Driven Decision Making: Big data analytics can provide insights into consumer preferences and behaviors related to Halal products (Hadiguna, 2022). This allows brands to develop marketing strategies that are both effective and ethical, avoiding tactics that exploit emotional vulnerabilities. ◊ Combating Emotional Manipulation: AI-powered sentiment analysis can help identify potentially manipulative marketing messages, allowing brands to self-regulate and avoid exploiting consumer anxieties (Kebede, 2023).