Ethical Principles and Islamic Perspective in Advertising

Abstract

Advertising is an instrument to convey the message to the society and invite patronage, or some other response. As a media of social communication, advertising is a pervasive, powerful force shaping attitudes and behaviour of the people in today's world. In doing so, the ethical and Islamic perspective in advertising stresses the responsibility of media to contribute to the authentic, integral development of persons and to foster the well-being of society. The information provided by the media is at the service of common good. Society has a right to information based on truth, freedom. justice and solidarity. At the same time, advertising involves moral principles and shari'ah guidance relevant to social communications, while criticizing policies and practices that are offered against these standards. Advertising itself is of several different kinds: commercial advertising for products and services public service advertising on behalf of various institutions, programme and cause, political advertising in the interest of parties and candidates. Making allowance for the differences among different kinds and methods of advertising, the ethical and Islamic advertising principles should be applied to all of them.