Factors Influencing Advertising in Malaysia from an Islamic Perspective: Case of Kedah State

IntroductionWhether we realize it or not, we are surrounded by ads every time. It is the responsibility of users to be aware of their rights as consumers and act wisely. Consumers need to be informed about a product or service available on the market, particularly on the quality and advantages. Therefore, the advertisement should be beneficial to both parties. Ads shown on television and radio funnels are ver y different now than before in line with the changing times and the changing of technology. To ensure delivery of advertising a product is effective, an advertisement must meet criteria that will attract users as having meaning (benefits that make consumers want to buy the product), reliable (to believe that the use of these products benefit as promised) and special (explaining benefits of these products compared to other products). It is clear understanding in Islam practices that goals do not justify the means. However, nowadays contemporary advertising becomes a crucial weapon for local as well as multinational organizations to compete against each other and gain profit with unethical manner.The success of business much depends on the effectiveness of its advertising practices rather than the quality of product itself (Jung & Seldon, 1995). Ads must be ascertained the truth because there is the occurrence of false explanations, which affect consumer promotions and misleading evidence. The women are often become the victims of less honest advertising, for example, in diet product, or beauty products. Children are also being affected with extreme graphic ads that is not aligned with product attributes. For example for Barbie's advertisements that promote children's toys that can move or fly when in fact it is just a toy that still cannot afford to move. While for men, their minds were influenced through attraction element of sex and sexy women on the product or service that does not make sense such as in the Magnum walls ads. This is the example of the exaggeration in the product, which is not acceptable in the Islamic way of business. Islam does not tolerate with the act of deception as it is clearly mentioned in the book of Allah "Give just measures and cause no loss. And weigh with scales true and upright and withhold not things justly due to men" (Al-Quran, 26:181). In Islamic business ethics honesty is the key to all business practices. Once a Bedouin questioned to the Messenger of Allah that when the dooms day take place, The Prophet Mohammed replayed that "When honesty is lost, then wait for the doomsday"(Bari & Abbas, 2011). This proves misled information and any unethical behavior with intentionally in advertising would be a disaster.It is difficult to control such a huge industry. Therefore in Malaysia, Trade Descriptions Act 1972 was enforcing as the guidelines used in the field of advertising. There are no barriers in providing information, but any information provided shall be true. Section 15 (1) of the Trade Descriptions Act 1972 states that the false description of goods: -"Any person in the trade, business or provide through any means any direct or indirect indication that any goods or services rendered or in any manner that falsely took . including the Government Department has committed an offense ". After that Consumer Protection Act 1999 was established to protect rights of consumer. Even though those acts already being enforced but Ministry of Internal Affairs and Consumer Affairs also face the problem of identifying the ads that actually violate the rules because there are thousands of ads aired on various channels. Only cases that actually violate the rules will be penalized. Here the importance of consumers in identifying unethical advertisements so that immediate action can be taken. Manufacturers must also remember their responsibility to the community because of the great advertising effect, especially on young people.Morality that is demanded to the dealer is trustworthy and honest (Cramton & Dees, 1993). …