Digital Deception in Halal Business: Reconstructing Ethical Marketing for the Platform Economy
##plugins.themes.bootstrap3.article.main##
Asep Koswara
Ahmad Sahirul Alim
Abstract
Artificial intelligence (AI)-enabled digital marketing is reshaping how halal businesses interact with consumers, while simultaneously introducing ethical concerns associated with dark patterns, algorithmic persuasion, and deceptive digital interfaces. Existing halal governance frameworks primarily emphasize product compliance and supply chain integrity but provide limited guidance for governing AI-driven marketing practices. This study develops an Ethical Digital Governance Framework for Halal Business (EDGF-HB) by integrating Islamic business ethics with contemporary digital governance principles. Adopting a conceptual research design supported by an integrative literature review, the study synthesizes insights from AI marketing, platform governance, consumer protection, and Islamic business ethics. The proposed framework operationalizes the principles of ṣidq, amānah, ʿadl, transparency, and the prohibition of tadlīs into governance mechanisms for responsible AI-enabled marketing. The framework extends halal governance beyond product assurance toward ethical digital marketing governance and provides a theoretical foundation for future empirical research, regulatory development, and responsible digital transformation within the platform economy.
Downloads
##plugins.themes.bootstrap3.article.details##
Copyright (c) 2026 Asep Koswara, Ahmad Sahirul Alim
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Alimusa, L. O., Ratnasari, R. T., & Hasib, F. F. (2024). Determinants of halal food customer behaviour in the context of Indonesia and Malaysia: a systematic literature review. Journal of Islamic Accounting and Business Research. https://doi.org/10.1108/jiabr-12-2023-0433
Arham, M. (2010). Islamic perspectives on marketing. Journal of Islamic Marketing, 1(2), 149–164. https://doi.org/10.1108/17590831011055888
Azwar, A., Abur Hamdi Usman, & Bayu Taufiq Possumah. (2026). Revolutionising Islamic Finance with Artificial Intelligence: A Bibliometric and Strategic Analysis. Journal of Central Banking Law and Institutions, 5(2), 241–280. https://doi.org/10.21098/jcli.v5i2.329
Beekun, R. I., & Badawi, J. A. (2005). Balancing ethical responsibility among multiple organizational stakeholders: The Islamic perspective. Journal of Business Ethics, 60(2), 131–145. https://doi.org/10.1007/s10551-004-8204-5
European Union. (2022). Regulation (EU) 2022/2065 of the European Parliament and of the Council of 19 October 2022 on a Single Market for Digital Services (Digital Services Act). https://eur-lex.europa.eu/eli/reg/2022/2065/oj
Federal Trade Commission. (2024). FTC, ICPEN, GPEN announce results of review of use of dark patterns affecting subscription services, privacy. https://search.ftc.gov/news-events/news/press-releases/2024/07/ftc-icpen-gpen-announce-results-review-use-dark-patterns-affecting-subscription-services-privacy
Gunawan, J., Pradeep, A., Choffnes, D., Hartzog, W., & Wilson, C. (2021). A Comparative Study of Dark Patterns Across Web and Mobile Modalities. Proceedings of the ACM on Human-Computer Interaction, 5(CSCW2), 1–29. https://doi.org/10.1145/3479521
Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9
Jaakkola, E. (2020). Designing conceptual articles: Four approaches. AMS Review, 10(1–2), 18–26. https://doi.org/10.1007/s13162-020-00161-0
Koswara, A., & Herlina, L. (2025). The Ethical Deviations of AI in Marketing Practices: A Critical Review from Halal Perspectives. Research of Islamic Economics, 2(2), 105–116. https://doi.org/10.58777/rie.v2i2.393
Malik, A.F., & Hanapi, M. S. (2026). Ai Content Fabrication And Deception: An Islamic Ethical And Societal Analysis. Planning Malaysia, 24. https://doi.org/10.21837/pm.v24i42.2041
Mathur, A., Acar, G., Friedman, M. J., Lucherini, E., Mayer, J., Chetty, M., & Narayanan, A. (2019). Dark Patterns at Scale. Proceedings of the ACM on Human-Computer Interaction, 3(CSCW), 1–32. https://doi.org/10.1145/3359183
OECD. (2022). Dark Commercial Patterns. https://www.oecd.org/en/topics/dark-commercial-patterns.html
OECD.(2024). Stronger consumer protections needed to address current and emerging harms consumers face online. https://www.oecd.org/en/about/news/press-releases/2024/10/stronger-consumer-protections-needed-to-address-current-and-emerging-harms-consumers-face-online.html
Qizwini, J., & Purnama, D. G. (2025). From Traditional Markets to Digital Frontiers: Islamic Marketing in a Technological Era. The Proceedings of the ASEAN School of Business Network International Conference, 1, 241–256. https://doi.org/10.64458/asbnic.v1.21
Ramteke, A., Tembhurne, S., Sonawane, G., & Bhimanpallewar, R. N. (2024). Detecting Deceptive Dark Patterns in E-commerce Platforms (Version 1). arXiv. https://doi.org/10.48550/ARXIV.2406.01608
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Tieman, M., & Darun, M. R. (2017). Leveraging the halal supply chain: A review of halal supply chain management. Journal of Islamic Marketing, 8(1), 44–71. https://doi.org/10.1108/JIMA-01-2016-0001
UNESCO. (2021). Recommendation on the Ethics of Artificial Intelligence. https://unesdoc.unesco.org/ark:/48223/pf0000381137