Journal of Business Law and Ethics

Ethical Implications of Sales Promotion in Malaysia: Islamic Perspective
Muhammad Khalilur Rahman, Abdullah-Al-Mamun, Abdul Highe Khan, Dr. Md. Abdul Jalil

Abstract
Ethics and ethical behavior are drastically being focused on the business society today. The purpose of this research is to explore sales promotional practices in Malaysia, counting its ethical implications from an Islamic point of view and investigates whether it meets ethical demands of Islam to facilitate Marketers’ patronage and practices. The study uses Al-Qur’an 2:219, 3:103 and 5:90 as a theoretical model to analyze critically relevant information to determine the extent of ethical legitimacy of techniques used in sales promotion in Malaysia and quotes other applicable references from Al-Qur’an and Al-Hadith as interpretive cogent evidence and methodology. Islam always emphasizes ethical principles in every aspect of business. This ethical ideology strongly recommends Muslims to promote business that guided by the Shari’ah compliance. Many companies are crossing the red zone of ethics and ethical values. The current several promotional strategies of the company’s product and services in Malaysia are ethically questionable and problematic. Undue influence or flattering is very common practices done by the several companies and they lead to unethical earning of livelihood and unjust acquisition of revenue through gambling and other ill-perceived means which do not support the ethical values of customers. This study emphasizes the necessity for further research into the ethical attributes of business practices in Malaysia to promote responsibility in the society. The study includes mutual socio-economic and ethical awareness between sellers and buyers to save the society from moral deterioration.

Full Text: PDF