CLICKBAIT IN DIGITAL MARKETING OF HALAL COSMETICS FROM AN ISLAMIC ETHICAL PERSPECTIVE

Abstract

Abstract

Clickbait is a widely used approach in digital marketing to attract consumer attention through provocative titles, images, or narratives. In the halal cosmetics industry, this strategy has become increasingly popular as public awareness grows toward products that not only provide aesthetic value but also comply with Islamic principles. However, the use of clickbait raises ethical concerns when the information presented is misleading or inconsistent with reality. From an Islamic ethical viewpoint, this issue relates closely to the principles of honesty ( ṣidq ), justice ( ' adl ), and public benefit ( maslahah ). This study analyzes the use of clickbait in the digital marketing of halal cosmetics through a qualitative library research method by reviewing the Qur'an, Hadith, classical and contemporary literature, and relevant scholarly works. The findings reveal that clickbait may be ethically permissible when used proportionally, truthfully, and informatively, as it supports maslahah and enhances the promotion of halal products. Conversely, manipulative or deceptive clickbait constitutes tadlis (fraud) and gharar (uncertainty). Therefore, the ethical use of clickbait in halal digital marketing should be grounded in honesty, justice, and maslahah to align with Islamic values and preserve consumer trust.