Build Ethical Digital Marketing According to Islamic Business Ethics Perspective: Beyond Profit

Abstract

The development of digital technology has significantly transformed the landscape of marketing into a faster, broader, and highly competitive domain. However, these changes often lead to a marketing practice that prioritizes profit alone and tends to ignore ethical boundaries. This study explores digital marketing practices from the lens of Islamic business ethics, particularly highlighting the values of honest (ṣidq), justice (ʿadl), and social responsibility (amanah). Using a qualitative approach through library research and thematic content analysis, this paper identifies gaps in the integration of Islamic ethical values into digital marketing practices. Findings show that Islamic business ethics offers a normative framework to ensure not only financial success but also social and spiritual value. This paper also presents examples of marketing practices that contradict ethical standards, such as misleading advertising and consumer manipulation, and suggests ways to apply sharia-based marketing principles in the digital era.