Shariah observation: advertising practices of Bank Muamalat in Malaysia

Purpose - The purpose of this paper is to assess the existing advertising practices in Malaysia and their compliance with the Shariah (Islamic Law).Design methodology approach - Using descriptive observations, the promotional tools and practices used by the prominent conventional banks were compared to those used by the Islamic banks. A total of 40 different advertisements were assessed as well as staff and personnel from 30 branches were interviewed.Findings - The paper reveals that customers remain unaware of the Islamic banks' products. Shariah-based promotions will help increase customer awareness of these banks and their offerings.Research limitations implications - Future research on Shariah-based promotions and advertising will improve banks' effectiveness and help position them as role models for other advertisers, both Islamic and non-Islamic. The producers of Islamic advertisements need to apply precise screening procedures that ensure the delivery of their message through Shariah-compliant methods.Originality value - The paper contributes to research through improving understanding of the main issues relating to the effect of advertising practices in Islamic societies.