JAKARTA (2026/10/12)

The Rise of Halal Branding in Global Markets

The halal industry is one of the largest and fastest-growing sectors of the global economy. According to the Statistical, Economic and Social Research and Training Centre for Islamic Countries (SESRIC), global halal demand has reached an estimated USD 2.4 trillion, with food the most sought-after product category. This figure is expected to keep climbing as the world’s Muslim population grows.

This surge in demand for halal goods and services has pushed businesses to compete for Muslim consumers, and one of the most common tactics is halal branding. The most visible form is obtaining halal certification and displaying the halal logo on products. Other approaches include quoting Qur’anic verses or hadith, or making other Islam-related claims. The strategy works. Muslims are obliged to ensure that what they eat, drink, and wear is halal, so a product that carries religious values earns their trust more readily.

This raises a question: is halal branding in product promotion permissible in Islam?

Halal Branding from an Islamic Perspective

In principle, using halal branding in promotion is permissible. It benefits businesses by increasing their visibility and distinguishing their products in a crowded halal market. For consumers, it makes suitable products easier to find and brings peace of mind when shopping.

One condition applies: the practice must remain grounded in the principles of Islamic law (sharia). Several Qur’anic teachings guide the ethics of trade, including its promotion:

• Halal in ingredients and process. A product must be guaranteed halal in both respects (QS. Al-Baqarah: 168).
• Good and safe (thayyib). A product must be wholesome and not harmful to consumers (QS. Al-A’raf: 157).
• Honest claims. Claims must not be exaggerated and must accurately reflect the actual product (QS. Al-Isra: 36).
• No deception. Consumers must not be misled (QS. Al-Baqarah: 42; HR. Muslim).

Islamic commerce rests on mutual respect and trust between seller and buyer. That is why honesty, transparency, and care in presenting product information matter so much, especially information about halal status. These qualities build the confidence that makes a lasting commercial relationship possible.

When Permission Meets Practice

Islam sets clear boundaries for trade. In reality, however, not every business applies halal branding in line with them. Halal certification and the halal logo are often treated as marketing devices, detached from a certification process that reflects religious values. Religious elements in advertising are frequently reduced to promotional tools.

As a result, halal branding, which was meant to be a source of reliable information for businesses and Muslim consumers alike, has drifted toward pure promotion. Many companies simply attach a halal logo or label without regard for the rulings on what is permitted and prohibited. Products that fail halal standards can slip through and reach the market, and examples are widespread. Many of these businesses exploit the limited product knowledge of ordinary Muslim consumers.

Case Study: The Phenomenon of Ruqyah Water

One example is the rise of “ruqyah water” in the halal market, particularly in Southeast Asian countries such as Indonesia and Malaysia.

First, a word on ruqyah itself. Ruqyah is an Islamic practice of spiritual cleansing and seeking protection from unseen harmful influences. A religious figure recites specific supplications, which are then conveyed to the recipient in various ways: recited directly so the recipient hears them, rubbed on the body, or transferred into a medium such as water.

This is where the ruqyah water business comes from. The product is ordinary bottled water that is claimed to have been recited over with ruqyah supplications. It is then labeled halal and sold at a higher price than regular water. It may sound far-fetched, but the labeling has reportedly boosted sales. Many Muslim consumers buy and drink it believing it will protect them from harm, and their loyalty and faith in its benefits keep a steady customer base.

Yet the recitations do not change the physical properties of the water. Ruqyah water has essentially the same composition as ordinary bottled water. Many people think it is special because it carries ruqyah recitations, but the effectiveness of ruqyah does not depend on the medium. It depends on the sincerity, faith, and religiosity of the person performing it.

There is also a difference between water and processed food. Processed food needs a detailed review of its ingredients, whereas plain water contains nothing but water. It does not need intensive halal verification beyond checking its packaging and handling during distribution.

The practice is therefore questionable. A halal claim should match what certification and applicable regulations actually guarantee. When a religious symbol serves only as an extra selling point, the practice falls short of Islamic business ethics.

Several scholars and Islamic institutions have addressed the issue. Malaysia’s Halal Certification Circular No. 2 of 2016, for example, states:

“Companies/applicants must ensure that the product applied for certification does NOT use the names ‘ruqyah verses,’ ‘sunnah food,’ and the like in labeling, advertising, or promotion.”

The rule goes beyond ruqyah water. It also covers any product that makes halal claims purely to boost sales to Muslim consumers. More broadly, it reminds businesses to provide accurate halal information and to follow sound ethics in promotion, marketing, and labeling.

Halal Is Not Just a Trend, but a Guidance for Muslim’s Life

Despite the problems and cases described above, using halal branding in commercial promotion remains permissible. Its primary purpose, however, should be to inform consumers about product quality and halal standards. Industry players have several responsibilities if that purpose is to be restored.

Business stakeholders must understand that religious values should never be reduced to a commercial asset. Businesses should sell on the strength of a product’s quality, safety, and compliance, not on religious appeal alone. A company that places a halal logo on its packaging should ensure the product has actually gone through a halal certification process consistent with Islamic principles.

Education matters as well. All industry players and stakeholders share the responsibility of helping the public understand what halal branding truly means. Muslims are obliged to know the halal status of what they consume, yet many are still misled by unfounded halal claims. Governments, halal certification bodies, scholars, and halal auditors need to promote deeper public understanding, including how to identify products that genuinely meet halal standards. Rigorous verification of product ingredients is essential, and it must be treated as a serious duty.

Written by: Alhayya Maritza & Naflah Azizah Wibowo

References:

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Jabatan Kemajuan Islam Malaysia Bahagian Hab Halal. (2016). Larangan Penggunaan Ayat Ruqyah (Ayat Al-Quran) Dalam Pensijilan Halal Malaysia. Official Document. Retrieved October 9, 2026, from https://www.halal.gov.my/images/pdf/ayatruqyah.pdf

Kamarudin, Zahidah. (2026). Air Ini Telah Diruqyah. LinkedIn. https://www.linkedin.com/posts/zahidah-kamarudin-901339222_halalmalaysia-halalexecutive-halalcompliance-share-7510140128040833024-ePsp/?utm_source=social_share_send&utm_medium=ios_app&rcm=ACoAAB-5C88BZmEXrU3HzhPQuZdZ1fmbiGZLmbI

BBC News Indonesia. (2019). Produk halal: Dari kulkas hingga kosmetik, sertifikasi sebagai tren bisnis atau kapitalisasi agama? Retrieved October 9, 2026, from https://rumaysho.com/6744-hukum-pupuk-dari-kotoran-hewan.html

SESRIC DIAG. (2026). Halal Industry in OIC Member Countries. Retrieved October 9, 2026, https://sesricdiag.blob.core.windows.net/sesric-site-blob/files/article/910.pdf