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The emergence of products and services using Islamic attributes as the tool of marketing is increasing nowadays. Various Islamic terms have been used on the label, packaging, and also as the trademark of the products and services, for example, Air Terapi Al-Quran, Mi Cap Masjid, Jus Sunnah, Bekam Sunnah, Valet Doa and in some instances the Quranic frame being hanged on the wall in non-Muslim restaurants and many more. Islamic attributes has been manipulated as a tool for marketing products and services. This trend has led to many bad effects on the consumer and the dignity of Islam itself. Islam is a religion and shall not be exploited for product marketing, and there are needs for a mechanism to control this matter. This paper will analyse the meaning of Islamic attributes that were used in marketing in Malaysia and their effect on the consumers and Islamic dignity. Next, this article will look into the Islamic principles that can be adopted by the government in controlling the use of Islamic attributes in marketing via the principle of Siyasah Shar’iyyah to uphold the Maqasid al-Shari’ah, particularly Hifz al-Din (Protection of Religion). This paper is conceptual in nature and is of library-based research using primary and secondary data. The government should take serious action in controlling this matter. The application of the concept of Sadd al-Zari’ah (Blocking the Means) is relevant to regulate this marketing strategy of the producers.

Various marketing techniques have been used to capture consumers' attention. Among them is using Islamic attributes. This practice has led to various negative impacts on the consumers and the Islamic dignity itself. The aim of this study is to identify the misuse of Islamic attributes in food products' labelling and to investigate the extent to which the use of Islamic attributes impacts the consumer and the Islamic dignity. In order to achieve the objectives, library research was carried out to collect relevant information. The materials also include online materials gathered from Google search engine. The materials are not only limited to the English language but also cover Malay language materials. The qualitative data from the library study was analyzed using the content analysis method. There are various types of misuse; first, is Quran-related such as Ruqyah, secondly Sunnah-related such as using the term Prophetic foods or the word Sunnah itself, thirdly by using Islamic icons. Fourthly, by using Islamic act of worships such as prostration in prayers and the fifth category is using an Islamic or Muslim's name. The last category is by using Jawi writings or Arabic terms in the label or trademark. These marketing techniques may lead to numerous effects, among others degrading the authority of Sunnah, health concern and exploiting Islam for commercial gain. The findings may act as a starting point to the policymakers in proposing some guidelines on the use of Islamic attributes in food product labeling and marketing in Malaysia.

The paper was aimed to uncover the issues encountered on Halal Food Product labelling to prevent the misuse of Islamic attributes in food products labelling and to ensure the appropriate trademarks, terms, and label used on the packaging and marketing strategy. The method used for this conceptual paper was from literature reviews from journal articles, thesis, proceedings and conferences, books, and online news, which are related to the keywords and research area. Trademarks and labels are among the crucial elements in marketing, which enable the consumer to differentiate the quality, the ingredients and will affect the consumers’ buying choice. Recently there is a trend of using Islamic attributes in food product labelling as trademarks to attract Muslim consumers. The issues encountered on halal food product labelling are the use of Quranic verses on the drink, the term “Sunnah food”, using Islamic terms such as “Masjid”, “Mukmin”, and others in food products’ trademark and label. The consumers were deceived into thinking that theseproducts have extra benefits as compared to others due to Islamic attributes they have.Thus, there is a need for an in-depth study on these issues since there is no clear and specific guideline on this matter.

The aim of this study is to discover the types of use of Islamic attributes in food products’ labelling and to investigate the extent to which the use of Islamic attributes impacts the consumer and the Islamic dignity. Library research was carried out to collect relevant information and data. The materials not only limited to the English language but also cover Malay language materials. The keywords searches are ‘Prophetic Food,’ ‘Sunnah food,’ ‘Ruqyah,’ and ‘misuse of religion.’ There are various types of misuse, which is first Quranrelated such as Ruqyah, secondly Sunnah-related such as using the term Prophetic foods or the word Sunnah itself, thirdly by using Islamic icons. Fourthly, by using Islamic performance of worships such as prostration in prayers and the fifth category is using an Islamic or Muslim’s name. The last category is by using Jawi writings or Arabic terms in the label or trademark. These misapplications may lead to numerous effects, among others degrading the authority of Sunnah, health concern and exploiting Islam for commercial gain. These findings may act as a starting point in proposing some guidelines to the policymakers on the use of Islamic attributes in food product labeling and marketing in Malaysia. This study uncovers various types of misuse of Islamic attributes in food products’ labeling and marketing. It will be an eye-opener to the consumer on the marketing trait and the policymaker to provide the appropriate guidelines to it