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ial products is Muslim countries like Pakistan. Controversial products are those products that have a sense of aversion in the mind of the customer while advertise them publicly (Waller, D.S. and K.S. Fam, 2000). They are also called “ Un-Mentionable” and socially sensitive products (Usmani, 2006). For example the customers because of the social as well as Islamic norms of the society do not like the free advertisement of condoms on television and print media.

 

Currently many companies in Muslim countries advertise such product that appeals the sexuality. Waller et al. (2005) categorizes controversial products in three types, Products, Services and Concepts. Alcohol, cigarettes, female contraceptives, male and female under garments are in the product category in Waller’s categorization. The services category includes the ads of sex dieses such as STD and AIDS. In the concept category there are such ideas that are not compatible with the social norm such as unconventional sexual practices.

 

Contrary to Islamic ethical system, currently in many Islamic countries including Pakistan, sexual appeals are used in advertisement to promote the products (Akhtar et al., 2011). These sexual appeals are used in different ways for example by the use of good-looking models and by depicting a level of nudity in the advertisement (Severn, Belch, and Belch 1990). Severn et al. also pointed out that these appeals might also be included suggestive verbal sentences. For example the use of such words on TV that are un-discussable publicly will create a social problem.

 

Islam, on the other hand, does not allow selling the product by using unethical means that harms the social norms of the society. In Islam everyone is accountable to Allah for his actions, Individuals are not at all free in their will rather they are bound to do everything including business by keeping themselves in the limits of Sharia’h (Rice, G. 1999). Islam does not tolerate to sell a product by using sexual appeals or un-discussable concepts. Prophet Muhammad (PBUM) said, “God likes that when someone does something; it must be done perfectly well” (Rice, G. et al., 2002)

 

Islam strictly forbade exaggerating in the product features. Islam considers this exaggeration as bluff and cheating. The gist of Islamic business ethics is Honesty. Islam does not allow cheating the customer even ifthere is a fear of loss in the business. Anas Bin Malik (R.A) reported, “Prophet Muhammad (PBUM) forbade the sale of fruits till they are almost ripe. Anas was asked what is meant by “are almost ripe” He replied, “Till they become red” Allah’s Messenger (PBUM) further said, “ If Allah spoiled the fruits, what right one would have to take the money of one’s brother.”(Al-Bukhari, 3.403)

 

With the split of secular and sacred, religion becomes a private matter and in this so-called “value-free society” the focus is exclusively on development of economic mechanisms (Rice, 1999). There are two main economic本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。