Ethical Marketing & Honest Representation

This criterion assesses the organization's commitment to ethical marketing practices, grounded in the Islamic principles of Sidq (truthfulness) and Nasiha (sincere advice). It evaluates whether marketing materials, advertising campaigns, and sales interactions accurately reflect the true nature, quality, and value of offerings, strictly avoiding Gharar (deceptive uncertainty) and Tatfif (short-changing/misrepresentation). The criterion mandates compliance with relevant regulations (e.g., UK CAP Code, CPUTR 2008, UK GDPR/PECR) to ensure transparency in pricing, data privacy, and claims substantiation. It requires robust internal controls, including a Claims Register, vulnerability safeguards, and a formal complaint resolution process, ensuring that customers—especially the vulnerable—are treated with Ihsan (excellence) and fairness.