PERCEPTIONS OF TADLIS AND GHARAR IN DIGITAL ADVERTISING: CONTENT ANALYSIS OF MSME PROMOTIONAL MATERIALS ON SOCIAL MEDIA IN MEDAN CITY

Rizka Ar Rahmah

Abstract


ABSTRACT
The rapid expansion of MSME digital marketing through social media offers vast economic opportunities, but simultaneously raises ethical concerns in trade, particularly the practices of tadlis (subtle deception) and gharar (uncertainty) that are prohibited by Islamic law. This study aims to: (1) identify forms of digital advertising content by MSMEs in Medan City that potentially contain tadlis and gharar; (2) analyze MSME entrepreneurs' and consumers' perceptions of such practices; and (3) formulate mitigation strategies grounded in sharia muamalah principles. The study employs a qualitative approach using qualitative content analysis of 240 promotional posts by MSMEs across Instagram, TikTok, Facebook, and WhatsApp Business, purposively selected from February to May 2023. The content analysis is complemented by semi-structured interviews with 15 MSME entrepreneurs, 12 consumers, and 3 expert informants (sharia economics academics and practitioners from YLKI North Sumatra). The findings show that 47.9% of the analyzed advertisements indicate mild to moderate tadlis (in quantity, quality, price, or delivery time), while 33.8% indicate gharar in product descriptions, promotional terms, and shipping information. The dominant forms of tadlis are unverified 'original' claims (24.2%), visuals that do not match the actual product (19.6%), and fictitious crossed-out prices (15.8%); gharar most frequently appears in unclear specifications (28.3%) and cashback/voucher conditions (22.1%). Most MSME entrepreneurs (10 of 15) were unaware that their practices fall within the tadlis/gharar category, while consumers displayed growing distrust. The study recommends integrating digital muamalah literacy into MSME mentoring programs, developing sharia advertising guidelines through the Cooperatives Office, and strengthening oversight by regional consumer institutions.
Keywords: tadlis, gharar, digital advertising, content analysis, MSMEs, social media, Medan City

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DOI: https://doi.org/10.31846/jae.v11i3.1121

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