Unveiling Deceptive Practices in Digital Affiliation: an Descriptive Qualitative Study on Tadlis and Maqashid Shariah
DOI:
https://doi.org/10.21580/jiemb.2026.8.2.34363Keywords:
Gig Economy, Affiliate Marketing, Maqashid Shariah, Islamic economics, TadlisAbstract
The rise of affiliate marketing as a popular profession in the digital era is not without the potential for practices that deviate from Islamic business ethics, ultimately harming consumers. This paper aims to examine instances of tadlis (manipulation) within affiliate marketing through the lens of Islamic economics, grounded in the framework of maqashid shariah (the objectives of Islamic law). Employing a qualitative descriptive design, primary data was gathered through in-depth interviews with eight Muslim affiliates, exploring how they navigate ethical dilemmas—specifically tadlis—within digital marketing. The study identifies five forms of manipulation (tadlis) in affiliate marketing: fake reviews, ragebait, overclaiming, affiliate hijacking, and cookie stuffing. From the perspective of maqashid syariah, these practices violate Sharia compliance principles; they undermine the protection of wealth (hifdz al-mal) through non-transparent transactions and the illicit acquisition of commissions, while also threatening the protection of the intellect (hifdz al-‘aql) by manipulating information and disseminating falsehoods to the public. This research contributes theoretically to the growing body of literature on Islamic business ethics in the digital age, while offering practical insights for Muslim affiliates, Islamic economics scholars, and regulators to help formulate ethical guidelines and preventive policies aimed at minimizing tadlis within the affiliate marketing ecosystem.
Keywords: Gig Economy; Affiliate Marketing; Maqashid Shariah; Islamic Economics; Tadlis
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