Promotional Strategy or Consumer Manipulation? An Islamic Perspective

Islam permits sellers to offer discounts and price reductions, as long as these practices are conducted honestly and do not harm consumers. Islamic commercial law, or fiqh muamalah, allows trade based on clarity, fairness, and mutual consent.

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In fiqh muamalah, buying and selling activities are permissible as long as they meet the principles of clarity, justice, and are done on the basis of mutual willingness.

However, the article points out that not all promotions and flash sales are conducted ethically. Some e-commerce platforms employ marketing strategies that create psychological pressure. Tactics such as countdown timers, "promo ends in minutes," or "low stock" alerts can induce fear of missing out (FOMO), leading consumers, particularly young people, to make impulsive purchases without rational consideration of their needs.

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This strategy can create psychological pressure so that consumers feel afraid of missing the opportunity to get a low price.

From an Islamic legal perspective, transactions should be based on full awareness and willingness. While flash sales may not involve direct coercion, the psychological pressure exerted through marketing can influence consumer decisions. Furthermore, some promotions involve price manipulation, where original prices are inflated before a "discount" is applied, misleading consumers into believing they are getting a better deal.

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Tadlis is the act of hiding or distorting information in a transaction so that one party is disadvantaged.

Such practices, which involve hiding or distorting information to the detriment of one party, are akin to 'tadlis' in Islamic jurisprudence. Islam also strictly prohibits 'gharar,' or uncertainty in transactions. These principles underscore the importance of transparency and honesty in all commercial dealings, warning against manipulative or deceptive sales tactics.

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Islam also prohibits gharar or uncertainty in buying and selling.