Is Influencer Marketing Permissible?
Hanafi Fiqh
Answered by Mawlana Ilyas Patel
Question
I am launching a cosmetic brand selling shampoo, conditioners, body wash, moisturizing creams, etc., and I have been thinking about marketing strategies.
Is it permissible to use influencers to bring our product to a broader audience? These influencers may be male or female, veiled or unveiled. They would post pictures/videos of our products on their social media. If there is an issue with women being displayed, I could ask them to post pictures/videos of our products only.
I will only ask influencers to promote the product if they are happy with its results, and we do not intend to sell false results or promises.
Answer
In the Name of Allah, the Most Merciful and Compassionate.
I pray you are in good faith and health.
Using a social media influencer to bring your products to a broader audience would only be permissible if the influencer has proper sharia decorum and the content is sharia compliant. [Usmani, Fiqh al-Buyu’]
Suppose one decides to place one’s business products on social media influencer platforms. In that case, one has to ask oneself, anyone who goes to one of these platforms, whether you have directed them to good or otherwise. Are you sure that you are not guiding someone to something disliked, impermissible, etc.?
Don’t Assist in Sin; Assist in Righteousness
Always keep the following verse in mind. “And cooperate in righteousness and piety, but do not cooperate in sin and aggression. And fear Allah; indeed, Allah is severe in penalty.” [Quran, 5:2]
Abu Huraira reported: The Messenger of Allah, peace and blessings be upon him, said, “Whoever calls to guidance will have a reward similar to those who follow him, without detracting from their rewards at all. Whoever calls to misguidance will have sin upon him similar to those who follow him, without detracting from their sins at all.” [Muslim]
Related:
Assisting in Sin Archives
Indirect Assistance in Sin Archives
What Are the Principles of Work and Assisting in Sin? [Video]
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I pray this helps with your question.
Wassalam,
[Mawlana] Ilyas Patel
Checked and Approved by Shaykh Faraz Rabbani
Mawlana Ilyas Patel is a traditionally-trained scholar who has studied in the UK, India, Pakistan, Syria, Jordan, and Turkey. He started his early education in the UK. He went on to complete the hifz of the Quran in India, then enrolled in an Islamic seminary in the UK, where he studied the secular and ‘Aalimiyya sciences. He then traveled to Karachi, Pakistan. He has been an Imam in Rep of Ireland for several years. He has taught hifz of the Quran, Tajwid, Fiqh, and many other Islamic sciences to children and adults onsite and online extensively in the UK and Ireland. He taught at a local Islamic seminary for 12 years in the UK, where he was a librarian and a teacher of Islamic sciences. He currently resides in the UK with his wife. His interest is a love of books and gardening.
