Aplikasi Maqasid Shariah Dalam Pengiklanan Amal/ The Application Of Maqasid Shariah In Charity Advertising

Abstract

Charitable donations are made by individuals or organizations to help people in needs and in distress. For this purpose, the charity seeks to convince people to donate time or money to obtain resources. Charity campaigns attract people’s attention through various methods namely order forms, visualizations, photos, and stories to reach people’s sympathy and empathy to raise donations and funds. However, problems occure in charity advertisements where there are dishonest activities such as the use of false advertisements, controversial content, social exploitation, and non-compliance with the guidelines that have been compiled by the authorized body. Therefore, this study aims to explore the application of Maqasid Shariah in charity advertisements. It uses content analysis method through Qualitative method specialized in library research. The results of this study found that there are five principles of Maqasid Syariah that apply to the application of charity advertisements such as religious protection, life protection, hereditary protection, intellectual protection and property protection. These five principles are categorized based on the relevant Shariah parameters in charity advertising to ensure that the code of practice complies with Shariah law. This is extremely necessary to combine contemporary practice with Shariah principles to open up better strategies in spreading the good of charity for the good of all.