# Halal claims in ads: what you can say in the UK, Malaysia and Indonesia

When you can say halal in an advert: the UK CAP Code, Malaysia's 2011 halal Orders, Indonesia's BPJPH deadlines and a short US note. Not legal advice.

Published 2026-11-08 by Adrizq. Source: https://adrizq.app/guides/halal-claims-in-ads

**Short answer:** You can say "halal" in an advert when it is true and you can prove it, usually with a current certificate covering the exact products. In the UK misleading claims break the CAP Code. Malaysia regulates halal descriptions and logos with fines up to RM5 million. Indonesia requires certification for many products on a phased timetable.

You can say "halal" in an advert when the claim is true and you hold the evidence before the ad goes live. In practice that usually means a current certificate from a named certifier that covers the exact products, branches and suppliers your ad mentions. If you only certify some lines, only advertise those lines as halal.

The details change by country. The UK applies general rules against misleading advertising. Malaysia has halal-specific laws with heavy fines. Indonesia is phasing in compulsory certification. This guide is general information, not legal advice. Rules change, so check the linked pages and ask a lawyer or your certifier about your own case.

## What do UK advertising rules say about halal claims?

The UK has no advertising rule written for halal, but the general rules apply in full. CAP Code rule 3.1 says: "Marketing communications must not materially mislead or be likely to do so." Rule 3.7 says marketers "must hold documentary evidence" to prove claims "that consumers are likely to regard as objective and that are capable of objective substantiation" ([ASA, CAP Code section 3](https://www.asa.org.uk/type/non_broadcast/code_section/03.html)).

"Halal" is an objective claim. A shopper reads it as a fact about how the food was sourced and made. So you need the evidence first, and it has to cover what the ad actually says.

Food law points the same way. Retained Regulation 1169/2011 says "Food information shall not be misleading", and Article 7(4)(a) applies that to advertising ([legislation.gov.uk](https://www.legislation.gov.uk/eur/2011/1169/article/7)).

### Has the ASA ruled on a halal claim?

We could not find an ASA ruling that assessed a halal claim itself. The best-known halal-adjacent case is about offence. In January 2025 the ASA upheld 75 complaints about Wahed Invest's Transport for London posters for a "halal investment platform", which showed burning US dollar and Euro notes with lines such as "Withdraw from Riba". The ASA found the ads likely to cause serious offence under rule 4.1 and did not assess the halal claim ([ASA ruling](https://www.asa.org.uk/rulings/wahed-invest-ltd-g24-1262171-wahed-invest-ltd.html)).

The ASA's religion guidance is also worth reading before a Ramadan campaign. It says "The use of religious imagery or language may be considered acceptable, provided it is not mocking or disrespectful", and that ads which "seem to exploit religious imagery for purely commercial purposes can be problematic" ([ASA advice](https://www.asa.org.uk/advice-online/offence-religion.html)).

### Does it matter which certifier you name?

Yes. UK certifiers do not all apply the same standard. The Halal Monitoring Committee, for example, says: "HMC since its inception has not accepted stunning/mechanical slaughter/gassing of animals based on advice from scholars" ([HMC](https://halalhmc.org/news/hmc-response-to-kfc-stunning/)). Other certifiers may take different positions, so read your own certifier's standard.

So match your words to your certificate. If you name a certifier, hold a current certificate from that body. Do not add words like "hand-slaughtered" or "non-stunned" unless your certificate covers them, because they imply a stricter standard that customers will rely on.

## What does each halal claim need?

The wording you choose sets the evidence you need. The right-hand column is our guidance based on the rules above, not a regulator's list. All wording is an example.

| Ad wording (example) | What to hold before publishing |
|---|---|
| "Halal" | Evidence the advertised products are halal, usually a current certificate covering them |
| "100% halal" | Evidence covering every item, ingredient and supplier, not just the main line |
| "Halal certified by [body]" | A current certificate from that body covering those products and branches |
| "Non-stunned" or "hand-slaughtered" | A certificate or supplier documents that state this standard |
| A certifier's logo | The certifier's permission to use its mark in advertising |
| "Muslim-friendly" or "no pork, no lard" | Treat as a halal claim. In Selangor, Malaysia, the authorities say only certificate holders may use such terms (see below) |
| "Alcohol-free" (attar, skincare) | Ingredient specifications from your manufacturer |
| "Shariah-compliant" (finance) | Your Shariah board's sign-off plus any financial regulator's authorisation |

Finance ads carry extra platform rules. Meta says ads for credit cards, loans or insurance "must be targeted to people 18 years or older", and regulated advertisers must verify their authorisation where required ([Meta](https://transparency.meta.com/policies/ad-standards/restricted-goods-services/financial-services/)).

## What are the rules in Malaysia?

Malaysia regulates halal claims directly, through two Orders made in 2011 under the Trade Descriptions Act 2011: the Trade Descriptions (Definition of Halal) Order and the Trade Descriptions (Certification and Marking of Halal) Order. In January 2025 the Domestic Trade and Cost of Living Minister, Armizan Mohd Ali, set out the penalties ([The Star](https://www.thestar.com.my/news/nation/2025/01/16/penalties-for-misuse-of-halal-logo-already-severe-says-armizan)):

| Order | Companies | Individuals |
|---|---|---|
| Definition of Halal Order 2011 | Up to RM5 million | Up to RM1 million or up to 3 years in jail |
| Certification and Marking of Halal Order 2011, first offence | Up to RM200,000 | Up to RM100,000, up to 3 years in jail, or both |
| Same Order, later offences | Up to RM500,000 | Up to RM250,000, up to 5 years in jail, or both |

The Star reported that "Any party that makes representations that could mislead Muslims in halal matters could be fined accordingly."

Softer wording does not get you round this in every state. In August 2025 the Selangor Islamic Religious Department (JAIS) said that terms such as "no pork, no lard" and "Muslim-friendly" may not be used by businesses without a Malaysian halal certificate (SPHM). A JAIS representative said: "Only businesses with a valid SPHM are permitted to use such terminology", as reported by [SAYS](https://says.com/my/news/no-pork-no-lard-signs-prohibited-non-halal-certified-businesses-jais). That statement came from Selangor. Check with the religious authority in your own state.

To check a supplier or your own listing, JAKIM directs people to the Malaysia Halal Portal, as reported by the [New Straits Times](https://www.nst.com.my/amp/news/nation/2024/09/1100613/several-popular-restaurant-chains-not-halal-certified-says-jakim).

**For ads in Malaysia:** do not put the word "halal" or a halal logo on a creative unless you hold a valid Malaysian certificate for that product. That applies to Instagram posts and TikTok videos as much as to packaging.

## What are the rules in Indonesia?

Indonesia makes halal certification compulsory, on a timetable set by category and business size. The Halal Product Assurance Agency (BPJPH) says certification for food, beverages, slaughter products and slaughtering services from medium and large businesses has been mandatory since 18 October 2024. Government Regulation (PP) 40/2026 moved several later deadlines ([BPJPH](https://bpjph.halal.go.id/read/penyesuaian-penahapan-kewajiban-sertifikasi-halal-diatur-dalam-pp-40-tahun-2026-begini-rinciannya)):

| Products | Business size or origin | Certification required from |
|---|---|---|
| Food, beverages, slaughter products and services | Medium and large | 18 October 2024 (in force) |
| Food, beverages, slaughter products and services | Micro and small | 17 October 2028 |
| Food, beverages, slaughter products and services | Imported | 18 October 2028 |
| Cosmetics, herbal medicine, supplements, chemical products | Not split by size | 17 October 2028 |
| Clothing, headwear, accessories, worship supplies, stationery, household goods | Not split by size | 17 October 2028 |

PP 40/2026 was enacted on 14 October 2026, as reported by [Emerhub](https://emerhub.com/news/indonesia-extends-halal-certification-deadlines-to-october-2028-for-imports-small-businesses-and-cosmetics/).

**For ads in Indonesia:** if you are a medium or large food or drink business, certification is already compulsory, so your halal claim should match a BPJPH certificate. If your category's deadline is 2028, certification is not yet compulsory for you, but any halal claim you make in an ad still needs to be true and supportable. Note that modest fashion and prayer goods are on the list, not only food.

## What about the US?

US federal advertising law has no halal-specific rule we could find, but the general rules apply. The Federal Trade Commission's guide for small businesses says "Advertising must be truthful and non-deceptive" and "Advertisers must have evidence to back up their claims" ([FTC](https://www.ftc.gov/business-guidance/resources/advertising-faqs-guide-small-business)). A halal claim needs the same backing as any other factual claim. Check whether your state has its own rules on food sold as halal before you advertise.

## Do Meta and TikTok add their own rules?

Yes, but about how you speak to the reader rather than the halal claim itself. On Meta, "Halal meals delivered in Leeds" is fine, while "Are you Muslim?" breaches the personal attributes rule. See [Meta's personal attributes rule](/guides/meta-ads-personal-attributes-religion) and [TikTok's rules for religious content](/guides/tiktok-ads-religious-content).

## Checklist before you publish a halal claim

1. List every product, branch and supplier the ad shows or names.
2. Check that a current certificate covers each one. Note the certifier and the expiry date.
3. Match the wording to the certificate. Drop "100%", "non-stunned" or a certifier's name unless the certificate supports it.
4. Get permission before using a certifier's logo.
5. In Malaysia, use "halal" or a halal logo only with a valid Malaysian certificate, and treat "no pork, no lard" as a halal claim.
6. In Indonesia, check which BPJPH deadline applies to your category and size.
7. Keep a copy of the evidence with the date the ad went live.
8. Recheck certificates before each seasonal campaign, because they expire.

Adrizq's automated checks flag unsupported claims, and when you confirm a claim you can support, the confirmation is recorded with your name and the time. It does not certify anything as halal: that stays with your certifier. You can read [how the checks work](/how-the-standard-works). For the faith side of honest selling, see [Islamic advertising principles](/guides/islamic-advertising-principles).

## Frequently asked questions

### Can I say "halal" in an ad without a certificate?

In the UK the CAP Code does not mention halal certification by name, but it requires documentary evidence for objective claims before you publish, and a certificate is the usual evidence. In Malaysia, using halal descriptions or logos without valid certification can bring heavy fines. In Indonesia, many categories need BPJPH certification by law. This is general information, not legal advice.

### Is "Muslim-friendly" or "no pork, no lard" safer than saying halal?

Not necessarily. Customers may read those phrases as a halal claim, so in the UK you should hold evidence for what they imply. In Malaysia, Selangor's religious department said in August 2025 that only businesses with a valid Malaysian halal certificate may use such terms, as reported by SAYS. Treat softer wording as a halal claim and check local rules.

### Can I use my certifier's halal logo in an Instagram ad?

Only with the certifier's permission and only for products the certificate covers. A logo is a strong claim because customers trust the certifier, not just you. In Malaysia, misuse of the halal logo falls under the Trade Descriptions (Certification and Marking of Halal) Order 2011, with fines for companies of up to RM200,000 for a first offence.

### Has the ASA ever ruled on a halal claim?

We could not find an ASA ruling that assessed a halal product claim itself. The best-known related case, Wahed Invest in January 2025, was upheld for serious offence because posters showed burning US dollar and Euro notes. The ASA did not judge the halal claim. The general rules on misleading claims and evidence still apply to any halal claim.

### When does halal certification become mandatory in Indonesia?

It depends on product and business size. BPJPH says food, beverages and slaughter products from medium and large businesses have needed certification since 18 October 2024. Under PP 40/2026, micro and small food businesses, cosmetics, supplements, clothing and worship supplies move to 17 October 2028, and imported food and drink to 18 October 2028. Check BPJPH for updates.