Exemplary Conduct by "Danaca": Halal Advertising Standards

Dear followers, as you know, Halal Ekosistem monitors, as far as possible, the activities of the companies listed on our platform and checks their compliance with our standards. Since we currently have no commercial relationship with the businesses on our list, our capacity for continuous monitoring is limited (we plan to expand this service from next year), but we react immediately to any shortcomings we come across.

In recent days we discovered a post (a video) on the social media account of our partner, the "Danaca" butcher shop, that does not comply with our advertising standards. We immediately notified the company of our formal objection and took a temporary measure.

We are pleased that the management of "Danaca" responded to our request very promptly and with understanding. As a sign of respect for halal business principles, they removed the post from their pages.

We commend this exemplary conduct, restore the ACTIVE status of "Danaca" on our platform, and wish them barakah in their work. We recommend that everyone seeking halal food support such responsible entrepreneurs!

📍 For more information about Danaca, you can go to our website - Danaca (Meat World)

Awareness: Why did we object to this video?

So that it is useful to other entrepreneurs too, we explain the details of the matter and the position of Halal Ekosistem.

In the video, produced in cooperation with the Instagram account "Gulinaryy", beer is used while cooking the dish: a beer bottle is opened ostentatiously and poured over the food. Although the end of the video and its text state that the beer is "alcohol-free", the consumption of beer is visually promoted, and with phrases such as "if you have not cooked with beer, I have eaten a tasty stew - do not say", the impression of a haram food culture is created. The video also tagged the Danaca page and appeared on the official page of the "Danaca" company as well.

According to Islamic business rules, not only haram itself but also the promotion of visuals that recall it, resemble it (tashabbuh) and raise doubt in people is impermissible. From a marketing standpoint, such visuals normalise the habit of "cooking meat with beer" in the viewer's subconscious and push viewers toward a non-halal consumption culture (regardless of whether the beer is alcoholic or alcohol-free).

"Sadd al-Dhara'i" (Blocking the Paths to Haram) and Tashabbuh

• Encouraging sin: The video says only at the end that the beer is "alcohol-free", and the first message is "Cook meat with beer". People (especially those who do not watch the video to the end) may take it as ordinary beer and buy alcoholic beer. In that case the "cause" is both the blogger and the company that shares it.
• Tashabbuh (Resemblance): In Islam, resembling the form or ritual of something haram is also disapproved. Opening a beer bottle and pouring it over food, even if it is alcohol-free, imitates a "drinking culture". It is impermissible for a halal brand to display such a culture on its page.
• Avoiding doubtful things: The Prophet of Islam (peace be upon him) said: "Leave that which makes you doubt for that which does not make you doubt." This video is clearly a source of doubt.

We know from marketing that the human brain takes in visual images faster than words. The first association formed in the viewer's mind is: Beer can be used, beer can be added to food, and then it becomes tastier.

Note that such forms of advertising damage the fundamental principles of the "Halal" brand. As a result, in a customer who sees such advertising, the halal status of the business's other activities (its products and services) also comes into doubt.

This contradicts the "Tayyib" (Clean/Pure) image that we, as Halal Ekosistem, have built. When a customer who arrives at that page from our site sees that video, they will automatically lose trust in our platform. This platform is not merely a catalogue but a source of assurance. People trust us and go to those companies. Our main mission as Halal Ekosistem is to provide our users with services that are free of doubt and fully in line with halal principles.