Batas Etis Persuasi Live Shopping dalam Perspektif Hadis dan Perlindungan Konsumen Digital

Darsul S. Puyu; Ambo Asse; Abd. Bashir Fatmal; Zuhri Abu Nawas; Amrullah Harun

Authors

Darsul S. Puyu Universitas Islam Negeri Alauddin Makassar, Indonesia
Ambo Asse Universitas Islam Negeri Alauddin Makassar, Indonesia
Abd. Bashir Fatmal Universitas Islam Negeri Alauddin Makassar, Indonesia
Zuhri Abu Nawas Universitas Islam Negeri Palopo, Indonesia
Amrullah Harun Universitas Islam Negeri Palopo, Indonesia

Keywords:

Live shopping, Hadith on Commercial Transactions, Persuasion Ethics, Consumer Protection, Digital Commerce

Abstract

Live shopping has developed as a form of digital commerce that integrates product promotion, demonstrations, social interaction, and real-time transactions. This model enables consumers to obtain information more easily, yet it also introduces intensive persuasive strategies through countdown timers, limited-stock claims, temporary discounts, testimonials, host popularity, and social pressure. This study aims to analyze the ethical boundaries of persuasion in live shopping based on hadith and to formulate a prophetic framework for digital consumer protection. It employs qualitative library research with a thematic approach to hadiths on commercial ethics, including honesty, information disclosure, mutual consent, the prohibition of deception, harm prevention, and leniency in transactions. Data were examined through content analysis by classifying persuasive practices, psychological mechanisms, consumer risks, and relevant hadith principles. The findings demonstrate that persuasion is permissible when information is truthful, verifiable, does not conceal product defects, and preserves sufficient space for consumers to make conscious decisions. Persuasion becomes manipulation when sellers, hosts, or platforms fabricate scarcity, engineer testimonials, conceal commercial relationships, exploit emotional vulnerabilities, or obstruct cancellation and refund procedures. This study proposes the Prophetic Live shopping Ethics Framework, comprising truthful representation, material and commercial transparency, persuasive authenticity, protection of consent, harm prevention, shared responsibility, and consumer rights restoration. The framework emphasizes that transactional success should not be measured solely by sales growth, but also by the preservation of justice, freedom of choice, and public trust. These findings show that contextualizing hadith can produce practical standards for creating an innovative, transparent, accountable, inclusive, and sustainable marketplace.

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