Investigating the Dimensions of Misleading Advertisement in the Constructof Fair Trade: Developing a Context-Dependent Conceptual Model based on Jurisprudence

Due to the fundamental inconsistency of some judicial and criminal procedures on social phenomena in Islam and the West, the unique capacity of Islamic jurisprudence in formulating and expanding the legal aspects of phenomena and the need to pay attention to indigenous knowledge, action research and research, the present study is a systematic effort to Investigating the emerging phenomenon of misleading commercial propaganda and finding a ground for a jurisprudential and indigenous approach to deal with this phenomenon. The results of qualitative meta-analysis of more than two decades of research in this field showed that these advertisements are in four basic misleading dimensions due to information deletion, Misleading due to semantic ambiguity, misleading due to comparison of characteristics, and misleading due to non-fulfillment of claim are realized by different theories in psychology, linguistics, and social sciences. It was also found that the Islamic jurisprudence has both preventive and productive capacities to deal with this phenomenon. Accordingly, a four-step conceptual model of legislation was proposed in the all stages of which the Islamic jurisprudence has theoretical capacities which can be manipulated and used.