Research on the Trend of Observing Islamic Jurisprudence Rules in TV Commercials

Commercials are prone to get involved with Islamic legal and liability issues. Among the range of liabilities are Islamic jurisprudential rules which identify the extent of non-compliance with commercials that is proportionate to misleading and deceptive commercials leading to material and spiritual harm to the audience. The findings of an earlier study on ‘Adherence to jurisprudence in TV commercials’ revealed that out of twelve rules and the obligatory jurisprudence rules, two rules of teaching and non- judgment deviated the most. This research has been carried out to investigate the trend of observing the Islamic jurisprudence subjects of teaching and Najjah by non-repetitive commercials broadcast by channel one of IRIB as of 2009 to 2018 selecting 4760 ads using simple random sampling method. The results showed that, in total, there were 8.7 percent breach of Najjah variables and 7.9 percent breach of teaching variables. This reflected a relatively appropriate status of commercials considering these two jurisprudential topics. The trend of non-observing the research variables did not have a logical order i.e. regular ascending or descending and the highest deviation was observed in the years 2016 and 2010. The research findings support the theory of social responsibility and emphasize the importance of paying attention to variables based on which the rules and jurisprudential issues play a significant role in distorting or violating healthy and useful propaganda goals.