Kelantan Mufti Datuk Mohamad Shukri Mohamad has criticised the practice of promoting underwear by personally modelling the products on social media, saying the approach could spark controversy and does not align with Islamic ethical values.
His remarks came following the circulation of a viral video showing a hijab-wearing woman demonstrating how to wear underwear while remaining fully covered according to Islamic dress requirements.
Mohamad Shukri said that although the woman appeared to be observing the requirements of modesty from a religious perspective, the method used to market the product was still inappropriate and could invite unnecessary public criticism.
He stressed that business owners should prioritise marketing approaches that do not create controversy or public discomfort.
“From an ethical standpoint, it is not very suitable because people already understand the function of such clothing,” he said when asked to comment on the viral video.
He added that even if a demonstration was necessary, there were more appropriate alternatives available.
“If there is a need to show how the product is worn, other methods such as using mannequins or display models can be considered,” he said.
The mufti urged entrepreneurs to ensure that Islamic values and ethical conduct remain central in all aspects of their business activities.
“We must always observe and practise Islamic ethics in whatever we do,” he said.
According to Mohamad Shukri, the promotional method was excessive given the many other ways available to demonstrate a product without attracting public controversy.
He noted that while there may not be a major issue from a religious ruling perspective if the individual was properly covered, the matter should also be viewed through the lens of appropriateness and public decorum.
“If there are alternative methods available, those should be given priority to avoid misunderstandings and controversy within society,” he said.
The debate erupted after a 30-second video went viral online showing a modestly dressed woman demonstrating how to wear underwear as part of a promotional campaign.
The clip quickly drew criticism from social media users, with some questioning whether the marketing approach was suitable despite the woman adhering to modest dress standards.
Meanwhile, Kelantan State Executive Councillor for Islamic Development, Da’wah, Information and Regional Relations Mohd Asri Mat Daud confirmed that authorities had been informed of the matter.
He said the Kelantan Islamic Religious Affairs Department (JAHEAIK) is currently conducting investigations into the incident following the widespread attention it received online.
The case has since reignited discussions on the balance between modern marketing strategies, social media influence and adherence to cultural and religious sensitivities in Malaysia.
