Commercialization of Aa’shura

QUESTION:

Is it permissible to advertise products using words such as, “Ideal for Aa’shura gifting”?

ANSWER:

Although, fundamentally, it will be permissible to advertise an item using the words, “ideal for Aa’shura”, one should not make Deen, auspicious occasions, and salient features of Deen a factor to enhance one’s business, as this could be tantamount to showing disrespect to the salient features of Deen.

وَمَن يُعَظِّمْ شَعَائِرَ اللَّهِ فَإِنَّهَا مِن تَقْوَى الْقُلُوبِ (الحجّ آ:32)

“And whosoever honours the Symbols of Allah, then it is indeed from the piety of the heart.”

Furthermore, Aa’shura gifting is not established in Shariah, therefore it should not be considered something necessary to carry out, lest it will become a Bid’ah.

عَنْ عَائِشَةَ رضى الله عنها قَالَتْ قَالَ رَسُولُ اللَّهِ صلى الله عليه وسلم “‏ مَنْ أَحْدَثَ فِي أَمْرِنَا هَذَا مَا لَيْسَ فِيهِ فَهُوَ رَدٌّ (صحيح البخاري 2697)

ALLAH TA’ALA ALONE IN HIS INFINITE KNOWLEDGE KNOWS BEST!

ANSWERED BY:

Mufti Abdul Kader Fazlani

Date: 26 Dhul Qa’dah 1446 / 25 May 2025

CHECKED AND APPROVED BY:

Mufti Yacoob Vally Saheb