THE Muslim Consumers Association of Malaysia (PPIM) has called on the authorities to investigate the Muslim Friendly Watch (MFW) group for introducing terms such as ‘Muslim choice’ and ‘Muslim friendly’, which it said could confuse the public, particularly Muslim consumers.
PPIM’s Chief Activist, Datuk Nadzim Johan, said the move by the group was “clearly misleading” and could compromise the integrity of Malaysia’s internationally recognised halal certification system.
“The halal recognition of any product or premises is extremely important and cannot be compromised. If everyone were allowed to freely issue their own Muslim-friendly endorsements that imply halal status, PPIM could have done so long ago,” he said when contacted by Harian Metro.
“Instead, halal certification must be overseen by one authority, namely the Department of Islamic Development Malaysia (JAKIM). What MFW has done could damage the reputation and integrity of Malaysia’s Halal Certification System, which is internationally recognised,” he added.
His remarks followed social media posts showing ‘Muslim friendly’ and ‘Muslim choice’ logos allegedly issued by a non-governmental organisation, which have caused confusion among consumers.
Nadzim warned that the use of such logos not only misleads the public but could also be exploited by irresponsible parties.
“If this issue is not addressed seriously, it will continue and lead to negative consequences. The public must be educated on the importance of ensuring that premises or products have valid halal certificates,” he said.
He urged the government, through JAKIM and the Ministry of Domestic Trade and Cost of Living (KPDN), to take firm action against those responsible.
Yesterday, JAKIM issued a statement clarifying that terms such as ‘Muslim choice’ introduced by any organisation do not constitute an officially recognised halal certification.
Its Director-General, Datuk Dr Sirajuddin Suhaimee, said the labelling initiative by MFW could mislead the public regarding the halal status of products or premises.
He explained that MFW claimed its ‘Muslim choice’ rating aimed to assure Muslim consumers that listed products or establishments were “quality, clean, safe and in line with Islamic principles.”
Sirajuddin said JAKIM had previously met MFW on 23 August last year and informed the organisation that its endorsement could create public confusion.
“During that meeting, JAKIM also requested that MFW cease such activities,” he said. - November 3, 2025
