Am I Responsible for Ads That Contained Unintentional Exaggerations?

Answered by Shaykh Muhammad Carr

Question

Between 2023 and 2024, I ran e-commerce ads for physical products—first as an affiliate (where I managed the store and ads, while a company handled delivery and cash-on-delivery payments), and later as a direct seller. I copied ad content, believing it to be accurate, but some ads—mainly those for pain relief products—contained unintentional exaggerations. I made no profit and refunded any client who complained. I have since left that niche and now focus on safer products. I wish to repent and clear my conscience.

Do I need to contact all clients? Can I delay doing so until I am financially able? Can I issue a public refund announcement instead? Am I liable if I did not earn anything? What is the ruling on this? It would be nearly impossible for me to refund everyone if required, as there were about 700 affiliate orders and 4,000 direct sales.

Answer

In the Name of Allah, the Most Merciful and Compassionate.

Thank you for your question.

Allah says,

“O you who believe: if someone who does wrong brings you tidings, find out the truth of them first; Lest you harm any people out of ignorance, and when things grow clear, come to long regret what you did.” [Quran, 49:6]

The above verse highlights the importance of verifying information before acting upon it.

As the exaggerations were unintentional, there is no sin in it. It is sufficient to issue a public announcement and offer reparations to buyers seeking recourse.

Choice of Return

If the buyer reasonably objects to the product due to exaggerated marketing, he has the right to return the item and receive a refund. However, exercising this right is entirely at his discretion. The Prophet (Allah bless him and give him peace) said,

“Do not artificially fill the udders of camels and sheep (with milk). Whoever purchases them afterward is given two options after milking them: if he wishes, he may keep them; and if he wishes, he may return them along with a measure of dates.”

Repentance

One should repent and resolve not to fall into the same trap again. A believer is not stung from the same hole twice. [Bukhari]

Repentance from the utter depths of your conscience (nasuha) means resolving not to perpetrate the misdemeanor again. Imam al-Ghazali defines repentance as abandoning the choice of a sin whose like has previously preceded in form or status. [Ghazali, Minhaj al-‘Abidin]

Theological Perspective

From a theological perspective, you have sold medication which, upon ingestion, Allah (Most High) independently creates a cure through. You have not sold the cure itself, as the cure has no intrinsic connection to the medication. Thus, as long as there was no clear deception in marketing the product, you are absolved of wrongdoing. Remember that the Prophet (Allah bless him and give him peace) said,

“Whoever deceives us is not from us.” [Muslim]

I pray this is of benefit and that Allah guides us all.
[Shaykh] Muhammad Carr
Checked and Approved by Shaykh Faraz Rabbani

Shaykh Muhammad Carr has dedicated his life to studying and transmitting our beautiful deen. His studies have taken him around the globe, where he has benefited from many luminaries. Under the guidance of his teachers – Shaykh Taha Karan, Shaykh Yaseen Abbas, Shaykh Muadh Ali, and many others – Shaykh Muhammad has grown to appreciate the beauty and benefits of diverse scholarship. He completed his memorization of the Qur’an at Dar al-Ulum Zakariyyah in September 1997 and received an Alimiyya Degree in 2006 from DUAI (Darul Ulum al-Arabiyyah al-Islamiyyah). He is also affiliated with Masjid Auwal in Bo Kaap, Cape Town (the oldest mosque in South Africa), where he serves as a co-imam, and Dar Al-Safa, where he has taught since 2018. As a teacher, he imparts the wisdom of our heritage and tradition by opening the door to students. As an imam, he has the unique opportunity to serve his community in daily life.

In addition to his roles as a teacher and imam, Shaykh Muhammad Carr has contributed significantly to the administrative and advisory aspects of Islamic institutions. Since 2023, he has served as the Administrative Director at The Imam Kurani Institute, contributing to the institution’s growth and development. He continues to pursue traditional Islamic Sciences, possessing a keen interest in Islamic Contract Law and Finance. Shaykh Muhammad has been a Shari‘a Board Member for Islamic Asset Management & Insurance Companies since 2001, aligning financial practices with Islamic principles.