1 Citation for this article: Mokhtar, A., & Samsudin, S. (2015). Islam and Advertising: The Ideal Stakeholder Perspective. Paper presented at the 1st International Conference: Innovative Communication and Sustainable Development in ASEAN, Bangkok, Thailand. ISLAM AND ADVERTISING: THE IDEAL STAKEHOLDER PERSPECTIVE By Dr. Aida Mokhtar and Dr. Sofiah Samsudin Kulliyyah of Islamic Revealed Knowledge and Human Sciences International Islamic University Malaysia ABSTRACT The task of making responsible advertisements is left to key stakeholders. This phenomenological research study contributes to current research by defining the ideals of responsible advertisements from the Islamic perspective that were generated from interviews with academicians. The purpose of this research study is to examine the concept of Islamic advertising as what it should be rather than what has been practised. The key findings suggest that Islamic advertising requires several elements other than the identification of stakeholders. The challenge was in defining Islamic advertising in a seemingly paradoxical situation of consumption. The conception of advertising has been for increased consumption whilst Islam promotes the view of moderation in consumption. ______________________________________________________________________________ Advertisements are used to inform target audience members about products or persuade them to make purchases and are effective when their objectives have been met (S. Moriarty, Mitchell, & Wells, 2015). According to social cognitive theory, people learn by observing other people’s model of behaviour (Bandura, 1988). Lessons of ideal behaviour should be provided through responsible advertising images to the Muslim target audience. STATEMENT OF THE PROBLEM Advertising is related to marketing as it comes under promotion in the marketing mix that is constructed to meet marketing objectives (S. Moriarty, et al., 2015). The marketing mix comprising the four Ps or product, price, place and promotion have to be conceived with guidance