<![CDATA[Introduction: This research deconstructs halal washing practices in digital marketing of six OJK-licensed sharia-compliant P2P lending fintech platforms in Indonesia. Deconstruction is necessary because existing studies analyze gaps in sharia compliance from either marketing content or consumer complaints separately, never simultaneously, so the mechanism linking symbolic sharia claims to documented consumer losses has not yet been empirically mapped. Methods: Qualitative Content Analysis (QCA) with critical-interpretive paradigm was applied to 799 coding units from two corpora: 412 units of digital marketing content and 387 units of consumer complaints (January 2022–December 2024), using an 8-dimension/31-code codebook (Cohen's Kappa κ = 0.74). Derridean Deconstruction and Signaling Theory serve as dual epistemological frameworks. Results: a. A three-level halal washing typology was identified: Symbolic-Visual (65.8% of content), Terminological (78.4%), and Authoritative (38.1%), each confirmed by directly correlated consumer complaints, b. Sharia différance proven empirically: 0% of content provided publicly accessible contract documents or DPS reports, c. Empty signaling market confirmed: signal costs far lower than actual compliance costs, causing all sharia signals including DPS endorsements to lose informative function. d. A Digital Halal Washing Reproduction Cycle Model was constructed through four structural mechanisms: information asymmetry, digital oversight deficit, visual-symbolic heuristics, and asymmetric economic incentives. Conclusion and suggestion: This study concludes that halal washing in Indonesian sharia fintech digital marketing is a systemic phenomenon in which symbolic sharia claims are not consistently supported by substantive compliance, creating a gap between marketing narratives and consumer experiences. By integrating Derridean Deconstruction and Signaling Theory, this study extends the concept of halal washing and proposes a three-level typology comprising symbolic-visual, terminological, and authoritative halal washing. The findings imply that OJK and DSN-MUI should establish explicit standards and periodic audits for digital sharia marketing claims to strengthen consumer protection and industry credibility. Future studies are encouraged to examine halal washing across other Islamic financial sectors and different regulatory contexts to validate and refine the proposed conceptual framework.]]>
