<![CDATA[Background: Indonesian Competition Law under Law No. 5 of 1999 formally regulates unfair competition, emerging digital strategies such as orchestrated reputational attacks and normalized product imitation reveal a deeper negotiation between market pragmatism and Islamic moral economy Aims: This article examines the interaction between lived Islamic market ethics and competition law in contemporary Indonesia through a socio-legal analysis of black campaign practices and dupe culture in the digital marketplace. Method: the research adopts a socio-legal approach that combines statutory analysis with normative Islamic legal reasoning grounded in fiqh al-muamalah and maqasid al-shariah, particularly the protection of wealth (hifz al-mal) and public interest (maslahah ammah). Findings: black campaign practices represent a contemporary form of informational deception that undermines market trust, while dupe culture reflects an anthropological shift in consumer ethics that challenges the boundaries between accessibility and moral responsibility. These practices illustrate a structural tension between regulatory enforcement by the Indonesian Competition Commission and the lived ethical commitments of market actors. Implication: The study contributes theoretically by demonstrating that competition law in Indonesia operates as a space of continuous negotiation between civil law traditions and Islamic moral norms, thereby affirming that legal accountability in market competition must be understood not only as administrative sanction, but as the integration of state regulation and lived Islamic market ethics aimed at sustaining market justice. Originality: This study argues that these phenomena are not merely violations of positive law, but manifestations of shifting socio-religious values within Muslim-majority commercial society, where principles of amanah, shiddiq, prohibition of ghish, and the doctrine of la darar wa la dirar are reinterpreted in competitive contexts.]]>
