<![CDATA[This study examines the implementation of fear marketing in the promotion of deworming medicine and analyzes its ethical implications from the perspective of Islamic economics. The research specifically investigates how fear-based marketing narratives are constructed, how they influence consumer behavior, and to what extent such practices conform to Islamic economic principles. This study employs a qualitative case study approach using digital content observation, semi-structured interviews, and documentation techniques. The collected data were analyzed through thematic analysis involving data reduction, categorization, interpretation, and comparison with the normative principles of Islamic economics, particularly ṣidq (truthfulness), tadlīs (deception), and gharar (uncertainty). The findings reveal that fear marketing is systematically implemented through exaggerated health-threat narratives, dramatized visual representations, persuasive medical terminology, and urgency-based communication strategies designed to stimulate consumers’ emotional responses. These practices significantly influence consumers’ purchasing decisions by increasing fear, anxiety, and impulsive buying behavior while reducing critical evaluation of information. From the perspective of Islamic economics, the study finds that the use of misleading claims, disproportionate health information, and manipulative emotional appeals potentially violates the principles of ṣidq, tadlīs, and gharar because the promotional content tends to obscure factual transparency and create information asymmetry between sellers and consumers. The study highlights the importance of ethical marketing practices grounded in Islamic values, emphasizing honesty, transparency, consumer protection, and the avoidance of exploitative communication strategies within the digital health marketing ecosystem.]]>
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