<![CDATA[This study examines the legitimacy of halal narratives on digital platforms, focusing on customer reviews and restaurant branding using terms such as “Muslim-friendly,” “no pork, no lard,” and “pork-free” in Penang. Employing a case study design, a total of 1,037 restaurants were initially screened through Google Business searches. From this pool, 35 restaurants were selected for further analysis based on their use of such descriptors. A more in-depth evaluation revealed that 13 of the 35 establishments exhibited issues related to halal compliance in food preparation and misleading branding practices. In addition, supplementary data were collected through Google searches using the keywords “halal restaurants” and “Muslim-friendly,” which identified eight websites actively promoting restaurants with potential halal concerns as halal or Muslim-friendly establishments. Using an inductive analytical approach, five key themes emerged: self-declaration of halal status, misuse of halal logos and branding, legitimacy constructed through user reviews, exploitation of Islamic symbols, and false “Muslim-friendly” narratives reinforced by review portals. The findings indicate a significant epistemic shift from formally certified “verified halal” toward socially constructed “perceived halal” within digital environments. This shift poses substantial challenges to the integrity and credibility of existing halal assurance systems. Accordingly, the study underscores the urgent need for regulatory authorities to strengthen enforcement mechanisms, particularly within digital platforms. Simultaneously, it highlights the importance of enhancing digital literacy among Muslim consumers to mitigate misinformation and avoid confusion regarding halal food establishments in online spaces.]]>
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