<![CDATA[Artificial intelligence (AI)-enabled digital marketing is reshaping how halal businesses interact with consumers, while simultaneously introducing ethical concerns associated with dark patterns, algorithmic persuasion, and deceptive digital interfaces. Existing halal governance frameworks primarily emphasize product compliance and supply chain integrity but provide limited guidance for governing AI-driven marketing practices. This study develops an Ethical Digital Governance Framework for Halal Business (EDGF-HB) by integrating Islamic business ethics with contemporary digital governance principles. Adopting a conceptual research design supported by an integrative literature review, the study synthesizes insights from AI marketing, platform governance, consumer protection, and Islamic business ethics. The proposed framework operationalizes the principles of ṣidq, amānah, ʿadl, transparency, and the prohibition of tadlīs into governance mechanisms for responsible AI-enabled marketing. The framework extends halal governance beyond product assurance toward ethical digital marketing governance and provides a theoretical foundation for future empirical research, regulatory development, and responsible digital transformation within the platform economy.]]>
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