<![CDATA[The advancement of digital technology, particularly social media platforms such as TikTok, has transformed marketing strategies and consumer behavior in digital commerce. However, this development has also given rise to promotional practices involving exaggerated product claims that are often unsupported by scientific evidence, potentially misleading consumers and causing both material and immaterial losses. This study employs a qualitative research method with normative and empirical approaches. Data were collected through observations of promotional content on TikTok, interviews with consumers, and a literature review focusing on Imam Al-Ghazali's classical works and Law Number 8 of 1999 concerning Consumer Protection. The findings reveal that promotional practices on TikTok frequently lack transparency, particularly regarding product quality, benefits, and the validity of advertised claims. From Imam Al-Ghazali's perspective, such practices constitute unjust commercial conduct because they contradict the principles of honesty, fairness, and the prohibition of tadlis (fraud) in Islamic commercial transactions. Similarly, under Indonesian positive law, exaggerated and misleading promotional claims may violate Article 4, Article 7, Article 8 paragraph (1) letter f, and Article 17 paragraph (1) of the Consumer Protection Law. These findings demonstrate that misleading digital promotions are not merely ethical violations but also raise legal accountability issues. Therefore, stronger regulatory supervision, responsible marketing practices, and improved consumer literacy are essential to establishing a fair, transparent, and trustworthy digital trading environment]]>
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