reciprocal trade agreement in <\/p>\n
KUALA LUMPUR \u2013 In Malaysia, the official halal certification is meant to reassure Muslim consumers that an establishment complies with their religious requirements, including being clean and free from forbidden ingredients like pork or alcohol.<\/p>\n
However, not every outlet is willing or able to afford to pay for the certification.<\/p>\n
Instead, some of them put up \u201cno pork, no lard\u201d and \u201cno alcohol\u201d signs in the hope of attracting Muslim consumers. A group calling itself Muslim-Friendly Watch (MFW) even attempted to introduce a label called \u201cMuslim Choice\u201d for such establishments.<\/p>\n
On Nov 5, MFW was forced to disband after a public backlash against its \u201cMuslim Choice\u201d label, drawing attention to issues of consumer trust and regulatory oversight in one of the world\u2019s most influential halal economies.<\/p>\n
\u201cThis move reflects our obedience to the religious authorities and our awareness of the need to safeguard the welfare of the (Muslim community) and the good name of Islam in Malaysia,\u201d MFW said in a statement. A check with the Registrar of Societies Malaysia website on Nov 15 showed that a group called the Muslim Friendly Watch is still active.<\/p>\n
The move came after the Department of Islamic Development Malaysia (Jakim) \u2013 the federal Islamic agency which, among other responsibilities, regulates the halal certification \u2013 said on Nov 2 that it has never recognised the MFW\u2019s label. <\/p>\n
Jakim said that MFW, led by president Noorman Kamsani who appears to be involved in a consumer-focused non-governmental organisation based on news reports, continued to issue the label to eateries for a fee \u2013 despite an earlier warning in August 2024 that it was causing consumer confusion.<\/p>\n
De facto Religious Affairs Minister Mohd Na\u2019im Mokhtar also warned that MFW may be prosecuted under the Trade Descriptions Act, should it not desist.<\/p>\n
The episode highlighted longstanding friction between official certification and a growing patchwork of unofficial claims on restaurant signboards and menus. <\/p>\n
Alongside Jakim\u2019s official halal logo, Malaysian diners routinely encounter terms including \u201cpork-free\u201d, \u201cMuslim-friendly\u201d and several other variations that aim to reassure Muslim customers but do not represent formal certification. <\/p>\n
Some of these are put up by the food and beverage (F&B) establishments themselves. In August, the Selangor Islamic Religious Department said that the use of such signs is prohibited for eateries that do not have an official halal certificate, and that it is illegal to use terms that may mislead consumers. <\/p>\n
These labels can create uncertainty for consumers in Malaysia, home to a Muslim-majority population where halal assurance is a daily priority. <\/p>\n
The latest available survey on Malaysians\u2019 attitudes on halal food found that they place high importance on official assurance. In a 2014 study by academic Aiedah Khalek, 95.1 per cent of respondents said eating halal food is important, and 79.2 per cent said they would not dine at a non-halal outlet.<\/p>\n
In Islam, \u201chalal\u201d means \u201cpermissible\u201d or \u201clawful\u201d under Islamic law. Halal food products must not contain forbidden ingredients such as pork and alcohol, and an animal to be consumed must be slaughtered according to religious rites.<\/p>\n
Mr Aziff Azuddin, research director of think-tank Iman Research, said the Jakim certification is particularly important for established businesses and serves as an indicator that an eatery is \u201creligiously safe\u201d to eat at. This is especially as consumers are scrutinising non-Muslim-owned businesses. <\/p>\n
Meanwhile, \u201cunofficial labels are usually targeted at Muslim consumers who are more lax about the label but still want some baseline assurance\u201d, he said. \u201cIt\u2019s also worth stating that Malay-Muslim consumers are also adventurous and do want to try new trends in the F&B market, and the market recognises this.\u201d <\/p>\n
\u201cThis is what led to the creation of these unofficial labels to cater to this specific class of Muslim consumers,\u201d Mr Aziff told The Straits Times.<\/p>\n
The stakes to get certified are high for those in the F&B business.<\/p>\n
Mr Johan Ishak, the owner of a restaurant called Dim Sum and Me, is in the process of applying for Jakim certification. He said that Chinese eateries like his, in particular, need it.<\/p>\n
\u201cAs long as there is no halal sticker, Malays normally just look and don\u2019t go in because it looks like a Chinese restaurant,\u201d he told ST. \u201cIt is a must if you are a Chinese restaurant in Malaysia. If not, you will lose at least 60 per cent of the market.\u201d<\/p>\n
Malays make up 58.2 per cent of the population as at the third quarter of 2025, according to the Department of Statistics.<\/p>\n
Malaysia prides itself on the standard of its halal certification. When negotiating with the United States for the <\/p>\n reciprocal trade agreement in <\/p>\n
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