From Crisis to Credibility: A Content Analysis of JAKIM's Strategic Communication in Governing Malaysia's Halal Ecosystem (2010-2025)

From Crisis to Credibility: A Content Analysis of JAKIM's Strategic Communication in Governing Malaysia's Halal Ecosystem (2010-2025) | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article From Crisis to Credibility: A Content Analysis of JAKIM's Strategic Communication in Governing Malaysia's Halal Ecosystem (2010-2025) Wan Ilinajwa Wan Mustaffa, Wan Rusni Wan Ismail, Mohd Aliff Abdul Majid, and 1 more This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-8308296/v1 This work is licensed under a CC BY 4.0 License Status: Under Review Version 1 posted 11 You are reading this latest preprint version Abstract The Department of Islamic Development Malaysia (JAKIM) plays a pivotal role as the custodian of Malaysia's globally recognised Halal certification. This study employs qualitative content analysis to examine the strategic priorities and evolutionary trajectory of JAKIM's governance as reflected in its official media statements. A census of 50 "Kenyataan Media" (Media Statements) issued between 2010 and 2025 was systematically coded and analysed. The findings reveal seven core thematic categories: (1) Crisis Management & Scandal Response, (2) Digital Transformation & Process Reform, (3) International Diplomacy & Mutual Recognition, (4) Integrity Enforcement & Compliance, (5) Branding & Promotion, (6) Public Advisory, and (7) Cybersecurity. A chronological analysis indicates a significant strategic evolution: a shift from a reactive institution preoccupied with domestic integrity crises (2010–2014) to a proactive, strategic regulator focused on digital governance, global leadership, and brand building (2019–2025). Critically, a secondary qualitative analysis of public commentary reveals an emerging eighth theme: The Credibility Gap, where system usability issues, high certification costs, and new ethical and political pressures undermine consumer trust. This study concludes that JAKIM's communicative actions are a critical performance of its evolving role, demonstrating a sophisticated balancing act between its religious mandate, economic ambitions, and the socio-technological imperatives of the 21st-century global Halal industry. Humanities/Cultural and media studies Social science/Cultural and media studies Social science/Development studies Business and commerce/Information systems and information technology Social science/Politics and international relations Social science/Social policy Halal governance strategic communication crisis management digital transformation content analysis JAKIM Figures Figure 1 1 Introduction 1.1 Contextualizing Halal Governance and Communication The global Halal industry has transcended its traditional religious boundaries to become a significant economic sector, encompassing food, pharmaceuticals, cosmetics, finance, and logistics. Moreover, within this burgeoning market, Malaysia has strategically positioned itself as a global leader and premier Halal hub. This leadership is largely orchestrated by the Department of Islamic Development Malaysia (JAKIM), the central authority responsible for the Malaysian Halal standard, renowned for its rigor and international credibility (Kamil et al., 2025 ; Mohd Daud et al., 2023 ). JAKIM's mandate is intrinsically characterized by a tension between its religious obligation to safeguard the purity of the Muslim community ( ummah ) and its national economic strategy to promote the 'Halal Malaysia' brand internationally. The entire Halal certification system fundamentally relies on public and international trust; consequently, any perceived breach of integrity directly threatens the ecosystem’s credibility and economic viability. While extensive scholarly work exists on Halal from consumer behaviour (Aneesh & Siddiq, 2024 ; Maulina et al., 2020 ), marketing (Floren et al., 2020 ; Maulina et al., 2020 ), and theological perspectives, less research has focused on the internal governance and strategic communication of the certifying bodies themselves. Institutional communications, such as official press releases and media statements, serve as strategic tools to shape public perception, manage legitimacy, and signal policy directions (Sandhu, 2021). This study addresses this gap by treating JAKIM’s official pronouncements as empirical data reflecting institutional priorities. As the global Halal market expands, projected to reach trillions of dollars, the integrity and credibility of its certification bodies have become paramount (Kartika et al., 2024). The Department of Islamic Development Malaysia (JAKIM) stands as a pioneering and globally respected authority in this ecosystem. Its "Halal Malaysia" logo is not merely a religious endorsement but a powerful brand signifying quality, safety, and trust for millions of consumers worldwide. However, this position of authority is continually contested by high-profile integrity crises, rapid technological change, and evolving consumer expectations. This paper investigates the strategic communication of JAKIM as a lens through which to understand its governance priorities and its adaptation to a complex operational landscape. By analyzing 15 years of official media statements (2010–2025), we trace the narrative of JAKIM's institutional journey: from a body forced into reactive postures by scandal to a proactive architect of a modern, digitally enabled Halal ecosystem. This study argues that JAKIM's public statements are not mere announcements but deliberate acts of institutional maintenance and strategic positioning, essential for preserving its credibility in a volatile global market. The research is guided by two principal questions: (1) What are the dominant thematic categories in JAKIM’s official communications between 2010 and 2025? (2) How have these communication themes evolved chronologically over the study period? The central thesis posits that JAKIM’s communicative trajectory represents a deliberate shift from a reactive, crisis-centric operational mode (2010–2014) to a proactive, globally focused, and digitally governed model (2019–2025). 2. Review of Related Literature The governance of Halal certification is a multifaceted issue, intersecting with religion, economics, and international relations. Scholars have extensively documented the role of government bodies in developing the Halal industry (Maulana et al., 2023 ; Tajul Urus et al., 2025 ) and the persistent challenges in certification and enforcement (Abu Bakar et al., 2025 ; Tajul Urus et al., 2025 ). A central theme in recent literature is the critical role of trust, which extends beyond the final product to the entire supply chain (Nguyen et al., 2025 ). A significant driver of change in this domain is digitalization. The adoption of technologies like blockchain and QR codes is seen as a crucial step towards enhancing Halal traceability and integrity (Harsanto et al., 2024 ). This technological imperative exists alongside the constant threat of reputational damage. Coombs ( 2017 ) work on crisis communication provides a robust framework for understanding how organizations like JAKIM must plan for, manage, and respond to threats that can undermine their legitimacy. This study bridges these domains by examining how JAKIM uses strategic communication to navigate both crises and technological opportunities, thereby maintaining its institutional credibility. 2.1. The Malaysian Halal Ecosystem and JAKIM's Role Malaysia's Halal ecosystem is a structured interplay between government policy, industry players, and consumer trust. JAKIM's role as the standard-setter and primary certifier is central to this system, extending beyond issuing certificates to include auditing, enforcement, and promoting the "Halal Malaysia" brand internationally (Mohd Daud et al., 2023 ). 2.2. Strategic Communication and Crisis Management Regulatory bodies utilize strategic communication to inform stakeholders of new policies, respond to crises that threaten institutional legitimacy, and promote the value of their regulations (Coombs, 2017 ). In addition, for an Islamic body like JAKIM, communication also carries a religious duty to safeguard the interests of the Muslim community, making its messaging a matter of public and spiritual trust. Research confirms that timely, transparent, and empathetic communication is pivotal in managing public perception and minimizing reputational damage, especially in sectors with high public scrutiny (Ridheta Citrawijaya et al., 2024 ). 2.3. Halal Integrity and the Digitalization Imperative Halal Food Integrity (HFI) requires comprehensive assurance of Sharia compliance throughout the entire supply chain. Contemporary consensus emphasizes that digitalization and transparency are key technological solutions required to address vulnerabilities in HFI and modernize the Islamic economy (Davids & Sabrain, 2022 ; Ellahi et al., 2025 ). Traceability systems, often involving advanced technology, are necessary to improve Halal integrity and allow consumers to make informed decisions. The implementation of digital systems, such as JAKIM's MyHMS and E-Cert, is a direct policy-level institutionalization of these mandates, aiming to enhance efficiency and distance credibility from individual audit failures. Challenges remain in implementation, including regulatory preparedness and low Sharia digital literacy among the public. Furthermore, certifying bodies like JAKIM play an evolving role beyond verification, acting as institutional actors that influence sustainability and best practices among businesses (Md Moid et al., 2024 ; Muda et al., 2020 ). 3. Research Methodology 3.1. Research Design and Data Source This study employed a qualitative content analysis methodology, a systematic approach for making replicable and valid inferences from texts (Bengtsson, 2016 ). The research corpus consisted of a census of 50 official "Kenyataan Media" (Media Statements) published on JAKIM's official website between January 1, 2010, and October 1, 2025, eliminating sampling bias. Supplementary qualitative data were gathered from user comments on JAKIM’s social media platforms to provide a public perception perspective on the operational strategies. An inductive coding process was used to consolidate the primary media statements into seven core thematic categories. To validate the findings and explore their real-world resonance, a secondary qualitative content analysis of public comments and engagement data from JAKIM's official Facebook and TikTok pages (2019–2025) was conducted. This secondary data revealed the nature of consumer-level interaction with JAKIM's communication, leading to the identification of an emerging eighth theme related to the public's perception of institutional credibility. 3.2. Data Analysis Procedure The analysis followed a systematic process of inductive coding and categorization : Familiarization : The entire dataset was read repeatedly. Generating Initial Codes : Statements were coded line-by-line, namely "new digital system," "MoU signing," "product recall response," and "award won". Searching for Themes : Codes were grouped into seven overarching themes. Reviewing and Defining Themes : Themes were refined to ensure distinction and coherence, for instance, separating enforcement actions into 'Integrity Enforcement' and high-impact reputational damage into 'Crisis Management'. Chronological Analysis : The prevalence of themes was mapped over two phases (2010–2014 and 2019–2025) to identify evolutionary trends. 4. Findings: Thematic and Temporal Analysis The content analysis of the 50 official media statements revealed seven dominant thematic categories. 4.1. Overview of Core Thematic Clusters The content analysis of the 50 JAKIM media statements revealed seven dominant thematic categories. Chronological analysis confirmed a major strategic shift from Crisis Management (24% prevalence) in the early years to Digital Transformation (20%) and International Diplomacy (16%) in the later period. 4.1.1 Thematic Categories of Official Communication The prevalence of each theme across the 50 statements highlights JAKIM's strategic priorities in Table 1 . Crisis Management & Scandal Response (24%): Responses to integrity breaches (e.g., Cadbury, smuggled meat). Digital Transformation & Process Reform (20%): Focus on modernization (e.g., MyHMS, E-Cert, shortening processing time). International Diplomacy & Mutual Recognition (16%): Focus on MoUs and establishing global benchmark status. Integrity Enforcement & Compliance (14%): Direct actions on fraud and clarifying standards. Branding & Promotion (12%): Building the "Halal Malaysia" brand value and publicising awards. Public Advisory (10%): Proactive educational content (e.g., Ramadan vendor advice). Cybersecurity (4%): Responses to digital risks and announcements of secure tools. Table 1 Thematic Distribution of JAKIM Media Statements (2010–2025) (N = 50) Theme Category Count (n) Percentage (%) Dominant Period Key Strategic Focus Crisis Management & Scandal Response 12 24% 2010–2014 & Recurring Institutional Legitimacy Defense Digital Transformation & Process Reform 10 20% 2019–2025 Efficiency, Transparency, and E-Governance (MyHMS, E-Cert) International Diplomacy & Mutual Recognition 8 16% 2019–2025 Global Standard Setting (MoUs, GHaS) Integrity Enforcement & Compliance 7 14% Consistent Fraud and Regulatory Oversight ( Daging Seludup ) Branding & Promotion 6 12% 2019–2025 Market Leadership and Prestige (Awards, GHaS) Public Advisory 4 8% Consistent Consumer Education ("Semak Sebelum Sebar") Cybersecurity 3 6% 2023–2025 Digital Risk Mitigation (Portal Intrusion, E-Cert Security) Table 1 , illustrating the distribution of the 50 media statements across the seven thematic categories, confirms that the two largest areas of communication focus are Crisis Management & Scandal Response (24%) and Digital Transformation & Process Reform (20%). These themes, along with Integrity Enforcement & Compliance (14%), collectively account for 58% of all communications, highlighting the dominant institutional efforts toward defence and modernization. International Diplomacy & Mutual Recognition constitutes 16%, securing Malaysia’s global position, while Public Advisory (8%), Cybersecurity (6%), and Branding & Promotion (12%) round out the remaining strategic areas. The visualization clearly shows the institutional focus on balancing reactive defence with proactive future-proofing. 4.2. Temporal Shift: From Reactive Defence to Proactive Governance Table 2 Comparative Analysis of JAKIM's Strategic Communication Phases (2010–2025) Criterion Phase 1: Reactive (2010–2014) Phase 2: Proactive/Strategic (2019–2025) Primary Focus Institutional Legitimacy Defense (Crisis Management) Global Leadership & Digital Governance Key Crisis Triggers Product Contamination (Cadbury DNA Porcine), Ingredient Status (Golden Churn Butter) Digital Vulnerability (Cybersecurity), Administrative Delay (Auditor General Report) Core Communication Goal Damage Control, Multi-Agency Technical Clarification Efficiency (30-day target), International Authority (MoUs with Indonesia/Saudi Arabia) Key Initiatives Ad-hoc crisis meetings MyHMS, E-Cert, SmartHalal QR Code Table 2 shows the comparative Analysis of JAKIM’s strategic communication phases (2010–2025). The Reactive Phase (2010–2014) was dominated by acute crises, particularly the Cadbury DNA Porcine Contamination Scandal (2014), which resulted in multi-agency technical clarification and a massive public response, demanding urgent institutional intervention. The Proactive Phase (2019–2025) is characterized by a strategic pivot, leveraging communications to announce major reforms such as the Sijil Pengesahan Halal Malaysia (SPHM) Secara Elektronik (E-Cert) (2025) and efforts to shorten certification processing time to 30 days (2023). 4.4. Emerging Theme: The Credibility Gap Analysis of the secondary public commentary data identified a significant dissonance between the institution's projected efficiency and the consumer's experience, which is termed the Credibility Gap. This gap is characterized by three critical, interconnected sub-themes. 4.4.1. Digital Friction and Usability Demands Despite official emphasis on Digital Transformation, public comments repeatedly express severe frustration with digital verification tools. Users highlight core technical failures: "Mohon upgrade website tu.. x mesra pengguna. Lambat loading" (Please upgrade the website... not user-friendly. Slow loading). This operational friction undermines the religious duty of seeking Halal: "Mencari halal itu fardhu" (Seeking Halal is obligatory), making digital verification a perceived barrier rather than an enabler. The public demands scannable, specific QR Codes linked directly to product status for immediate traceability, as shown in Table 3 . The supplementary qualitative data provides rich, dated evidence of this friction and the strong public demand for a technical solution to enhance traceability. Table 3 Informant for the theme Digital Friction and Usability Demands Informant Date of Comment Transcript (Malay - Original) Transcript (English - Translation) Key Evidence of Credibility Gap I13 2023-10-24 "Mohon bina apps yg mudah utk pgguna cek.. sistem sediaada sgat payah... Mencari halal itu fardhu" "Please build an easy app for consumers to check.. the existing system is very difficult... Seeking halal is obligatory (fardhu)." System is "very difficult," linking friction to religious duty. I14 2023-10-24 "Mohon upgrade website tu.. x mesra pengguna. Lambat loading" "Please upgrade the website.. not user-friendly. Slow loading." Specific complaint regarding poor User Experience (UX). I22 2023-10-19 "Fuh, nak semak status halal pun susah" "Phew, even checking the halal status is difficult." Direct confirmation of the difficulty of the verification process. I24 2025-01-13 "yg skrang ni kena buka website, tekan link apa segala lg. Pastu kdg x dpt detect pun.. mula berjam2lah sy dkt rak brg tu berusaha utk check statu halal produk yg jarang dibeli" "right now you have to open the website, press links and everything. Then sometimes it can't even detect... I start spending hours at the shelf trying to check the halal status of products I rarely buy." Confirms that the current system is time-consuming, suffers from technical failure, and causes consumer frustration. I23 2025-01-13 "Cop Halal kena datang dengan QR Code yang direct link ke database JAKIM untuk pengesahan. Code tu bukan bawa ke main page, tapi specific page." "The Halal Stamp must come with a QR Code that direct links to the JAKIM database for verification. The code shouldn't lead to the main page, but a specific page." Demands the specific technical solution of product-level, direct-link QR Codes. I15 2023-10-24 "cuba buat Qr code halal bagi setiap sijil yg dikeluarkan... so tak de la kot issue copy logo halal.." "try to create a Halal QR code for every certificate issued... so maybe there won't be issues with copying the halal logo." Demand for unique QR codes to ensure immediate, secure traceability and prevent forgery. I29 2024-01-20 "Cadangan kepada jakim untuk guna no siri pada logo halal seperti thailand. Boleh guna no siri ni untuk validate status halal pada product." "Suggestion to JAKIM to use a serial number on the halal logo like Thailand. This serial number can be used to validate halal status on the product." Proposes an alternative validation mechanism (serial numbers) for immediate product verification. I27 2024-02-28 "Warna logo sepatutnya hanya hitam & putih atau hijau-putih?" "Should the logo color only be black & white or green-white?" Confusion over the visual specifications/permissible colors of the logo. Note: I = Informant 4.4.2. Cost, Complexity, and Enforcement Ambiguity Consumers link the perceived high cost of certification (up to RM20,000) with a perceived lack of enforcement, particularly against local businesses using misleading "Muslim Friendly" labels. The policy critique suggests the current unitary SPHM is too complex, proposing a separation into two standards (Halal ingredients vs. Halal and Toyyiban premises) to better manage complexity and cost. The additional data reinforce the demand for clearer standards and stricter enforcement as posited in Table 4 . Table 4 Themes of Cost, Complexity, and Enforcement Ambiguity Informant Date of Comment Transcript (Malay - Original) Transcript (English - Translation) Key Evidence of Credibility Gap I18 2023-10-24 "Bahagikan kpd dua standard. Pertama, sijil halal bahan makanan. Kedua, sijil halal dan toyyibanpremis..." "Divide it into two standards. First, halal ingredients certificate. Second, halal and toyyiban premises certificate..." Proposes a complex policy solution to simplify the unitary standard and encourage wider adoption. I10 2023-10-24 "ambil lah tindakan pada premis2 mknan yg menggunakan ayat NO PORK NO LARD MUSLIM FRIENDLY... Dlm bab HALAL ni xde istilah2 ni semua..." "take action against food premises using the phrase NO PORK NO LARD MUSLIM FRIENDLY... In the matter of HALAL, there are no such terms..." Demands enforcement against the proliferation of misleading non-halal labels. I17 2023-10-24 "Mohon JAKIM bertegas sedikit dengan menjalankan penguatkuasaan pada restoran2 yg mengelirukan ini" "Please ask JAKIM to be firmer by carrying out enforcement on these misleading restaurants." Reinforces the demand for stricter enforcement against ambiguous labels in public spaces. I21 2023-10-24 "Tak mahal tapi tak cakna dan tiada penguatkuasaan sahaja." "It's not expensive, but they don't care and there is no enforcement." Links the core problem not to cost, but to a perceived failure in enforcement. I30 2022-08-17 "kalau tongmo sosej adakah halal atau Haram? sebb xdak sijil tp masyarakat kita suka mengikut trend bab2 mkn ni." "Is tongmo sausage halal or Haram? Because it doesn't have a certificate but our society likes to follow food trends." Demonstrates consumer need for Public Advisory on specific, uncertified trendy products. Note: I = Informant 4.4.3. Ethical and Geopolitical Contamination A new vector of crisis has emerged where geopolitical and ethical factors supersede religious certification. Consumer trust is contaminated by statements expressing a political stance: "Halal ke haram ke aku tetap boikot #freepalestine". Furthermore, the core institutional legitimacy is challenged by statements expressing complete disillusionment: "Sorry, aku tak percaya pada logo halal JAKIM 100%". This shows that trust is no longer purely procedural but is increasingly tied to the moral and political standing of both the certified companies and the regulatory body itself. The qualitative analysis provides direct evidence of this Credibility Gap and the challenge of Ethical and Geopolitical Contamination as posited in Table 5 . Table 5 Themes of Credibility Gap and the Challenge of Ethical and Geopolitical Contamination Informant Date of Comment Transcript (Malay - Original) Transcript (English - Translation) Key Evidence of Credibility Gap I7 2024-5-3 "Sorry, aku tak percaya pada logo halal JAKIM 100%. Sebab JAKIM bukannya maksum macam Nabi Shallallahu Alaihi Wasallam!" "Sorry, I don't believe in the JAKIM halal logo 100%. Because JAKIM is not infallible like the Prophet Shallallahu Alaihi Wasallam!" Direct challenge to institutional authority and trustworthiness. I6 2024-5-3 "jakim bkn lg badan kerajaan yg dihormati. Sudut halal haram bkn setakat bahan shj" "JAKIM is no longer a respected government body. The angle of halal/haram is not just about ingredients only." Assertion that JAKIM has lost institutional respect. I5 2024-5-3 "Halal ke haram ke aku tetap boikot #freepalestine" "Halal or haram, I will still boycott #freepalestine" Geopolitical/Ethical factors override formal Halal status. I8 2024-9-14 "kasi confirm betul-betul laaa halal ke haram...mn bukti ada sijil halal?" "really confirm whether it's halal or haram... where is the proof of the halal certificate?" Demand for concrete proof and transparency (reflects baseline distrust). I3 2024-5-11 "masalahnya org x bertanggungjwb meniru sijil halal, pengguna boleh check dan lapor pd kpdnkk n hll" "The problem is irresponsible people are faking halal certificates, consumers can check and report to KPDNKK and the halal authorities." Acknowledges integrity issue of forgery, placing the burden of enforcement on the consumer. Note: I = Informant 5. Discussion 5.1. The Crisis Continuum: From Product Integrity to Digital Trust The persistence of Crisis Management (24%) demonstrates that Halal integrity remains perpetually vulnerable. Additionally, while the Cadbury crisis required immediate, high-stakes clarification and third-party validation (Arnoldi & Naidoo, 2020 ; Coman et al., 2021 ), the period 2019–2025 saw JAKIM managing recurring crises , for instance, Tealive, requiring multiple Facebook clarifications from 2019–2024 and emphasizing the public’s role in debunking fitnah (slander) through the motto Semak Sebelum Sebar (Check Before You Share). The emergence of Cybersecurity (6%) as a thematic category confirms that digital risk is the new frontier of governance. The integrity of the E-Cert system, protected by robust encryption and blockchain exploration, is now synonymous with the integrity of the Halal certification itself. 5.2. E-Governance Friction and the Crisis of Usability JAKIM's strategic projection of efficiency through Digital Transformation (20%) is critically undermined by consumer experience. Qualitative feedback reveals significant operational friction: users complain the verification process is "very difficult," the official website is " slow loading " and " not user-friendly. ". This operational gap is crucial because the public demands seamless, immediate traceability tools, such as unique QR codes for every certificate, as the primary defense against certificate forgery. In addition, when digital tools fail to meet expectations, the communication of efficiency is nullified, and institutional credibility erodes, especially since seeking Halal (permissible) is viewed by consumers as a religious fardhu (obligation). 5.3. The Deepening Crisis of Trust and Ethical Contamination Public commentary reveals a profound loss of faith that transcends technical Halal compliance to encompass ethical and geopolitical criteria. Highly critical users state they "don't trust the JAKIM halal logo" and believe JAKIM is "no longer a respected government body". Most significantly, a new threat vector of ethical contamination has emerged, where consumers override Halal status based on geopolitical stances: "Halal or Haram, I still boycott #freepalestine". This introduces a challenge that conventional HFI protocols are ill-equipped to handle, demanding that JAKIM's communications adapt to address the ethical and political dimensions of consumer trust. 5.4. Administrative Deficiencies and Policy Complexity Critiques regarding Integrity Enforcement link the perceived high cost of certification (reported up to RM20,000) with a lack of robust enforcement against misleading practices like using " Muslim friendly " labels. The public proposes sophisticated policy recommendations, such as separating the Halal certificate into "halal ingredients" and "Halal and Toyyiban premises" standards. Toyyiban is defined by its emphasis on goodness, safety, and hygiene, providing an added value to Halal; however, the complexity of its operationalization remains a significant point of friction. Therefore, this public engagement suggests a demand for greater clarity and lower administrative barriers, viewing current communications as mere administrative box-ticking rather than a commitment to public education. 5.5. Halal Diplomacy and Global Market Projection The strong focus on International Diplomacy (16%) and Branding & Promotion (12%) serves as a critical counter-narrative to domestic crises. By announcing MoUs with Indonesia and Saudi Arabia, JAKIM strategically projects global authority, reinforcing Malaysia's status as a Halal benchmark (Tohe et al., 2021 ; Yustianingsih et al., 2024 ). This external validation is vital for maintaining the economic viability and global prestige of the Halal Malaysia brand. 6. Conclusion and Policy Implications The findings illustrate that JAKIM's strategic communication performs a dual function: it manages daily operations and constructs a public narrative of competent, forward-looking governance. The visual representation of this shift from a reactive to a proactive posture is captured in Fig. 1 . Source (s): Author’s own The dominance of Digital Transformation themes signals a strategic commitment to efficiency and transparency, vital for maintaining global trust (Buonocore et al., 2024 ; Gagan Deep, 2023 ). The increased focus on International Diplomacy underscores Malaysia's ambition to be a global standard-setter, a powerful move supported by literature on trade and non-tariff barriers (Mohammed et al., 2024 ). However, the persistent need for Crisis Management and the newly identified Credibility Gap highlight a fundamental issue: while policy is moving toward digitalization, public trust is being lost due to operational friction and new ethical pressures. The social media feedback confirms that the technical integrity of the Halal supply chain is only one part of the equation; the perceived institutional integrity (usability, cost, and enforcement transparency) is equally, if not more, critical to sustaining credibility. 6.1. Synthesis of Findings and Theoretical Contribution JAKIM’s strategic communication charts a crucial institutional evolution from a reactive domestic entity to a proactive global regulator. The dominance of digital and international themes reflects a sophisticated pivot aimed at achieving legitimacy through verifiable efficiency and global interoperability. However, the study finds that institutional communication faces increasing friction from operational usability failures and the rise of ethical/geopolitical consumer scrutiny. This demonstrates that for Islamic regulatory bodies, maintaining credibility requires not only timely crisis response but also seamless, user-centric e-governance and a framework capable of addressing complex, non-religious ethical consumer demands. The study concludes that this transition to global credibility is being hampered by the Credibility Gap. Future success depends on closing this gap by translating policy efficiency into superior user experience (UX) and addressing the emerging ethical and political dimensions of consumer distrust. 6.2. Policy and Practice Recommendations Based on the strategic shift observed and the friction identified in consumer feedback, the following policy and practice recommendations are proposed: R1: Prioritize Seamless Digital UX for Traceability. JAKIM must allocate resources to immediately address website speed and app usability. The prompt, universal deployment of easy-to-scan, unique QR codes on all certificates is crucial to empower consumers and counter the recurring problem of certificate forgery. R2: Formalize Ethical Risk Communication. The communication framework must be adapted to proactively manage non-Halal risk vectors, such as geopolitical concerns, affirming that the "Halal Malaysia" brand upholds both Sharia compliance and core ethical values. R3: Implement a Comprehensive Public Education Curriculum. The Semak Sebelum Sebar campaign must be formalized into a mandatory, multi-channel curriculum that explicitly teaches consumers how to use the new E-Cert and QR verification tools. This shifts the burden of countering misinformation from defensive press releases to educated consumer self-regulation. Declarations Not applicable Ethical Approval This article does not contain any studies with human participants performed by any of the authors. Informed Consent This article does not contain any studies with human participants performed by any of the authors. Author Contribution W.I.W.M.: Conceptualization, Data Curation, Formal Analysis, Investigation, Methodology, Writing – Original Draft.W.R.W.I.: Supervision, Project Administration, Validation, Writing – Review & Editing, Resources (as Corresponding Author).M.A.A.M.: Methodology, Validation, Writing – Review & Editing, Visualization.N.H.K.: Validation, Writing – Review & Editing.Summary of Contributions:Wan Ilinajwa Wan Mustaffa (W.I.W.M.) was primarily responsible for the core research activities, including designing the study, collecting and curating the data (the 50 media statements and public comments), conducting the formal qualitative content analysis, and writing the initial draft of the manuscript.Wan Rusni Wan Ismail (W.R.W.I.), as the corresponding author, likely oversaw the project, provided supervision, secured resources, and played a key role in reviewing, editing, and validating the final manuscript.Mohd Aliff Abdul Majid (M.A.A.M.) contributed to the methodological framework, assisted in validating the findings, contributed to the review and editing process, and was likely responsible for preparing the visualizations (tables and Figure 1).Nitty Hirawaty Kamarulzaman (N.H.K.) provided critical feedback, validation of the analysis and conclusions, and contributed to reviewing and editing the manuscript. Data Availability Yes, this study used and generated research data. Primary data were generated through qualitative content analysis of JAKIM’s digital platforms, while relevant secondary sources, such as previous studies and official reports, were used to support the analysis. References Abu Bakar M, Mohammed Noor A, Ismail S, Shahrom NFN, Talib M, N., Hashim N (2025) Halal Food Industry in Malaysia: Key Challenges and The Path Forward. Int J Entrepreneurship Manage Practices 8(29):400–414. https://doi.org/10.35631/ijemp.829027 Aneesh AKAA, Siddiq A (2024) Behaviour of muslim consumer towards halal food products: a review and bibliometric analysis. J Halal Prod Res 7(2):199–209. https://doi.org/10.20473/jhpr.7-issue.2.199-209 Arnoldi E, Naidoo M (2020) Cadbury Malaysia: Challenge and Lessons . https://www.researchgate.net/publication/344436894 Bengtsson M (2016) How to plan and perform a qualitative study using content analysis. 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Ekonomski Izazovi 11(22):10–17. https://doi.org/10.5937/ekoizazov2222010d Ellahi RM, Wood LC, Khan M, Bekhit AEDA (2025) Integrity Challenges in Halal Meat Supply Chain: Potential Industry 4.0 Technologies as Catalysts for Resolution. In Foods (Vol. 14, Issue 7). Multidisciplinary Digital Publishing Institute (MDPI). https://doi.org/10.3390/foods14071135 Floren J, Rasul T, Gani A (2020) Islamic marketing and consumer behaviour: a systematic literature review. In Journal of Islamic Marketing (Vol. 11, Issue 6, pp. 1557–1578). Emerald Group Holdings Ltd. https://doi.org/10.1108/JIMA-05-2019-0100 Gagan Deep (2023) Digital transformation’s impact on organizational culture. Int J Sci Res Archive 10(2):396–401. https://doi.org/10.30574/ijsra.2023.10.2.0977 Harsanto B, Ifghaniyafi Farras J, Avian Firmansyah E, Pradana M, Apriliadi A (2024) Digital Technology 4.0 on Halal Supply Chain: A Systematic Review Kamil A, Hatta FAM, Ismail AG (2025) Comparative study: Analysis of halal standards of the food industry in Islamic countries. In Multidisciplinary Reviews (Vol. 8, Issue 8). Malque Publishing. https://doi.org/10.31893/multirev.2025257 Kartika, Sapa N, Muthiadin C (2024) Halal Certification in International Trade. Southeast Asia J Graduate Islamic Bus Econ (SAJGIBE) 2(3):25–30 Maulana H, Taufani MK, Thasker MABM, Harahap SAR, Zarkasyi MR (2023) Issues & Challenges of Halal Industry Development in Indonesia: Stakeholder Perspectives (pp. 44–48). https://doi.org/10.2991/978-94-6463-346-7_9 Maulina A, Rahmawati NF, Arizona A (2020) Consumer Behaviour in Halal Food: A Systematic Mapping Study. IJSS Ilomata Int J Social Sci 1(4):208–215. https://www.ilomata.org/index.php/ijss Md Moid M, Supian K, Ahmad Shah N, Yahya F, Moid N, Hasim M, Mahayuddin N, N., Shari S (2024) S. Factors Influencing Halal Certification Application among SME Bumiputera Food and Beverage Manufacturers in Malaysia . 9 (1), 34–50. http://sbr.journals.unisel.edu.my/ojs/index.php/sbr Mohammed A, Aljanabe S, Maha AM, Hakimie A, Yusli L, Zukafli AL, Hassim JZ, Farahiyah W, Rahman WI, A., Al-Janabi S (2024) The Implication of International Disputes on the International Trade: Malaysia as a Case Study. Geopolitics Q 20:117–139. https://doi.org/10.13140/RG.2.2.12844.78723 Mohd Daud AH, Lee MS, U. H., Ismail A (2023) The Practice of Halal Certification: A Case of Malaysia’s Halal Meat-Based Industry. Int J Acad Res Bus Social Sci 13(8):1563–1577. https://doi.org/10.6007/ijarbss/v13-i8/17666 Muda MH, Rahim A, Abdul Rahim A, Muhammad NR, S. Z., Aziz A, S (2020) Exploring The Role of Halal Certification on Food Companies’ Performance in Malaysia. J Fatwa Manage Res 21(1):49–68. https://doi.org/10.33102/jfatwa.vol21no1.281 Nguyen MP, Thai V, Van, Chan C, Lau KH, Nguyen MTN, Do HPN (2025) The interplay among trust, reciprocity and commitment factors in facilitating supply chain collaboration: the case of Vietnamese fishery industry. Asia Pac J Mark Logistics 37(1):150–170. https://doi.org/10.1108/APJML-04-2024-0445 Ridheta Citrawijaya O, Kurniawan Susanto B, Amalia A, D., O R D S KW (2024) The Role of Communication Strategies in Crisis Management: A Comparative Analysis Across Industries . 1 (6). https://creativecommons.org/licenses/by/4.0 Tajul Urus NS, Abd. Azzis NM, Roslan ES, Syed N, Affendi SNY (2025) Global Recognition of Halal Certification: A Fundamental, Innovative, and International Paradigm for Ensuring Integrity and Enhancing Competitiveness in the Global Halal Industry. Int J Acad Res Bus Social Sci 15(9). https://doi.org/10.6007/ijarbss/v15-i9/26470 Tohe A, Kholisin K, Dariyadi MW, Omar N (2021) Mapping Out Halal Certification in Indonesia and Malaysia: Challenges, Opportunities, and Comparative Advantage. Nusantara Halal Journal (Halal Awareness, Opinion, Research, and Initiative) , 2 (1), 33–45. https://doi.org/10.17977/um060.2021v2p033-045 Yustianingsih L, Mufid A, Hafidz M, Maifiah M, Gunawan S (2024) Comparison Study of Halal Management System in Indonesia and Malaysia. Halal Res 4(4):39–55 Additional Declarations No competing interests reported. Cite Share Download PDF Status: Under Review Version 1 posted Editorial decision: Revision requested 25 Mar, 2026 Reviews received at journal 29 Dec, 2025 Reviewers agreed at journal 27 Dec, 2025 Reviews received at journal 26 Dec, 2025 Reviewers agreed at journal 26 Dec, 2025 Reviewers agreed at journal 24 Dec, 2025 Reviewers invited by journal 24 Dec, 2025 Editor assigned by journal 24 Dec, 2025 Editor invited by journal 24 Dec, 2025 Submission checks completed at journal 20 Dec, 2025 First submitted to journal 20 Dec, 2025 You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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1","display":"","copyAsset":false,"role":"figure","size":76915,"visible":true,"origin":"","legend":"\u003cp\u003eInstitutional Priority vs. Consumer Reality\u003c/p\u003e\n\u003cp\u003eSource (s): Author’s own\u003c/p\u003e","description":"","filename":"FIGURE1.jpg","url":"https://assets-eu.researchsquare.com/files/rs-8308296/v1/a607f01576907375df526472.jpg"},{"id":99322996,"identity":"3b12301b-8db8-40a2-951b-12e8320b21f1","added_by":"auto","created_at":"2025-12-31 16:44:42","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1484344,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-8308296/v1/efcf65cb-1dbe-469d-84c4-ce4afe44bcdb.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"From Crisis to Credibility: A Content Analysis of JAKIM's Strategic Communication in Governing Malaysia's Halal Ecosystem (2010-2025)","fulltext":[{"header":"1 Introduction","content":"\u003cdiv id=\"Sec2\" class=\"Section2\"\u003e \u003ch2\u003e1.1 Contextualizing Halal Governance and Communication\u003c/h2\u003e \u003cp\u003eThe global Halal industry has transcended its traditional religious boundaries to become a significant economic sector, encompassing food, pharmaceuticals, cosmetics, finance, and logistics. Moreover, within this burgeoning market, Malaysia has strategically positioned itself as a global leader and premier Halal hub. This leadership is largely orchestrated by the Department of Islamic Development Malaysia (JAKIM), the central authority responsible for the Malaysian Halal standard, renowned for its rigor and international credibility (Kamil et al., \u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Mohd Daud et al., \u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2023\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eJAKIM's mandate is intrinsically characterized by a tension between its religious obligation to safeguard the purity of the Muslim community (\u003cem\u003eummah\u003c/em\u003e) and its national economic strategy to promote the 'Halal Malaysia' brand internationally. The entire Halal certification system fundamentally relies on public and international trust; consequently, any perceived breach of integrity directly threatens the ecosystem\u0026rsquo;s credibility and economic viability.\u003c/p\u003e \u003cp\u003eWhile extensive scholarly work exists on Halal from consumer behaviour (Aneesh \u0026amp; Siddiq, \u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Maulina et al., \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2020\u003c/span\u003e), marketing (Floren et al., \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Maulina et al., \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2020\u003c/span\u003e), and theological perspectives, less research has focused on the internal governance and strategic communication of the certifying bodies themselves. Institutional communications, such as official press releases and media statements, serve as strategic tools to shape public perception, manage legitimacy, and signal policy directions (Sandhu, 2021). This study addresses this gap by treating JAKIM\u0026rsquo;s official pronouncements as empirical data reflecting institutional priorities.\u003c/p\u003e \u003cp\u003eAs the global Halal market expands, projected to reach trillions of dollars, the integrity and credibility of its certification bodies have become paramount (Kartika et al., 2024). The Department of Islamic Development Malaysia (JAKIM) stands as a pioneering and globally respected authority in this ecosystem. Its \"Halal Malaysia\" logo is not merely a religious endorsement but a powerful brand signifying quality, safety, and trust for millions of consumers worldwide. However, this position of authority is continually contested by high-profile integrity crises, rapid technological change, and evolving consumer expectations.\u003c/p\u003e \u003cp\u003eThis paper investigates the strategic communication of JAKIM as a lens through which to understand its governance priorities and its adaptation to a complex operational landscape. By analyzing 15 years of official media statements (2010\u0026ndash;2025), we trace the narrative of JAKIM's institutional journey: from a body forced into reactive postures by scandal to a proactive architect of a modern, digitally enabled Halal ecosystem. This study argues that JAKIM's public statements are not mere announcements but deliberate acts of institutional maintenance and strategic positioning, essential for preserving its credibility in a volatile global market.\u003c/p\u003e \u003cp\u003eThe research is guided by two principal questions: (1) What are the dominant thematic categories in JAKIM\u0026rsquo;s official communications between 2010 and 2025? (2) How have these communication themes evolved chronologically over the study period? The central thesis posits that JAKIM\u0026rsquo;s communicative trajectory represents a deliberate shift from a reactive, crisis-centric operational mode (2010\u0026ndash;2014) to a proactive, globally focused, and digitally governed model (2019\u0026ndash;2025).\u003c/p\u003e \u003c/div\u003e"},{"header":"2. Review of Related Literature","content":"\u003cp\u003eThe governance of Halal certification is a multifaceted issue, intersecting with religion, economics, and international relations. Scholars have extensively documented the role of government bodies in developing the Halal industry (Maulana et al., \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Tajul Urus et al., \u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2025\u003c/span\u003e) and the persistent challenges in certification and enforcement (Abu Bakar et al., \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Tajul Urus et al., \u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). A central theme in recent literature is the critical role of trust, which extends beyond the final product to the entire supply chain (Nguyen et al., \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2025\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eA significant driver of change in this domain is digitalization. The adoption of technologies like blockchain and QR codes is seen as a crucial step towards enhancing Halal traceability and integrity (Harsanto et al., \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). This technological imperative exists alongside the constant threat of reputational damage. Coombs (\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2017\u003c/span\u003e) work on crisis communication provides a robust framework for understanding how organizations like JAKIM must plan for, manage, and respond to threats that can undermine their legitimacy. This study bridges these domains by examining how JAKIM uses strategic communication to navigate both crises and technological opportunities, thereby maintaining its institutional credibility.\u003c/p\u003e \u003cdiv id=\"Sec4\" class=\"Section2\"\u003e \u003ch2\u003e2.1. The Malaysian Halal Ecosystem and JAKIM's Role\u003c/h2\u003e \u003cp\u003eMalaysia's Halal ecosystem is a structured interplay between government policy, industry players, and consumer trust. JAKIM's role as the standard-setter and primary certifier is central to this system, extending beyond issuing certificates to include auditing, enforcement, and promoting the \"Halal Malaysia\" brand internationally (Mohd Daud et al., \u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2023\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec5\" class=\"Section2\"\u003e \u003ch2\u003e2.2. Strategic Communication and Crisis Management\u003c/h2\u003e \u003cp\u003eRegulatory bodies utilize strategic communication to inform stakeholders of new policies, respond to crises that threaten institutional legitimacy, and promote the value of their regulations (Coombs, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2017\u003c/span\u003e). In addition, for an Islamic body like JAKIM, communication also carries a religious duty to safeguard the interests of the Muslim community, making its messaging a matter of public and spiritual trust. Research confirms that timely, transparent, and empathetic communication is pivotal in managing public perception and minimizing reputational damage, especially in sectors with high public scrutiny (Ridheta Citrawijaya et al., \u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec6\" class=\"Section2\"\u003e \u003ch2\u003e2.3. Halal Integrity and the Digitalization Imperative\u003c/h2\u003e \u003cp\u003eHalal Food Integrity (HFI) requires comprehensive assurance of \u003cem\u003eSharia\u003c/em\u003e compliance throughout the entire supply chain. Contemporary consensus emphasizes that digitalization and transparency are key technological solutions required to address vulnerabilities in HFI and modernize the Islamic economy (Davids \u0026amp; Sabrain, \u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Ellahi et al., \u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). Traceability systems, often involving advanced technology, are necessary to improve Halal integrity and allow consumers to make informed decisions. The implementation of digital systems, such as JAKIM's MyHMS and E-Cert, is a direct policy-level institutionalization of these mandates, aiming to enhance efficiency and distance credibility from individual audit failures. Challenges remain in implementation, including regulatory preparedness and low \u003cem\u003eSharia\u003c/em\u003e digital literacy among the public. Furthermore, certifying bodies like JAKIM play an evolving role beyond verification, acting as institutional actors that influence sustainability and best practices among businesses (Md Moid et al., \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Muda et al., \u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e2020\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e"},{"header":"3. Research Methodology","content":"\u003cdiv id=\"Sec8\" class=\"Section2\"\u003e \u003ch2\u003e3.1. Research Design and Data Source\u003c/h2\u003e \u003cp\u003eThis study employed a qualitative content analysis methodology, a systematic approach for making replicable and valid inferences from texts (Bengtsson, \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2016\u003c/span\u003e). The research corpus consisted of a census of 50 official \"Kenyataan Media\" (Media Statements) published on JAKIM's official website between January 1, 2010, and October 1, 2025, eliminating sampling bias. Supplementary qualitative data were gathered from user comments on JAKIM\u0026rsquo;s social media platforms to provide a public perception perspective on the operational strategies.\u003c/p\u003e \u003cp\u003eAn inductive coding process was used to consolidate the primary media statements into seven core thematic categories. To validate the findings and explore their real-world resonance, a secondary qualitative content analysis of public comments and engagement data from JAKIM's official Facebook and TikTok pages (2019\u0026ndash;2025) was conducted. This secondary data revealed the nature of consumer-level interaction with JAKIM's communication, leading to the identification of an emerging eighth theme related to the public's perception of institutional credibility.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec9\" class=\"Section2\"\u003e \u003ch2\u003e3.2. Data Analysis Procedure\u003c/h2\u003e \u003cp\u003eThe analysis followed a systematic process of inductive coding and categorization :\u003c/p\u003e \u003cp\u003e \u003col\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003e \u003cb\u003eFamiliarization\u003c/b\u003e: The entire dataset was read repeatedly.\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003e \u003cb\u003eGenerating Initial Codes\u003c/b\u003e: Statements were coded line-by-line, namely \"new digital system,\" \"MoU signing,\" \"product recall response,\" and \"award won\".\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003e \u003cb\u003eSearching for Themes\u003c/b\u003e: Codes were grouped into seven overarching themes.\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003e \u003cb\u003eReviewing and Defining Themes\u003c/b\u003e: Themes were refined to ensure distinction and coherence, for instance, separating enforcement actions into 'Integrity Enforcement' and high-impact reputational damage into 'Crisis Management'.\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003e \u003cb\u003eChronological Analysis\u003c/b\u003e: The prevalence of themes was mapped over two phases (2010\u0026ndash;2014 and 2019\u0026ndash;2025) to identify evolutionary trends.\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003c/ol\u003e \u003c/p\u003e \u003cp\u003e \u003cul\u003e \u003cli\u003e"},{"header":"4. Findings: Thematic and Temporal Analysis","content":" \u003c/li\u003e \u003c/ul\u003e \u003c/p\u003e \u003cp\u003eThe content analysis of the 50 official media statements revealed seven dominant thematic categories.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec10\" class=\"Section2\"\u003e \u003ch2\u003e4.1. Overview of Core Thematic Clusters\u003c/h2\u003e \u003cp\u003eThe content analysis of the 50 JAKIM media statements revealed seven dominant thematic categories. Chronological analysis confirmed a major strategic shift from Crisis Management (24% prevalence) in the early years to Digital Transformation (20%) and International Diplomacy (16%) in the later period.\u003c/p\u003e \u003cdiv id=\"Sec11\" class=\"Section3\"\u003e \u003ch2\u003e4.1.1 Thematic Categories of Official Communication\u003c/h2\u003e \u003cp\u003eThe prevalence of each theme across the 50 statements highlights JAKIM's strategic priorities in Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e.\u003c/p\u003e \u003cp\u003e \u003cb\u003eCrisis Management \u0026amp; Scandal Response\u003c/b\u003e (24%): Responses to integrity breaches (e.g., Cadbury, smuggled meat).\u003c/p\u003e \u003cp\u003e \u003cb\u003eDigital Transformation \u0026amp; Process Reform\u003c/b\u003e (20%): Focus on modernization (e.g., MyHMS, E-Cert, shortening processing time).\u003c/p\u003e \u003cp\u003e \u003cb\u003eInternational Diplomacy \u0026amp; Mutual Recognition\u003c/b\u003e (16%): Focus on MoUs and establishing global benchmark status.\u003c/p\u003e \u003cp\u003e \u003cb\u003eIntegrity Enforcement \u0026amp; Compliance\u003c/b\u003e (14%): Direct actions on fraud and clarifying standards.\u003c/p\u003e \u003cp\u003e \u003cb\u003eBranding \u0026amp; Promotion\u003c/b\u003e (12%): Building the \"Halal Malaysia\" brand value and publicising awards.\u003c/p\u003e \u003cp\u003e \u003cb\u003ePublic Advisory\u003c/b\u003e (10%): Proactive educational content (e.g., Ramadan vendor advice).\u003c/p\u003e \u003cp\u003e \u003cb\u003eCybersecurity\u003c/b\u003e (4%): Responses to digital risks and announcements of secure tools.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eThematic Distribution of JAKIM Media Statements (2010\u0026ndash;2025) (N\u0026thinsp;=\u0026thinsp;50)\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTheme Category\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCount (n)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003ePercentage (%)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eDominant Period\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eKey Strategic Focus\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCrisis Management \u0026amp; Scandal Response\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e12\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e24%\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e2010\u0026ndash;2014 \u0026amp; Recurring\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eInstitutional Legitimacy Defense\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDigital Transformation \u0026amp; Process Reform\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e10\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e20%\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e2019\u0026ndash;2025\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eEfficiency, Transparency, and E-Governance (MyHMS, E-Cert)\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eInternational Diplomacy \u0026amp; Mutual Recognition\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e16%\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e2019\u0026ndash;2025\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eGlobal Standard Setting (MoUs, GHaS)\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIntegrity Enforcement \u0026amp; Compliance\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e14%\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eConsistent\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eFraud and Regulatory Oversight (\u003cem\u003eDaging Seludup\u003c/em\u003e)\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBranding \u0026amp; Promotion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e12%\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e2019\u0026ndash;2025\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eMarket Leadership and Prestige (Awards, GHaS)\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePublic Advisory\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e8%\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eConsistent\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eConsumer Education (\"Semak Sebelum Sebar\")\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCybersecurity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e6%\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e2023\u0026ndash;2025\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDigital Risk Mitigation (Portal Intrusion, E-Cert Security)\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e, illustrating the distribution of the 50 media statements across the seven thematic categories, confirms that the two largest areas of communication focus are Crisis Management \u0026amp; Scandal Response (24%) and Digital Transformation \u0026amp; Process Reform (20%). These themes, along with Integrity Enforcement \u0026amp; Compliance (14%), collectively account for 58% of all communications, highlighting the dominant institutional efforts toward defence and modernization. International Diplomacy \u0026amp; Mutual Recognition constitutes 16%, securing Malaysia\u0026rsquo;s global position, while Public Advisory (8%), Cybersecurity (6%), and Branding \u0026amp; Promotion (12%) round out the remaining strategic areas. The visualization clearly shows the institutional focus on balancing reactive defence with proactive future-proofing.\u003c/p\u003e \u003c/div\u003e \u003c/div\u003e \u003cdiv id=\"Sec12\" class=\"Section2\"\u003e \u003ch2\u003e4.2. Temporal Shift: From Reactive Defence to Proactive Governance\u003c/h2\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eComparative Analysis of JAKIM's Strategic Communication Phases (2010\u0026ndash;2025)\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCriterion\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePhase 1: Reactive (2010\u0026ndash;2014)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003ePhase 2: Proactive/Strategic (2019\u0026ndash;2025)\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003ePrimary Focus\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInstitutional Legitimacy Defense (Crisis Management)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eGlobal Leadership \u0026amp; Digital Governance\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eKey Crisis Triggers\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eProduct Contamination (Cadbury DNA Porcine), Ingredient Status (Golden Churn Butter)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eDigital Vulnerability (Cybersecurity), Administrative Delay (Auditor General Report)\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eCore Communication Goal\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDamage Control, Multi-Agency Technical Clarification\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eEfficiency (30-day target), International Authority (MoUs with Indonesia/Saudi Arabia)\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eKey Initiatives\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAd-hoc crisis meetings\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eMyHMS, E-Cert, SmartHalal QR Code\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e shows the comparative Analysis of JAKIM\u0026rsquo;s strategic communication phases (2010\u0026ndash;2025). The Reactive Phase (2010\u0026ndash;2014) was dominated by acute crises, particularly the Cadbury DNA Porcine Contamination Scandal (2014), which resulted in multi-agency technical clarification and a massive public response, demanding urgent institutional intervention. The Proactive Phase (2019\u0026ndash;2025) is characterized by a strategic pivot, leveraging communications to announce major reforms such as the \u003cem\u003eSijil Pengesahan Halal Malaysia (SPHM) Secara Elektronik (E-Cert)\u003c/em\u003e (2025) and efforts to shorten certification processing time to 30 days (2023).\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec13\" class=\"Section2\"\u003e \u003ch2\u003e4.4. Emerging Theme: The Credibility Gap\u003c/h2\u003e \u003cp\u003eAnalysis of the secondary public commentary data identified a significant dissonance between the institution's projected efficiency and the consumer's experience, which is termed the Credibility Gap. This gap is characterized by three critical, interconnected sub-themes.\u003c/p\u003e \u003cdiv id=\"Sec14\" class=\"Section3\"\u003e \u003ch2\u003e4.4.1. Digital Friction and Usability Demands\u003c/h2\u003e \u003cp\u003eDespite official emphasis on Digital Transformation, public comments repeatedly express severe frustration with digital verification tools. Users highlight core technical failures: \"Mohon upgrade website tu.. x mesra pengguna. Lambat loading\" (Please upgrade the website... not user-friendly. Slow loading). This operational friction undermines the religious duty of seeking Halal: \"Mencari halal itu fardhu\" (Seeking Halal is obligatory), making digital verification a perceived barrier rather than an enabler. The public demands scannable, specific QR Codes linked directly to product status for immediate traceability, as shown in Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e. The supplementary qualitative data provides rich, dated evidence of this friction and the strong public demand for a technical solution to enhance traceability.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eInformant for the theme Digital Friction and Usability Demands\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\"\u0026minus;\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eInformant\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDate of Comment\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eTranscript (Malay - Original)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eTranscript (English - Translation)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eKey Evidence of Credibility Gap\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI13\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2023-10-24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Mohon bina apps yg mudah utk pgguna cek.. sistem sediaada sgat payah... Mencari halal itu fardhu\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"Please build an easy app for consumers to check.. the existing system is very difficult...\u0026nbsp;Seeking halal is obligatory\u0026nbsp;(fardhu).\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eSystem is \"very difficult,\" linking friction to religious duty.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI14\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2023-10-24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Mohon upgrade website tu.. x mesra pengguna. Lambat loading\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"Please upgrade the website.. not user-friendly.\u0026nbsp;Slow loading.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eSpecific complaint regarding poor\u0026nbsp;User Experience (UX).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI22\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2023-10-19\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Fuh, nak semak status halal pun\u0026nbsp;susah\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"Phew, even checking the\u0026nbsp;halal status is difficult.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDirect confirmation of the difficulty of the verification process.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2025-01-13\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"yg skrang ni kena buka website, tekan link apa segala lg. Pastu kdg x dpt detect pun.. mula berjam2lah sy dkt rak brg tu berusaha utk check statu halal produk yg jarang dibeli\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"right now you have to open the website, press links and everything. Then sometimes it\u0026nbsp;can't even detect... I start spending hours at the shelf trying to check the\u0026nbsp;halal status\u0026nbsp;of products I rarely buy.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eConfirms that the current system is time-consuming, suffers from\u0026nbsp;technical failure, and causes consumer frustration.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI23\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2025-01-13\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Cop Halal kena datang dengan\u0026nbsp;QR Code\u0026nbsp;yang\u0026nbsp;direct link\u0026nbsp;ke database JAKIM untuk pengesahan. Code tu bukan bawa ke main page, tapi\u0026nbsp;specific page.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"The Halal Stamp must come with a\u0026nbsp;QR Code\u0026nbsp;that\u0026nbsp;direct links\u0026nbsp;to the JAKIM database for verification. The code shouldn't lead to the main page, but a\u0026nbsp;specific page.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDemands the specific technical solution of product-level, direct-link\u0026nbsp;QR Codes.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI15\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2023-10-24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"cuba buat\u0026nbsp;Qr code halal\u0026nbsp;bagi setiap sijil yg dikeluarkan... so tak de la kot issue copy logo halal..\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"try to create a\u0026nbsp;Halal QR code\u0026nbsp;for every certificate issued... so maybe there won't be issues with\u0026nbsp;copying the halal logo.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDemand for unique\u0026nbsp;QR codes\u0026nbsp;to ensure immediate, secure traceability and prevent forgery.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI29\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2024-01-20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Cadangan kepada jakim untuk guna\u0026nbsp;no siri\u0026nbsp;pada logo halal seperti thailand. Boleh guna no siri ni untuk validate status halal pada product.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"Suggestion to JAKIM to use a\u0026nbsp;serial number\u0026nbsp;on the halal logo like Thailand. This serial number can be used to\u0026nbsp;validate halal status\u0026nbsp;on the product.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eProposes an alternative validation mechanism (serial numbers) for immediate product verification.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI27\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2024-02-28\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Warna logo sepatutnya hanya\u0026nbsp;hitam \u0026amp; putih\u0026nbsp;atau\u0026nbsp;hijau-putih?\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"Should the logo color only be\u0026nbsp;black \u0026amp; white\u0026nbsp;or\u0026nbsp;green-white?\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eConfusion over the visual specifications/permissible\u0026nbsp;colors\u0026nbsp;of the logo.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"5\"\u003eNote: I\u0026thinsp;=\u0026thinsp;Informant\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec15\" class=\"Section3\"\u003e \u003ch2\u003e4.4.2. Cost, Complexity, and Enforcement Ambiguity\u003c/h2\u003e \u003cp\u003eConsumers link the perceived high cost of certification (up to RM20,000) with a perceived lack of enforcement, particularly against local businesses using misleading \"Muslim Friendly\" labels. The policy critique suggests the current unitary SPHM is too complex, proposing a separation into two standards (Halal ingredients vs. Halal and \u003cem\u003eToyyiban\u003c/em\u003e premises) to better manage complexity and cost. The additional data reinforce the demand for clearer standards and stricter enforcement as posited in Table\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eThemes of Cost, Complexity, and Enforcement Ambiguity\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\"\u0026minus;\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eInformant\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDate of Comment\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eTranscript (Malay - Original)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eTranscript (English - Translation)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eKey Evidence of Credibility Gap\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI18\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2023-10-24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Bahagikan kpd\u0026nbsp;dua standard. Pertama, sijil halal bahan makanan. Kedua, sijil halal dan\u0026nbsp;toyyibanpremis...\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"Divide it into\u0026nbsp;two standards. First,\u0026nbsp;halal ingredients\u0026nbsp;certificate. Second,\u0026nbsp;halal and toyyiban premises\u0026nbsp;certificate...\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eProposes a complex policy solution to simplify the unitary standard and encourage wider adoption.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI10\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2023-10-24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"ambil lah tindakan pada premis2 mknan yg menggunakan ayat\u0026nbsp;NO PORK NO LARD MUSLIM FRIENDLY... Dlm bab HALAL ni xde istilah2 ni semua...\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"take action against food premises using the phrase\u0026nbsp;NO PORK NO LARD MUSLIM FRIENDLY... In the matter of HALAL, there are no such terms...\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDemands enforcement against the proliferation of misleading non-halal labels.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI17\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2023-10-24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Mohon JAKIM bertegas sedikit dengan menjalankan\u0026nbsp;penguatkuasaan\u0026nbsp;pada restoran2 yg mengelirukan ini\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"Please ask JAKIM to be firmer by carrying out\u0026nbsp;enforcement\u0026nbsp;on these misleading restaurants.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eReinforces the demand for stricter\u0026nbsp;enforcement\u0026nbsp;against ambiguous labels in public spaces.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI21\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2023-10-24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Tak mahal tapi tak cakna dan tiada\u0026nbsp;penguatkuasaan\u0026nbsp;sahaja.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"It's not expensive, but they\u0026nbsp;don't care and there is no enforcement.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eLinks the core problem not to cost, but to a perceived failure in\u0026nbsp;enforcement.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI30\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2022-08-17\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"kalau\u0026nbsp;tongmo\u0026nbsp;sosej adakah halal atau Haram? sebb xdak sijil tp masyarakat kita suka mengikut trend bab2 mkn ni.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"Is\u0026nbsp;tongmo sausage\u0026nbsp;halal or Haram? Because it doesn't have a certificate but our society likes to follow food trends.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDemonstrates consumer need for\u0026nbsp;Public Advisory\u0026nbsp;on specific, uncertified trendy products.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"5\"\u003eNote: I\u0026thinsp;=\u0026thinsp;Informant\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec16\" class=\"Section3\"\u003e \u003ch2\u003e4.4.3. Ethical and Geopolitical Contamination\u003c/h2\u003e \u003cp\u003eA new vector of crisis has emerged where geopolitical and ethical factors supersede religious certification. Consumer trust is contaminated by statements expressing a political stance: \"Halal ke haram ke aku tetap boikot #freepalestine\". Furthermore, the core institutional legitimacy is challenged by statements expressing complete disillusionment: \"Sorry, aku tak percaya pada logo halal JAKIM 100%\". This shows that trust is no longer purely procedural but is increasingly tied to the moral and political standing of both the certified companies and the regulatory body itself.\u003c/p\u003e \u003cp\u003eThe qualitative analysis provides direct evidence of this Credibility Gap and the challenge of Ethical and Geopolitical Contamination as posited in Table\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab5\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 5\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eThemes of Credibility Gap and the Challenge of Ethical and Geopolitical Contamination\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\"\u0026minus;\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eInformant\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDate of Comment\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eTranscript (Malay - Original)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eTranscript (English - Translation)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eKey Evidence of Credibility Gap\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2024-5-3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Sorry, aku tak percaya pada logo halal JAKIM 100%. Sebab JAKIM bukannya maksum macam Nabi Shallallahu Alaihi Wasallam!\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"Sorry, I don't believe in the JAKIM halal logo 100%. Because\u0026nbsp;JAKIM is not infallible\u0026nbsp;like the Prophet Shallallahu Alaihi Wasallam!\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDirect challenge to institutional authority and trustworthiness.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2024-5-3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"jakim bkn lg badan kerajaan yg dihormati. Sudut halal haram bkn setakat bahan shj\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"JAKIM is no longer a respected government body. The angle of\u0026nbsp;halal/haram\u0026nbsp;is not just about ingredients only.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eAssertion that JAKIM has lost institutional respect.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2024-5-3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"Halal ke haram ke aku tetap boikot\u0026nbsp;#freepalestine\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"Halal or haram, I will still boycott\u0026nbsp;#freepalestine\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eGeopolitical/Ethical factors override formal\u0026nbsp;Halal\u0026nbsp;status.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2024-9-14\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"kasi confirm betul-betul laaa halal ke haram...mn bukti ada sijil halal?\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"really confirm whether it's halal or haram... where is the proof of the\u0026nbsp;halal certificate?\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDemand for concrete proof and transparency (reflects baseline distrust).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eI3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\"\u0026minus;\" colname=\"c2\"\u003e \u003cp\u003e2024-5-11\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\"masalahnya org x bertanggungjwb meniru sijil halal, pengguna boleh check dan lapor pd kpdnkk n hll\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\"The problem is irresponsible people are\u0026nbsp;faking halal certificates, consumers can check and report to KPDNKK and the halal authorities.\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eAcknowledges integrity issue of forgery, placing the burden of enforcement on the consumer.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"5\"\u003eNote: I\u0026thinsp;=\u0026thinsp;Informant\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003c/div\u003e"},{"header":"5. Discussion","content":"\u003cdiv id=\"Sec18\" class=\"Section2\"\u003e \u003ch2\u003e5.1. The Crisis Continuum: From Product Integrity to Digital Trust\u003c/h2\u003e \u003cp\u003eThe persistence of \u003cb\u003eCrisis Management\u003c/b\u003e (24%) demonstrates that Halal integrity remains perpetually vulnerable. Additionally, while the Cadbury crisis required immediate, high-stakes clarification and third-party validation (Arnoldi \u0026amp; Naidoo, \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Coman et al., \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), the period 2019\u0026ndash;2025 saw JAKIM managing \u003cb\u003erecurring crises\u003c/b\u003e, for instance, Tealive, requiring multiple Facebook clarifications from 2019\u0026ndash;2024 and emphasizing the public\u0026rsquo;s role in debunking \u003cem\u003efitnah\u003c/em\u003e (slander) through the motto \u003cem\u003eSemak Sebelum Sebar\u003c/em\u003e (Check Before You Share).\u003c/p\u003e \u003cp\u003eThe emergence of \u003cb\u003eCybersecurity\u003c/b\u003e (6%) as a thematic category confirms that digital risk is the new frontier of governance. The integrity of the \u003cb\u003eE-Cert\u003c/b\u003e system, protected by robust encryption and blockchain exploration, is now synonymous with the integrity of the Halal certification itself.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec19\" class=\"Section2\"\u003e \u003ch2\u003e5.2. E-Governance Friction and the Crisis of Usability\u003c/h2\u003e \u003cp\u003eJAKIM's strategic projection of efficiency through \u003cb\u003eDigital Transformation\u003c/b\u003e (20%) is critically undermined by consumer experience. Qualitative feedback reveals significant operational friction: users complain the verification process is \"very difficult,\" the official website is \"\u003cb\u003eslow loading\u003c/b\u003e\" and \"\u003cb\u003enot user-friendly.\u003c/b\u003e \". This operational gap is crucial because the public demands seamless, immediate traceability tools, such as unique QR codes for every certificate, as the primary defense against certificate forgery. In addition, when digital tools fail to meet expectations, the communication of efficiency is nullified, and institutional credibility erodes, especially since seeking \u003cem\u003eHalal\u003c/em\u003e (permissible) is viewed by consumers as a religious \u003cem\u003efardhu\u003c/em\u003e (obligation).\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec20\" class=\"Section2\"\u003e \u003ch2\u003e5.3. The Deepening Crisis of Trust and Ethical Contamination\u003c/h2\u003e \u003cp\u003ePublic commentary reveals a profound loss of faith that transcends technical Halal compliance to encompass ethical and geopolitical criteria. Highly critical users state they \"don't trust the JAKIM halal logo\" and believe JAKIM is \"no longer a respected government body\". Most significantly, a new threat vector of ethical contamination has emerged, where consumers override Halal status based on geopolitical stances: \"Halal or Haram, I still boycott #freepalestine\". This introduces a challenge that conventional HFI protocols are ill-equipped to handle, demanding that JAKIM's communications adapt to address the ethical and political dimensions of consumer trust.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec21\" class=\"Section2\"\u003e \u003ch2\u003e5.4. Administrative Deficiencies and Policy Complexity\u003c/h2\u003e \u003cp\u003eCritiques regarding \u003cb\u003eIntegrity Enforcement\u003c/b\u003e link the perceived high cost of certification (reported up to RM20,000) with a lack of robust enforcement against misleading practices like using \"\u003cb\u003eMuslim friendly\u003c/b\u003e\" labels. The public proposes sophisticated policy recommendations, such as separating the Halal certificate into \"halal ingredients\" and \"Halal and \u003cem\u003eToyyiban\u003c/em\u003e premises\" standards. \u003cem\u003eToyyiban\u003c/em\u003e is defined by its emphasis on goodness, safety, and hygiene, providing an added value to Halal; however, the complexity of its operationalization remains a significant point of friction. Therefore, this public engagement suggests a demand for greater clarity and lower administrative barriers, viewing current communications as mere administrative box-ticking rather than a commitment to public education.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec22\" class=\"Section2\"\u003e \u003ch2\u003e5.5. Halal Diplomacy and Global Market Projection\u003c/h2\u003e \u003cp\u003eThe strong focus on \u003cb\u003eInternational Diplomacy\u003c/b\u003e (16%) and \u003cb\u003eBranding \u0026amp; Promotion\u003c/b\u003e (12%) serves as a critical counter-narrative to domestic crises. By announcing \u003cb\u003eMoUs\u003c/b\u003e with Indonesia and Saudi Arabia, JAKIM strategically projects global authority, reinforcing Malaysia's status as a Halal benchmark (Tohe et al., \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Yustianingsih et al., \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). This external validation is vital for maintaining the economic viability and global prestige of the Halal Malaysia brand.\u003c/p\u003e \u003c/div\u003e"},{"header":"6. Conclusion and Policy Implications","content":"\u003cp\u003eThe findings illustrate that JAKIM's strategic communication performs a dual function: it manages daily operations and constructs a public narrative of competent, forward-looking governance. The visual representation of this shift from a reactive to a proactive posture is captured in Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e1\u003c/span\u003e.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003eSource (s): Author\u0026rsquo;s own\u003c/p\u003e \u003cp\u003eThe dominance of Digital Transformation themes signals a strategic commitment to efficiency and transparency, vital for maintaining global trust (Buonocore et al., \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Gagan Deep, \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). The increased focus on International Diplomacy underscores Malaysia's ambition to be a global standard-setter, a powerful move supported by literature on trade and non-tariff barriers (Mohammed et al., \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eHowever, the persistent need for Crisis Management and the newly identified Credibility Gap highlight a fundamental issue: while policy is moving toward digitalization, public trust is being lost due to operational friction and new ethical pressures. The social media feedback confirms that the technical integrity of the Halal supply chain is only one part of the equation; the perceived institutional integrity (usability, cost, and enforcement transparency) is equally, if not more, critical to sustaining credibility.\u003c/p\u003e \u003cdiv id=\"Sec24\" class=\"Section2\"\u003e \u003ch2\u003e6.1. Synthesis of Findings and Theoretical Contribution\u003c/h2\u003e \u003cp\u003eJAKIM\u0026rsquo;s strategic communication charts a crucial institutional evolution from a reactive domestic entity to a proactive global regulator. The dominance of digital and international themes reflects a sophisticated pivot aimed at achieving legitimacy through verifiable efficiency and global interoperability. However, the study finds that institutional communication faces increasing friction from operational usability failures and the rise of ethical/geopolitical consumer scrutiny. This demonstrates that for Islamic regulatory bodies, maintaining credibility requires not only timely crisis response but also seamless, user-centric e-governance and a framework capable of addressing complex, non-religious ethical consumer demands. The study concludes that this transition to global credibility is being hampered by the Credibility Gap. Future success depends on closing this gap by translating policy efficiency into superior user experience (UX) and addressing the emerging ethical and political dimensions of consumer distrust.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec25\" class=\"Section2\"\u003e \u003ch2\u003e6.2. Policy and Practice Recommendations\u003c/h2\u003e \u003cp\u003eBased on the strategic shift observed and the friction identified in consumer feedback, the following policy and practice recommendations are proposed:\u003c/p\u003e \u003cp\u003eR1: Prioritize Seamless Digital UX for Traceability. JAKIM must allocate resources to immediately address website speed and app usability. The prompt, universal deployment of easy-to-scan, unique QR codes on all certificates is crucial to empower consumers and counter the recurring problem of certificate forgery.\u003c/p\u003e \u003cp\u003eR2: Formalize Ethical Risk Communication. The communication framework must be adapted to proactively manage non-Halal risk vectors, such as geopolitical concerns, affirming that the \"Halal Malaysia\" brand upholds both Sharia compliance and core ethical values.\u003c/p\u003e \u003cp\u003eR3: Implement a Comprehensive Public Education Curriculum. The \u003cem\u003eSemak Sebelum Sebar\u003c/em\u003e campaign must be formalized into a mandatory, multi-channel curriculum that explicitly teaches consumers how to use the new E-Cert and QR verification tools. This shifts the burden of countering misinformation from defensive press releases to educated consumer self-regulation.\u003c/p\u003e \u003c/div\u003e"},{"header":"Declarations","content":"\u003cp\u003eNot applicable\u003c/p\u003e\n\u003ch2\u003eEthical Approval\u003c/h2\u003e\n\u003cp\u003eThis article does not contain any studies with human participants performed by any of the authors.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eInformed Consent\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis article does not contain any studies with human participants performed by any of the authors.\u003c/p\u003e\n\u003ch2\u003eAuthor Contribution\u003c/h2\u003e\n\u003cp\u003eW.I.W.M.: Conceptualization, Data Curation, Formal Analysis, Investigation, Methodology, Writing \u0026ndash; Original Draft.W.R.W.I.: Supervision, Project Administration, Validation, Writing \u0026ndash; Review \u0026amp; Editing, Resources (as Corresponding Author).M.A.A.M.: Methodology, Validation, Writing \u0026ndash; Review \u0026amp; Editing, Visualization.N.H.K.: Validation, Writing \u0026ndash; Review \u0026amp; Editing.Summary of Contributions:Wan Ilinajwa Wan Mustaffa (W.I.W.M.) was primarily responsible for the core research activities, including designing the study, collecting and curating the data (the 50 media statements and public comments), conducting the formal qualitative content analysis, and writing the initial draft of the manuscript.Wan Rusni Wan Ismail (W.R.W.I.), as the corresponding author, likely oversaw the project, provided supervision, secured resources, and played a key role in reviewing, editing, and validating the final manuscript.Mohd Aliff Abdul Majid (M.A.A.M.) contributed to the methodological framework, assisted in validating the findings, contributed to the review and editing process, and was likely responsible for preparing the visualizations (tables and Figure 1).Nitty Hirawaty Kamarulzaman (N.H.K.) provided critical feedback, validation of the analysis and conclusions, and contributed to reviewing and editing the manuscript.\u003c/p\u003e\n\u003ch2\u003eData Availability\u003c/h2\u003e\n\u003cp\u003eYes, this study used and generated research data. Primary data were generated through qualitative content analysis of JAKIM\u0026rsquo;s digital platforms, while relevant secondary sources, such as previous studies and official reports, were used to support the analysis.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\u003cli\u003e\u003cspan\u003eAbu Bakar M, Mohammed Noor A, Ismail S, Shahrom NFN, Talib M, N., Hashim N (2025) Halal Food Industry in Malaysia: Key Challenges and The Path Forward. Int J Entrepreneurship Manage Practices 8(29):400\u0026ndash;414. \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://doi.org/10.35631/ijemp.829027\u003c/span\u003e\u003cspan address=\"10.35631/ijemp.829027\" targettype=\"DOI\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eAneesh AKAA, Siddiq A (2024) Behaviour of muslim consumer towards halal food products: a review and bibliometric analysis. 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Halal Res 4(4):39\u0026ndash;55\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"humanities-and-social-sciences-communications","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"palcomms","sideBox":"Learn more about [Humanities \u0026 Social Sciences Communications](http://www.nature.com/palcomms/)","snPcode":"41599","submissionUrl":"https://submission.springernature.com/new-submission/41599/3","title":"Humanities and Social Sciences Communications","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Nature AJ","inReviewEnabled":true,"inReviewRevisionsEnabled":false},"keywords":"Halal governance, strategic communication, crisis management, digital transformation, content analysis, JAKIM","lastPublishedDoi":"10.21203/rs.3.rs-8308296/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-8308296/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThe Department of Islamic Development Malaysia (JAKIM) plays a pivotal role as the custodian of Malaysia's globally recognised Halal certification. This study employs qualitative content analysis to examine the strategic priorities and evolutionary trajectory of JAKIM's governance as reflected in its official media statements. A census of 50 \"Kenyataan Media\" (Media Statements) issued between 2010 and 2025 was systematically coded and analysed. The findings reveal seven core thematic categories: (1) Crisis Management \u0026amp; Scandal Response, (2) Digital Transformation \u0026amp; Process Reform, (3) International Diplomacy \u0026amp; Mutual Recognition, (4) Integrity Enforcement \u0026amp; Compliance, (5) Branding \u0026amp; Promotion, (6) Public Advisory, and (7) Cybersecurity. A chronological analysis indicates a significant strategic evolution: a shift from a reactive institution preoccupied with domestic integrity crises (2010\u0026ndash;2014) to a proactive, strategic regulator focused on digital governance, global leadership, and brand building (2019\u0026ndash;2025). Critically, a secondary qualitative analysis of public commentary reveals an emerging eighth theme: The Credibility Gap, where system usability issues, high certification costs, and new ethical and political pressures undermine consumer trust. This study concludes that JAKIM's communicative actions are a critical performance of its evolving role, demonstrating a sophisticated balancing act between its religious mandate, economic ambitions, and the socio-technological imperatives of the 21st-century global Halal industry.\u003c/p\u003e","manuscriptTitle":"From Crisis to Credibility: A Content Analysis of JAKIM's Strategic Communication in Governing Malaysia's Halal Ecosystem (2010-2025)","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-12-25 19:56:26","doi":"10.21203/rs.3.rs-8308296/v1","editorialEvents":[{"type":"communityComments","content":0},{"type":"decision","content":"Revision requested","date":"2026-03-25T13:29:33+00:00","index":"","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-12-29T06:41:33+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"56478132776103585080563248650428822064","date":"2025-12-27T07:44:26+00:00","index":"hide","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-12-26T11:06:07+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"306903246842999318438815702318065268238","date":"2025-12-26T11:01:46+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"110496413698659532641375091520346745757","date":"2025-12-24T08:18:00+00:00","index":"hide","fulltext":""},{"type":"reviewersInvited","content":"","date":"2025-12-24T07:49:38+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2025-12-24T07:47:00+00:00","index":"","fulltext":""},{"type":"editorInvited","content":"","date":"2025-12-24T07:12:01+00:00","index":"","fulltext":""},{"type":"checksComplete","content":"","date":"2025-12-21T02:05:15+00:00","index":"","fulltext":""},{"type":"submitted","content":"Humanities and Social Sciences Communications","date":"2025-12-21T02:00:49+00:00","index":"","fulltext":""}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"humanities-and-social-sciences-communications","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"palcomms","sideBox":"Learn more about [Humanities \u0026 Social Sciences Communications](http://www.nature.com/palcomms/)","snPcode":"41599","submissionUrl":"https://submission.springernature.com/new-submission/41599/3","title":"Humanities and Social Sciences Communications","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Nature AJ","inReviewEnabled":true,"inReviewRevisionsEnabled":false}}],"origin":"","ownerIdentity":"4c003ee4-7722-4061-a1f6-7f1dd02625f9","owner":[],"postedDate":"December 25th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"under-review","subjectAreas":[{"id":60164161,"name":"Humanities/Cultural and media studies"},{"id":60164162,"name":"Social science/Cultural and media studies"},{"id":60164163,"name":"Social science/Development studies"},{"id":60164164,"name":"Business and commerce/Information systems and information technology"},{"id":60164165,"name":"Social science/Politics and international relations"},{"id":60164166,"name":"Social science/Social policy"}],"tags":[],"updatedAt":"2026-04-22T15:54:12+00:00","versionOfRecord":[],"versionCreatedAt":"2025-12-25 19:56:26","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-8308296","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-8308296","identity":"rs-8308296","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}