Fatwa ID: 03468

Answered by: Maulana Naieem Mohammad

Question

Hope you are well. I previously asked the following question that 'if a cosmetic brand hires me to demonstrate using their products for a short video, then pays me for this promotional content that will thereafter be used in their campaigns, is this lawful? If I demonstrate their products on a model instead of myself is it permissible?'

You replied that it is permissible. I'd like to ask the same question but for images instead of a short video, would it still be permissible?

بِسْمِ اللهِ الرَّحْمنِ الرَّحِيْم

In the name of Allah, the Most Gracious, the Most Merciful

Answer:

Since this is an extension to a previous question, the previous ruling will still be valid with regards to demonstrating the products upon a model. The ruling concerning using the same demonstrations but displayed in pictures instead of video clips is that it will be permissible. This is justified by the Fiqh principle of “Immediate dire needs allow  temporary permissibility of disliked matters.”[1]

We also need to give consideration to the opinions of other scholars who do not allow the use of pictures, etc. To strike a balance, you are advised to avoid the use of printed pictures (considered as impermissible by many scholars)[2] and use only digital ones where/when necessary.

Only Allah knows best

Written by Maulana Naieem Mohammad

Checked and approved by Mufti Mohammed Tosir Miah

Darul Ifta Birmingham