Studies have shown that religiosity is an important variable in determining consumer behaviours. Thisresearch paper attempts to investigate the relationship between religiosity and controversial products and offensive nature of advertising appeals. A survey of 278undergraduate students was conducted at a local university located in the South of Peninsular Malaysia. Descriptive analysis and correlations analysis were performed to analyze the data. Results showed that religiosity is positively related to controversial products and offensive nature of advertising appeals. Limitations and directions for future research are discussed towards the end of this paper.

Advertising is one of marketing tools to promote products and services as well as to increase reputation and image used by the company. In recent years, there are many ways of advertising to attract customer’s attention including through billboard, television, radio, newspapers and latest trends of advertising is through Internet by using social website. It is such the best medium to promote product as these days are people more busy in daily life, hang with the latest gadgets and need advanced information. Advertising became more synonyms with the people as soon as after any product or services being introduced to the public. However, a lot of advertising brings worried by some of people that concerns towards inappropriate advertising show to the public and seen by all level of ages including children, teenagers, adults and old folks. Because of this concern, the issues raised up in questioning the inappropriate advertising may bring destructive thoughts to the next generation compared from the past (before the existence of Internet) and the present in Malaysia. This article will discuss the growth of Malaysian Advertising Industry and relevant legislation i.e. Advertising Practices Malaysian Code and its applicability to Islamic advertising.