Optimizing Media Plans for Advertisement

Optimizing Media Plans for Advertisement



JazakAllah for sparing and extending your precious time today. My question is as follows.

Is it allowed to work in a media planning department of any company, whereby i am responsible for airing the TV ads of our brand/product on electronic Media on range of different channels. These TV advertisements/commercials are prepared by different department such as Brand and advertising team. Ads have female featuring in as models and are aired on a channel mix of 20 different channels including all genres such as entertainment, music and news. So brand department make the TV ad and hand over to media team for airing on TV channel mix.

Where I am responsible for optimizing media plans and efficiently airing the ads. Saving advertising spends of our company, reaching to maximum tv audience at lowest possible cost.

I am working in this department for past 10 years as head of media planning and buying, this is so far my over all professional experience, if i switch to some other department i shall have to restart my career with different learning field/department of marketing. Naturally stepping down big time in terms of position and pay scale.

Need your guidance.


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

As-salāmu ‘alaykum wa-rahmatullāhi wa-barakātuh.

Brother Fahd Saud,

Your concern regarding Halal livelihood is a sign of your Iman and Allah consciousness. May Almighty Allah grant you Halal and wholesome income. Ameen

At the outset, it is imperative to understand that when determining whether a specific occupation is permissible or impermissible, one will look at what the job entails.

You stated that your job requires you to optimize media plans for advertisements containing haram content and thereafterair such ads in a manner which ensures a higher target audience. 

Such a job entails the direct advertisement of Haram content which is assisting in sin. Allah Ta’ala says:

وَلَا تَعَاوَنُوا عَلَى الْإِثْمِ وَالْعُدْوَانِ ۚ  (سورة المائدة: 2)

Translation: “Do not assist in sin and enmity.” (Surah Al-Maaidah: 2)

We understand that you have been working at this job for a number of years. However, a Muslim is averse to anything that results in the disobedience of Allah. Even though alternative employment may yield lower pay and a lower position, if one makes an effort to earn purely Halal income for the sake of Allah Ta’ala, Inshallah he will find Barakah in his earnings. Therefore, we advise you to seek alternate employment

And Allah Ta’āla Knows Best

Hammad Ibn Ismail Jogiat

Student - Darul Iftaa

Cambridge, Ontario, Canada

Checked and Approved by,

Mufti Ebrahim Desai.