The word “halal” is a familiar term among Muslims, used to classify something as permissible. Originating from Arabic, "halal" means "lawful", "permitted", and therefore “allowed” under Islamic law (Khatijah Othman et al., 2018). In contrast, the word “haram” refers to what is “non-permissible” or forbidden. These two principles are derived from the Qur’an and are further elaborated in the Hadith, the recorded sayings and practices of the Prophet Muhammad and his companions (Faradina et al., 2018).

Halal extends beyond just food. It can refer to specific activities, contact with certain animals, or even a broader way of life. In today’s context, however, halal is most commonly associated with sectors such as food products, pharmaceuticals, cosmetics, finance, logistics, and more.

Although halal originates from Islamic teachings and is closely tied to the Muslim lifestyle, the halal industry has attracted global interest, including from non-Muslim countries. Nations like China, the United States, and the United Kingdom have begun recognizing the vast potential of the halal market, and many have successfully ventured into various halal-related sectors (Md Siddique & Moha Asri, 2020).

Some non-Muslims opt for halal products due to their perception of higher hygiene standards, quality assurance, safety, and alignment with ethical values. According to Maximize Market Research (2023), the global halal industry is projected to grow at an annual rate of 10.5% from 2024 to 2030, reaching an estimated value of USD 5.2 trillion by 2030.

Countries such as Brunei Darussalam, Japan, and Malaysia have witnessed remarkable growth in their halal industries over the past decade, driven by increasing global demand. However, the industry still faces several challenges. These include limited public awareness, inconsistencies in certification and standardization, all of which are essential for building consumer trust, preventing fraud, and enhancing credibility (Idris et al., 2025).

The Halal principle requires strict adherence in the food industry, from the source of raw materials, processing process, storage area until the distribution part. This ensures that Halal food involves manufacturing and food safety, cleanliness, quality control, and quality assurance (Mohamed et al., 2020).

Therefore, the traceability system for Halal food ingredients is one of the techniques to boost consumer confidence, as there is a large amount of available information. Consumers increasingly desire detailed information about every step in the manufacturing and supply of Halal food products.

However, the information system might fail because of user perception and the quality of the information systems. A lack of consumer acceptance of new technology results in reduced value arising from the technology (Susanty et al., 2025). Hence, this digital campaign was carried out in order to empower consumers to make informed choices, support businesses in ethical compliance, and reinforce community-wide trust in Halal certification by using the “Verify Halal App.”