Examining the Evidence of the Legitimacy of Advertisement from the Jurisprudential View

It is important to study the aspects and characteristics of advertisement, froma jurisprudential view. Although the history of advertisement is back to firsttrades by human and before Islam, but some of ads ways, like using bellmanfor sale were used at the beginning of Islam and the Prophet (PBUH) didn'tforbid it. In this article, by examining the evidence of legitimacy of advertisement, we review the jurisprudential and religious sources and get the possible obligation, prohibition, and reprehensibility of it. The important resultof this article: certainty of the evidence of legitimacy and permission of commercial advertising, in itself, and from a religious point of view; its secondaryprohibition in cases such as concomitancy with forbidden acts, promotingluxury life, encouraging extravagance, creating false need... The article usedlibrary method and descriptive-analysis way with extracting data from publicand legal sources of advertising.