OPINION | Good Riddance to ‘Muslim Choice’: One Label Too Many

OPINION | Good Riddance to ‘Muslim Choice’: One Label Too Many


8 Nov 2025 • 3:00 PM MYT


Mihar Dias
A behaviourist by training, a consultant and executive coach by profession

https://www.sinarharian.com.my/article/755254/berita/nasional/mfw-mohon-maaf-isu-muslim-choice

By Mihar Dias November 2025


At last, sanity prevails. The dissolution of Muslim Friendly Watch (MFW) and its ill-conceived “Muslim Choice” initiative is a welcome end to what could have become another layer of unnecessary confusion in an already crowded space of religious certification.


For years, Malaysia’s halal ecosystem — anchored by JAKIM — has stood as one of the most respected and stringent systems in the world. It is internationally recognised, meticulously regulated, and trusted by Muslim consumers across continents. So why anyone thought it wise to create a parallel label called “Muslim Choice” remains baffling.


The name alone carried an air of self-righteousness — as though those not bearing the label were somehow less Muslim-friendly or not worthy of Muslim patronage. That was where the danger lay. It implied a moral hierarchy where one didn’t exist. Worse, it risked turning the halal space into a marketplace of piety, where private groups, with no religious authority, could dish out “Muslim-approved” badges like supermarket promotions.


Let's emphasise that Halal is not a marketing gimmick. It is a legal, religious, and social trust backed by a proper certification process that examines every stage — from sourcing to storage, from slaughter to sale.


When private groups start creating alternative labels, they dilute this trust and undermine the authority of the very system that guarantees it.


To its credit, MFW finally acknowledged its mistake. Its dissolution statement — citing obedience to religious authorities and the need to safeguard the good name of Islam — was the right tone and a responsible move. The group’s apology to JAKIM and the public shows a degree of humility that should be commended. Not everyone in this country has the grace to admit when they’ve crossed a line.


The Minister for Religious Affairs and JAKIM acted swiftly and decisively. Their firm stance sends a clear message: religious certification is not a playground for private branding.


There is no need for competing seals, catchy logos, or self-declared endorsements. In matters of faith, clarity is mercy.


At a time when consumers are already overwhelmed by labels — “organic”, “eco”, “gluten-free”, “low GI”, “vegan-friendly” — the last thing we need is another label that confuses the faithful.


The halal logo from JAKIM is sufficient. It carries legal weight, religious integrity, and public confidence.


So yes, good riddance to “Muslim Choice.” It was not a good choice to begin with.


Let this episode remind all well-meaning NGOs that when it comes to Islam, sincerity must be matched with discipline — and good intentions are no substitute for proper authority.



In the end, sticking to the official Halal certification from JAKIM isn’t just the right thing to do. It’s the only choice that truly matters.