The Controversy of Indonesia’s Halal Logo: Religious Authority, Industry, and Social Media Discourse
DOI:
https://doi.org/10.55826/halaltech.v1i1.4Keywords:
Halal Logo, BPJPH, MUI, Religious Ideology Battle, Halal IndustryAbstract
This study examines the halal industry in Indonesia in the context of the contestation between religious and industrial ideologies on social media, focusing on the controversy surrounding the new halal logo issued by the Halal Product Assurance Agency (BPJPH). Following the implementation of Law No. 33 of 2014 and Government Regulation No. 39 of 2021, the authority for halal certification shifted from LPPOM-MUI to BPJPH, accompanied by the introduction of a new official halal logo in March 2022. This change sparked public debate among Indonesian Muslims, especially on social media, where the new logo received both support and criticism. The controversy centers on the logo’s Arabic calligraphy, its visual resemblance to a wayang figure, and its significant departure from the previous MUI halal logo. Using a descriptive qualitative approach, drawing on perspectives from mass communication and political stream analysis, this study explores the meanings, interests, and arguments of the actors involved in the polemic. The findings indicate that changing the halal logo was not an urgent priority in improving halal product assurance services in Indonesia. The BPJPH logo appears to prioritize artistic expression over visual clarity, making the Arabic word “halal” less easily recognizable. Since a halal logo primarily serves as a certification mark, it should clearly, quickly, and unambiguously communicate halal status to consumers.
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