UK bans Islamic investment group's 'offensive' ads

Britain's Advertising Standards Authority (ASA) has banned a series of advertisements by the Islamic investment platform Wahed Invest for using imagery of burning dollar and euro banknotes.

The ads, displayed across London’s transport network in late 2024, were deemed to have "caused serious offense" to some viewers.

The posters featured burning banknotes alongside a Muslim preacher and former MMA champion Khabib Nurmagomedov, pointing upward with the tagline: "Join the Money Revolution."

Wahed Invest defended the campaign, saying the visuals were meant to symbolically represent how inflation erodes purchasing power, particularly for clients who avoid interest-based income due to religious beliefs.

Muslim preacher Ismail ibn Musa Menk and Russian former professional mixed martial artist Khabib Abdulmanapovich surrounded by the flaming banknotes.PA Wires

In its ruling, ASA acknowledged that depictions of burning currency are not uncommon and that Wahed Invest had not targeted any specific group. However, it determined the imagery could provoke strong reactions and offend some members of the public.

The watchdog acted after receiving 75 complaints about the campaign.

In a statement, Wahed Invest said: “Our imagery sought to visually, and metaphorically, highlight the impact inflation has on savings.”

The platform also emphasized that its messaging was aligned with the experiences of clients adhering to Islamic financial principles.

The decision underscores the challenges of navigating cultural and ethical sensitivities in public advertising, particularly in diverse urban settings like London.