ETHICAL DILEMMAS IN THE HALAL INDUSTRY OF BALKAN COUNTRIES

contemporary perceptions of halal. The halal market is defined by openness and inclusivity, allowing active participation of various stakeholders regardless of their religious affiliation. While the fundamental principles of halal are defined by halal standards, there are no predefined solutions for ethical questions and dilemmas. This paper presents five key dilemmas: a holistic understanding of halal, labelling and recognition of halal products, pricing, trust in non-Muslim producers, and halal product identity. The essence of each dilemma is explained and adopted solutions aimed at ensuring transparency, integrity, and reliability of halal products are presented. The conclusions emphasize the importance of continuous education and the need for clearly defining ethical norms as prerequisites for maintaining the integrity of halal and the trust of halal consumers.