Toward an Islamic data ethics theory (IDET): a blueprint for balanced data practices in business

Purpose This study aims to introduce a theoretical blueprint for balanced data practices – the Islamic Data Ethics Theory (IDET) – to address ethical gaps in data-driven marketing. It translates Islamic moral principles into actionable guidelines ensuring integrity, fairness and accountability in digital business environments. Design/methodology/approach A qualitative, exploratory design grounded in Islamic textual analysis was used. Qur’anic verses and Hadiths were systematically screened for authenticity and relevance, then thematically coded into 34 basics, 22 organizing and 9 overarching ethical principles, ensuring methodological rigor and theological validity. Findings Nine principles were identified – Autonomy, Dignity, Justice, Commitment, Benevolence, Trust, Caution, Honesty and Noninvasiveness. Among these, Trust, Caution and Dignity are uniquely Islamic, providing distinct guidance for responsible data governance. IDET operationalizes these into moral standards for transparent consent, equitable data use and user-centric privacy mechanisms. Research limitations/implications As a theoretical study based on interpretive textual analysis, IDET requires interdisciplinary and empirical validation across industries to assess its practical effectiveness. Practical implications IDET guides organizations in creating transparent consent systems, preventing data misuse, ensuring algorithmic fairness and aligning business operations with Islamic ethical and corporate social responsibility principles to enhance trust and social equity. Originality/value IDET extends global data ethics frameworks by grounding them in divine accountability (niyyah) and communal welfare (maslahah). It offers policymakers, businesses and scholars a faith-informed, context-sensitive framework integrating spirituality, morality and governance – addressing critical gaps in secular models.