The basic approach of the concept of social and ethical marketing is to determine the needs, desires and interests of the target markets, to ensure the desired level of satisfaction in effective ways aimed at maintaining and increasing the well-being of the consumer and society as a whole. The implementation of the social and ethical marketing concept requires a balance of three factors: the profit of the producing organization (industry, state), purchasing needs and the interests of society. There are also five basic principles of ethical marketing. It is necessary to create evaluation metrics to analyze the state of compliance with the basic principles of ethical marketing in the practice of all enterprises.

This study explores how Islamic finance can be effectively introduced in non-Islamic economies, with a focus on Uzbekistan’s legal and economic environment. Through examining global models such as dual banking, hybrid systems, regulatory sandboxes, and institutional frameworks couple with case studies from the UK, Malaysia, Bahrain, Singapore, and Nigeria, the research highlights how diverse jurisdictions have adapted to Shariah-compliant finance. Using a qualitative methodology, it emphasizes the need for regulatory innovation and alignment with Islamic principles. The study offers policy recommendations to support inclusive, ethical, and sustainable financial development, positioning Islamic finance as a strategic tool for economic diversification in Uzbekistan.

This article examines the possibilities and problems of introducing Islamic securities to the financial market of Uzbekistan. Sharia-compliant Islamic securities are an alternative to traditional financial instruments and have been successfully introduced in various global markets. This study analyzes the feasibility of such implementation in Uzbekistan, taking into account the specific economic, cultural and regulatory environment of the country. The research emphasizes the importance of improving the existing legal framework and developing the financial infrastructure. By solving the existing problems, Uzbekistan can benefit from the introduction of Islamic securities, which will lead to a more inclusive and diversified financial market.