It describes itself as "non-sectarian", "homegrown", and "particularly successful at teaching Islam to the youth and carries out a substantial amount of work at universities, colleges and mosques".
[1][5] Ed Husain describes JIMAS as being known to be Wahhabi, although Gilliat-Ray says the group as providing platforms for prominent Muslim Brotherhood speakers such as Yusuf al-Qaradawi.
The speakers were noted for being "mostly dynamic speakers, able to stir a crowd and plant genuine interest in Islam", their impressive knowledge of "the Quran or the Prophet Mohammed's wisdom", and but their ignoring of the "fourteen centuries of commentary and scholarship on Islam's primary sources", being passionate "about the idea of one God" (tawheed) while "ceaselessly warned against shirk" (polytheism), and for their appearance -- "they covered their heads with the red and white chequered Saudi scarf, ...
[6] After the 9/11 attacks, according to Gilliat-Ray, the group changed its focus, becoming more interested in "grassroots engagement with 'ordinary' British Muslims" and moved away from the salafist ideology.
Those that stayed loyal to the purist Salafi idea of remaining loyal to the Muslim rulers, such as the Saudi ruling family, formed a group called OASIS (Organization of ahl al Sunnah Islamic Societies) led by Abu Khadeejah and Dawud Burbank[4] which later on became Salafi Publications by the end of 1996.