Cairo: The top Islamic authority in Egypt, revered by many Muslims worldwide, launched an internet-based campaign on Sunday challenging an extremist group in Syria and Iraq by saying it should not be called an "Islamic State."

The campaign by the Dar al-Ifta (House of Rulings), which advises Egypt's Muslims on spiritual and life issues, adds to the war of words by Muslim leaders across the world targeting the Islamic State group, which controls wide swaths of Iraq and Syria. Its violent attacks, including mass shootings, destroying Shiite shrines, targeting minorities and beheadings including American journalist James Foley, have shocked Muslims and non-Muslims alike.

Call it Qa'eda Separatists not Islamic State - the logo of the online movement to rename Islamic State. Credit:Call it Qa'eda Separatists not Islamic State

The Grand Mufti of Egypt, Shawki Allam, previously said the extremists violate all Islamic principles and laws and described the group as a danger to Islam as a whole. Now, the Dar al-Ifta he oversees will suggest foreign media drop using "Islamic State" in favour of "al-Qaeda Separatists in Iraq and Syria", or the acronym "QSIS", said Ibrahim Negm, an adviser to the mufti.

This is part of a campaign that "aims to correct the image of Islam that has been tarnished in the West because of these criminal acts, and to exonerate humanity from such crimes that defy natural instincts and spreads hate between people," Mr Negm said according to Egypt's state news agency MENA. "We also want to reaffirm that all Muslims are against these practices which violate the tolerant principles of Islam."