As of January 2024, there are 57.50 million social media users in Türkiye[1], and digital platforms hold the largest share of advertising investments at approximately 71.2% for the year 2024[2]. Within these digital investments, social media influencers account for 5%, underscoring their significant role in shaping consumer behaviour. Given the influence of social media influencers on consumption patterns, the importance of adhering to legal regulations concerning…
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The Advertisement Board (“Board”) closely monitored dark patterns on online user interfaces that facilitate consumers to enter into subscription agreements, and which might deceive, coerce, manipulate consumers into making choices that may not be in their best interests. Dark patterns are broadly considered deceptive commercial practices under the Commercial Advertising and Unfair Commercial Practices Regulation which defines “The use of guiding interface designs, options, or…
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In Türkiye, the advertising, promotion, and similar activities related to alcoholic beverages are prohibited across all communication channels, including television, radio, cinema, print media, and digital platforms. Therefore, it is not permitted to promote or advertise alcoholic beverage brands in any way. This restriction also includes advertisements made through social media influencers. The Advertisement Board has scrutinised hidden advertisements of alcoholic beverage…
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During its meeting in March 2024, the Advertisement Board examined sponsored advertisements placed by certain companies via Google Adwords/Google Ads, in which registered trademarks of competitor firms were used as keywords. Accordingly, the Board imposed a suspension penalty on advertisements where a company's trade name and trademark used to identify its services were selected as keywords by other companies, on the grounds that such advertisements were misleading to…
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The Advertisement Board (“Board”) reviewed numerous advertisements containing claims related to the environment in accordance with the Regulation on Commercial Advertising and Unfair Commercial Practices (“Regulation”), as well as the Guideline on Advertisements Containing Environmental Claims. The Board’s evaluation provided practical guidance for interpretation of environmental claims’ compliance to law.
The Board examined the environmental claims in a cosmetic company’s…
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Article 8 of the Regulation on Commercial Advertisement and Unfair Commercial Practices (“Regulation”) permits comparative advertisements under specific conditions. Subparagraph (a) of the paragraph 1 of the article requires that such advertisements “should not be misleading or deceptive”, while subparagraph (f) mandates that “claims based on objective, measurable, and numerical data must be substantiated by scientific tests, reports, or documents”. The Regulation also…
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