Amendment to the Regulation on Commercial Advertising and Unfair Commercial Practices
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This regulation tightens Turkey’s rules on advertising, promotions, social media marketing, consumer reviews, and environmental claims. It adds clear definitions for environmental claims, social media, influencers, and online consumer reviews, giving regulators a firmer basis to police misleading marketing. Businesses will need to be more careful with discount ads, especially when selling through different channels. The prior price used in a discount must generally be the lowest price in the previous 10 days for goods, while separate rules apply to perishables and services. Companies using influencers, loyalty programs, green claims, reviews, food ads, or academic titles in marketing should review their ad approval and compliance checks.
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Key Changes
- Adds definitions for environmental claims, social media, social media influencers, and online consumer reviews.
- Changes discount advertising rules so the reference price for goods is generally the lowest price used in the 10 days before the discount.
- Clarifies that discount reference prices must be calculated separately for each sales channel and expands advertising rules for food supplements and academic titles.
Obligations
What this law requires
When advertising a discount for goods, determine the pre-discount reference price as the lowest price applied during the 10 days before the discount start date.
When advertising a discount for perishable goods such as fruit and vegetables, use the price immediately preceding the discounted price as the pre-discount reference price.
When advertising a discount for services, use the price immediately preceding the discounted price as the pre-discount reference price.
Ensure advertisements for food supplements comply with the advertising restrictions applicable to food and food supplements under the amended commercial advertising rules.
Do not use academic titles in advertisements in a misleading or unfair manner, as academic titles are expressly covered by the advertising rule on claims such as awards and similar credentials.