Amendments to the Regulation on Commercial Advertising and Unfair Commercial Practices

"The Regulation Amending the Regulation on Commercial Advertising and Unfair Commercial Practices", published in the Official Gazette dated July 1, 2026 and numbered 33297, introduces various amendments to the Regulation on Commercial Advertising and Unfair Commercial Practices. The amendments will enter into force on August 1, 2026.

Amendments Concerning Discounted Sale Advertisements

The rules governing the determination of the reference price for discounted sale advertisements have been revised.

Accordingly:

• The reference price prior to a discount will be determined based on the lowest price applied during the ten days preceding the commencement of the discount.
• For perishable goods and services, the price applied immediately prior to the discounted price will be taken as the reference price.
• The reference price will be determined solely by reference to the price applied through the same sales channel in which the discount is offered.
• These provisions will also apply, subject to certain conditions, to advertisements relating to loyalty programmes and campaigns contingent upon specified purchasing conditions.

Amendments Concerning Environmental Claims

The provisions governing environmental claims have been expanded.

Accordingly:

• Environmental claims must be supported by verifiable documents and certifications.
• General environmental expressions may not be used without appropriate clarification.
• Advertisements must clearly indicate the specific part of the product or service, or the relevant stage of its life cycle, to which the environmental claim relates.
• Explanatory information regarding the measurement and assessment methods must be provided either within the advertisement or through the relevant digital platform to which consumers are directed.

Amendments Concerning AI-Generated Advertisements

The Regulation introduces specific provisions governing advertisements created using artificial intelligence.

Accordingly:

• Where artificial intelligence or similar software is used in a manner capable of materially influencing consumers' economic behaviour, this must be clearly, understandably and prominently disclosed.
• Advertisements may not create the false impression that a digital replica of a real person generated through artificial intelligence has personally used, experienced or endorsed a product or service.

Advertisements by Social Media Influencers

Article 23/A has been introduced to regulate advertisements made through social media influencers.

Accordingly:

• Promotional content published in exchange for any benefit must be clearly identified as advertising.
• Such content must include the wording "Advertisement" or "Promotion", together with identifying information relating to the advertiser.
• Advertising disclosures must be clearly visible, legible and distinguishable from other tags or labels.
• In live broadcasts, the advertising disclosure must be made both at the beginning of the broadcast and immediately before the relevant advertising content.

New Rules on Targeted Advertising

Article 25/A introduces specific provisions governing targeted advertising.

Accordingly:

• Consumers must be provided with information regarding targeted advertising activities based on the processing of their personal data.
• Information explaining the criteria according to which advertisements are displayed and how such criteria may be modified must be made directly and easily accessible.
• Targeted advertising based on profiling using personal data may not be directed at consumers who are known, or can reasonably be expected to be, children.

Amendments Concerning Consumer Reviews

The provisions governing consumer reviews have been revised.

Accordingly:

• Reviews may only be submitted by consumers who have purchased the relevant goods or services.
• Reviews that cannot be verified through the relevant purchasing process may not be published.
• The rules governing the publication of reviews must be made readily accessible.
• Reviews must be published for a minimum period of one year without discrimination between positive and negative reviews.
• Practices intended to generate false or misleading consumer reviews are prohibited.
• The period granted for objections to consumer reviews has been reduced from 72 hours to 48 hours.

The amending Regulation will enter into force on August 1, 2026.

You may access the relevant announcement here. (In Turkish)