The Ministry of Trade's amendment to the Regulation on Commercial Advertising and Unfair Commercial Practices took effect on 1 August 2026. It concerns every firm running digital advertising in Turkey.
01. What It Covers
The amendment brings new rules under digital marketing, use of artificial intelligence, social media influencers, discounted sales and environmental claims. The aim is to prevent consumers being misled and to increase transparency in digital advertising.
02. Disclosing AI
Use of artificial intelligence that affects consumer economic behaviour, and digital characters indistinguishable from real people, must be clearly disclosed. For brands using AI-generated imagery and video, this is a step that has to sit inside the creative process.
03. Misleading Representation
Content creating the impression that a person recommends a product when they did not falls under the prohibition. Experiments generating celebrity likenesses or customer testimonials run into this clause.
04. Discount Claims
A discount claim needs a basis. Behind "70% off" there must be a genuine previous price and a period in which it applied. If the campaign design doesn't retain the data to prove it, risk arises.
05. Environmental Claims
Terms like eco-friendly, recyclable and carbon neutral must be documentable. An undocumented environmental claim can be treated as greenwashing.
06. What to Do Now
A three-step review is enough: label your live advertising assets for AI use, extract the price-history record behind discount claims, and build a document file for environmental wording. These three are the first things asked in an inspection.
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