Türkiye Introduces New Rules to Combat Misleading Advertising and Strengthen Consumer Protection
Türkiye has enacted comprehensive amendments to its advertising regulations, introducing stricter rules for digital advertising, influencer marketing, AI-generated content, and discount campaigns. The new framework aims to protect consumers from misleading advertising practices and increase transparency across digital commerce channels.
The Turkish Ministry of Trade has announced a series of regulatory changes designed to address the growing influence of digital advertising and safeguard consumers against deceptive marketing practices. Published in the Official Gazette, the updated rules introduce new obligations for advertisers, social media creators, and online platforms operating in Türkiye.
New Standards for Targeted and Digital Advertising
Under the revised regulations, businesses using targeted advertising based on consumers’ online behavior and personal data must clearly explain why specific advertisements are being shown and provide accessible information on how these targeting criteria can be modified. The measures aim to increase transparency and give consumers greater control over personalized advertising experiences.
One of the most significant changes is a ban on targeted advertising directed at children through profiling methods that rely on personal data. The regulation seeks to provide stronger protection for minors in increasingly data-driven digital environments.
Influencers and AI-Generated Advertising Face New Disclosure Requirements
The new framework also tightens rules around social media marketing. Content creators who receive payments, free products, discounts, or other benefits in exchange for promoting products or services will now be required to clearly indicate that their posts constitute advertising or promotional content.
Additionally, the regulations address the growing use of artificial intelligence in advertising. Advertisers must clearly disclose AI-generated digital characters that cannot be easily distinguished from real individuals. The rules also prohibit the use of AI-generated personas that could create the false impression that a real person has used or endorsed a product.
Stricter Rules for Discount Campaigns and Consumer Reviews
The revised regulation extends discount advertising requirements to conditional sales campaigns, where discounts or benefits depend on fulfilling specific conditions. For discounted products, advertisers may only display as the pre-discount price the lowest price applied within the previous ten days before the campaign began. Exceptions apply to perishable goods and certain services.
The Ministry has also shortened the period granted to sellers and service providers to respond to consumer complaints before publication, reducing the timeframe from 72 hours to 48 hours. If no response is submitted within this period, consumer evaluations may be published directly.
The new regulations, which come into force on 1 August 2026, form part of Türkiye’s broader effort to strengthen oversight of digital commerce and advertising practices while improving consumer trust in online marketplaces and promotional content.