E-Commerce Rules in Türkiye Are Changing on August 1; Regulations Are Coming for AI-Powered Advertisements
New regulations concerning the e-commerce, digital advertising, and retail sectors in Türkiye will enter into force on August 1, 2026. The rules prepared by the Ministry of Trade aim to protect consumers more effectively against misleading advertisements and unfair commercial practices. The regulations cover AI-powered advertisements, influencer posts, targeted advertising, campaigns, and discounted sales.
Artificial Intelligence Must Be Clearly Disclosed in E-Commerce Advertisements
In the new period, if advertisements feature digital characters created using artificial intelligence technologies that are difficult to distinguish from real people, it will be mandatory to clearly and understandably disclose this situation to consumers.
The regulation introduces new rules in many areas, including digital marketing, artificial intelligence, social media influencers, discounted sales, and environmental claims. Advertising content prepared by analyzing consumers’ online behavior and personal data within the scope of targeted advertising also falls under the new regulations. (e-commerce)
The Last 10 Days Rule for Discounted Sales
Campaigns that make discounts or other advantages offered to consumers conditional on certain requirements will now be subject to the rules concerning discounted sales advertisements. In discounted sales advertisements, the reference price will be the lowest price applied within the last 10 days before the campaign begins. For perishable products such as fruit and vegetables, as well as services, the price applied immediately before the discounted price will be taken as the basis.
Advertising Disclosure Will Be Mandatory in Influencer Posts
In posts made by social media content creators in exchange for any income, free or discounted products, services, or participation in an event, it will be necessary to clearly state that the content is an advertisement. Within this scope, the use of expressions such as “advertisement” or “promotion” in influencer posts will become mandatory.
Response Time for Complaints Is Reduced to 48 Hours
The 72-hour period given to sellers and service providers to respond on consumer complaint platforms will be reduced to 48 hours. If no response is provided within this period, the consumer review may be published directly. In addition, the ban on advertisements for fortune-teller, psychic, and astrologer services, as well as illegal betting and gambling, will be expanded to also cover illegal games of chance. Experts state that the regulations will increase transparency in digital advertising, contribute to consumer protection, and strengthen fair competition in the e-commerce sector.