The digital marketing world is constantly evolving not only through technological advancements, but also through legal regulations. The new amendments to the Regulation on Commercial Advertising and Unfair Commercial Practices, which have now come into force, make a more transparent and consumer-centric approach mandatory in advertising processes for advertisers, agencies, and content creators.
In digital advertising in particular, there are now new obligations across various areas, including the use of artificial intelligence, influencer collaborations, user reviews, and environmental sustainability messaging.
Why Was the Commercial Advertising Regulation Updated?
With the growth of digital platforms, the types of advertisements consumers encounter have also diversified. AI-generated content, personalized ads, and social media collaborations necessitated a review of existing regulations.
The new regulation aims to prevent practices that could mislead consumers, ensure that advertisements are clearer and more understandable, and establish a trustworthy advertising ecosystem across digital channels.
Key Changes Affecting Brands
With this regulation, several important provisions directly impacting digital marketing processes have taken effect:
Requirement of Concrete Proof for Environmental Claims: Terms like “eco-friendly,” “carbon-neutral,” “green product,” or “sustainable” can no longer be used merely as marketing slogans. Such claims must be backed by scientific data, certifications, or independent verifications. Otherwise, they risk being categorized as misleading advertising. It is especially important for brands engaged in ESG communications to review their content.
Transparency in AI-Generated Advertising Content: Visual, video, or audio content generated using artificial intelligence must not mislead consumers. The principle of transparency holds great importance in content that creates the impression of real individuals or portrays product experiences that do not exist in reality. When planning AI-assisted creative work, brands need to evaluate it not only from an aesthetic standpoint, but also in terms of legal compliance.
Stricter Oversight on User Reviews: The manipulation of user reviews published on e-commerce sites or digital platforms is now a much more sensitive issue. The systematic removal of negative reviews, the publication of fake evaluations, or highlighting only positive reviews can be considered misleading practices toward consumers. Therefore, managing review processes in a transparent and verifiable manner gains critical importance.
How Will Digital Marketing Strategies Be Affected?
The new regulation closely concerns not only legal teams, but also digital marketing teams.
In campaign planning processes, aspects such as:
- The accuracy of ad copy,
- Clear disclosure of influencer collaborations,
- Transparent presentation of AI-generated content,
- Consistency between landing pages and campaign promises,
- Reliable management of user reviews,
are now becoming a vital part of legal compliance alongside campaign success.
How Should Brands Prepare for This Process?
To comply with the new regulation, brands need to regularly review their advertising processes. Conducting legal compliance checks at every stage—from content production to media planning—prevents potential sanctions while protecting brand reputation.
Furthermore, it is of utmost importance for agencies, content teams, and performance marketing specialists involved in advertising campaigns to stay up to date with the obligations under the regulation.
As Marker Groupe, we optimize all of your brand’s Digital Media Planning processes in line with current regulations to support your brand’s sustainable success.
To learn more about Marker Groupe services, you can contact us via our website at MarkerGroupe.com or by emailing hello@markergroupe.com.
