As digital advertising continues to evolve, consumers are exposed to more advertisements than ever before. This shift has made it increasingly important for advertising practices to be more transparent, trustworthy, and aligned with ethical standards.
In this context, the Turkish Ministry of Trade has updated the Regulation on Commercial Advertising and Unfair Commercial Practices. Published in the Official Gazette on July 1, 2026, the new regulations introduce significant obligations across various areas of digital advertising and will come into effect on August 1, 2026.
Transparency and New Rules in Digital Advertising
The updated regulation includes several important provisions aimed at increasing transparency in digital advertising. Key changes include:
Transparency in Targeted Advertising: Advertisers will be required to clearly explain the criteria used to display advertisements and provide consumers with easily accessible information on how these criteria can be modified.
Advertising Disclosure in Influencer Collaborations: Any content shared in exchange for compensation or other benefits must clearly include labels such as “Advertisement,” “Paid Partnership,” or “Sponsored.”
New Rules for AI-Generated Advertisements: Advertisements featuring AI-generated digital characters that cannot easily be distinguished from real people must clearly disclose this fact. In addition, the use of AI-generated digital replicas of real individuals in advertisements that create the impression they have personally experienced or endorsed a product is now prohibited.
Regulations That Strengthen Consumer Trust in Advertising
The regulation also introduces significant changes affecting various advertising formats. Notable updates include:
New Pricing Rule for Discount Advertisements: The reference price shown before a discount must now be the lowest price applied within the 10 days preceding the start of the promotional campaign.
Environmental Claims Must Be Substantiated: General claims such as “eco-friendly” or “green” can no longer be used on their own. Advertisers must clearly specify which stage or aspect of the product or service the environmental claim refers to and support such claims with appropriate evidence.
New Restrictions on Food Supplement Advertising: Advertisements must not create the impression that food supplements can replace a normal and balanced diet.
Misleading Use of Academic Titles Prohibited: The use of academic titles in advertisements in a way that could mislead consumers or exploit consumer trust is prohibited under the new regulation.
How Should Brands Prepare for These Changes?
The new regulations extend beyond advertising copy and directly affect many aspects of digital marketing, including data usage, influencer collaborations, AI-generated content, consumer reviews, and environmental claims.
For this reason, brands should review their advertising strategies, content creation processes, and digital campaigns to ensure compliance with the updated regulation. Beyond legal compliance, adopting a transparent and trust-focused communication strategy will play an important role in strengthening brand reputation.
Strengthen Your Digital Advertising Strategy with Marker Groupe
As the digital marketing ecosystem continues to evolve, adapting successfully requires not only creating effective campaigns but also developing strategies that comply with the latest regulations.
At Marker Groupe, we help brands develop Digital Media Planning strategies that align with both legal requirements and evolving consumer expectations.
To learn more about Marker Groupe’s services, visit MarkerGroupe.com or contact us at hello@markergroupe.com.
