Key Amendments to Commercial Advertising Legislation

Significant amendments have been introduced to the Regulation on Commercial Advertising and Unfair Commercial Practices (the “Regulation”) through the Regulation Amending the Regulation on Commercial Advertising and Unfair Commercial Practices, published in the Official Gazette dated July 1, 2026 and numbered 33297. The amendments will enter into force on August 1, 2026.

1. Discounted Sale Advertisements

• “10-Day Rule” for Sale of Goods: For discounted sale advertisements concerning goods, the “pre-discount price” shall be based on the lowest price applied in the 10 days preceding the start of the discount, instead of the previous 30-day period (Article 14(3)).

  
  

• “Previous Price” Rule for Services: For discounted sale advertisements concerning services, the “pre-discount price” shall be the price applied immediately before the discounted price and no retrospective 30-day or 10-day price review shall be required (Article 14(3)).

  
  

• Conditional Sale Advertisements: Conditional sale advertisements granting benefits subject to the purchase of goods or services in a certain quantity, number, amount or quality or to the performance of a specific act, shall be subject to the rules on discounted sales, without prejudice to the provisions on quantity indications (Article 14(7)).

  
  

• Consumer Loyalty Programms: It has been expressly stipulated that the provisions on discounted sales shall apply to consumer loyalty programs where the relevant consumer loyalty program is easily accessible or usable by consumers, thereby distinguishing such programs from consumer loyalty programs that do not have this characteristic (Article14(6)).

2. Social Media Influencers

• It has been made mandatory for posts to clearly include one of the statements “Advertisement” or “Promotion” and to clearly identify the advertiser (Article 23/A(3)).

  
  

• New rules have been introduced for advertising disclosures, requiring them to be displayed in a manner and size that are easily noticeable at first glance, without requiring consumers to scroll or be redirected to another area (Article 23/A(4)).

  
  

• For audio-only posts, a verbal disclosure must be made at the beginning of the broadcast and before the advertisement (Article 23/A(5)).

3. Targeted Advertising

• Targeted advertising has been defined as the presentation of personalized advertising content through the use of consumer data, and a new article governing its principles has been introduced (Article 25/A).

  
  

• It has been made mandatory to inform consumers of the criteria based on which targeted advertisements are displayed to them and of how such criteria may be modified (Article 25/A(2)).

  
  

• Targeted advertising directed at children through profiling based on personal data has been prohibited (Article 25/A(3)).

4. Consumer Reviews and Complaint Platforms

• The publication of consumer reviews obtained from channels where the purchase process cannot be verified has been prohibited (Article 28/B(1)). The use of such reviews in advertisements has also been prohibited (Article 28/B(6)).

  
  

• The rules on the publication of consumer reviews may not prevent or restrict consumers from submitting reviews on products and ancillary agreements (Article 28/B(2)).

  
  

• On complaint platforms, the period granted to the seller or provider subject to the complaint to submit a response has been reduced from 72 hours to 48 hours. It has also been stipulated that, if no response is submitted within this period, the review shall be published directly (Article 28/C(1)(a)).

5. Environmental Claims (Green Advertising)

• The rule on substantiating environmental claims has been amended. Certificates and approvals used in advertisements containing environmental claims may now be substantiated with documents obtained from authorized institutions and organizations, universities, or accredited or independent research, testing and evaluation bodies (Article 17(3)).

  
  

• The use of general concepts and expressions qualifying as environmental claims without any explanation, or in a manner that may create uncertainty for consumers, has been prohibited (Article 17(5)).

  
  

• In advertisements containing environmental claims, it is now required to clearly specify the part, component or stage in the life cycle of the goods or services to which the environmental claim relates (Article 17(6)).

6. Advertisements Using Artificial Intelligence

• Where artificial intelligence, software or human-like digital characters are used in advertisements in a manner that may significantly affect consumer behavior, this must be clearly, intelligibly and distinguishably disclosed (Article 18(8)).

  
  

• Advertisements giving the false impression that an AI-generated digital copy of a real person has personally experienced or used a good or service or has made a recommendation, have been prohibited (Article 27(12)).

7. Other Amendments

• “Academic titles” have been added to the list of expressions that may not be used in advertisements in a manner misleading consumers as to official approval or achievements (Article 7(5)(g)).

  
  

• Advertisements creating the impression that food supplements replace normal nutrition have been prohibited (Article 27(10)). The prohibition under the previous version of the Regulation on comparative advertising of food supplements has been abolished (Article 8(3)).

  
  

• Advertisements for medicinal products for human use, electronic cigarettes, tobacco products and alcoholic beverages have been expressly prohibited (Article 27(11)).

  
  

• The prohibition on advertisements for fortune-telling, mediums and illegal betting has been expanded to include illegal games of chance (Article 27(3)).

  
  

• The use in advertisements of information concerning awards that are not based on objective criteria announced in advance and that are granted in return for consideration has been prohibited (Article 27(13)).