The Advertising Board, operating under the Ministry of Trade, closely monitors all advertisements that may mislead or deceive consumers and imposes administrative sanctions when violations are detected. Therefore, it is crucial for companies to consider not only creativity but also legal boundaries when preparing campaign texts.
The guide published by the Ministry of Trade, titled “Guidelines on Advertisements Containing Price Information, Discount Sales, and Commercial Practices,” clearly outlines the boundaries companies must observe when designing their campaigns. For instance, when encountering an advertisement stating “50% off,” consumers must be able to clearly see the original price from which the discount is calculated.
Similarly, the term “free” is a highly sensitive area. This expression can be used if a campaign genuinely offers a product or service at no cost and without any conditions; however, if payment will be required after a trial period, emphasizing “free” at the outset is considered misleading to consumers.
A similar expectation of transparency applies to price displays. Campaign prices must be shown inclusive of all taxes. According to the guidelines, adding VAT at the checkout for a product prominently advertised as “Only 99 TL” is considered a misleading practice.
Additionally, expressions such as “limited stock” or “valid today only” must accurately reflect the actual conditions of the campaign. If sufficient stock is available or the campaign period is significantly longer, such statements may be considered a deceptive tactic designed to rush consumers.
All these regulations demonstrate that campaign texts are not merely the product of creative marketing efforts but must also be carefully crafted to ensure legal compliance.
To see how critical these rules are in practice, it is enough to look at a recent decision by the Advertising Board. In an advertisement for the “Premium” service of a globally used video-sharing platform, the term “0 TL” was used, creating the impression that consumers would receive a completely free trial. However, it was revealed that the service continued on a paid basis after the trial period, meaning that consumers actually incurred a financial obligation.
The Advertising Board deemed this statement misleading and imposed administrative sanctions on the grounds that it did not meet consumer expectations. The core issue here was that while the term “0 TL” created the perception that no payment would be required, in reality the service became payable under certain conditions.
No matter how creative advertising texts may be in attracting consumers, a single unlawful statement can undermine an entire campaign. Administrative fines, damage to brand reputation, and loss of consumer trust are among the serious risks companies may face.
In light of all these examples and regulations, it is clear that advertising campaigns must ensure not only marketing success but also legal security. Therefore, when preparing advertising campaigns, conducting a legal compliance review alongside the creative process is no longer optional—it is essential. Advertising texts are not merely the product of the marketing team’s creativity; they must also be carefully crafted to comply with the law. Advertisements designed in accordance with legal and regulatory requirements will not only influence consumers effectively but also protect companies from long-term risks.
Attorney At Law Atakan Özyurt