Türkiye Updates Advertising Rules for Digital Campaigns, AI-Generated Content and Environmental Claims

The Regulation Amending the Regulation on Commercial Advertisements and Unfair Commercial Practices was published in the Official Gazette dated 1 July 2026 and numbered 33297. The new rules will enter into force on 1 August 2026.

The changes come at a time when advertising practices are increasingly shaped by digital platforms, data-driven targeting, social media content and generative AI tools. The revised framework introduces more detailed rules on targeted advertising, AI-generated content, influencer marketing, discount campaigns, environmental claims and online consumer reviews.

Rather than being limited to formal wording requirements, the new rules may require companies to revisit how consumer-facing campaigns are designed, approved and monitored across marketing, e-commerce, legal, data privacy and brand management functions.

Targeted Advertising

The revised framework introduces greater transparency for targeted advertising. Where targeted advertisements are served on the basis of consumers’ online behaviour, previous preferences, location data, demographic profile or similar personal data, consumers must be clearly informed of the targeting criteria and given an easily accessible means to change them. Targeted advertising directed at children through profiling methods based on personal data is also prohibited.

This is particularly relevant for companies relying on behavioural advertising, customer segmentation, remarketing tools or platform-based advertising solutions. In practice, targeted advertising should no longer be treated solely as a marketing or media-buying issue. The way in which targeting criteria are selected, explained and made manageable for consumers should also be assessed from consumer law and data privacy perspectives.

AI-Generated Advertising Content

The new rules expressly address the use of artificial intelligence in advertisements. Where advertisements include AI-generated digital characters that cannot easily be distinguished from real persons, this must be clearly and visibly disclosed.

A real person’s AI-generated digital copy may also not be used in a way that creates the impression that such person has personally experienced, used or recommended a product or service.

This is likely to be relevant not only for fully AI-generated campaigns, but also for hybrid marketing materials involving synthetic visuals, virtual influencers, voice cloning, digital likenesses or AI-assisted product demonstrations. Companies should therefore review AI-supported campaign materials from advertising law, consumer protection, data privacy and intellectual property perspectives.

Influencer Marketing

The revised rules also clarify disclosure expectations for social media influencers. Where a social media content creator receives a benefit in connection with the promotion of a product or service, the advertising nature of the content must be clearly indicated.

This may include monetary compensation, free or discounted products or services, participation in events, campaign-related benefits or other forms of commercial collaboration. In practice, brands should ensure that influencer arrangements include clear disclosure obligations and that campaign materials are monitored both before and after publication.

The revised approach reinforces the point that influencer compliance is not only the responsibility of the content creator. Advertisers, agencies and other parties involved in the campaign should also make sure that the commercial nature of the content is not obscured.

Discount Campaigns

The rules on discount advertisements have also been revised. For goods, the pre-discount price must be determined by reference to the lowest price applied during the 10 days preceding the start of the discount. For perishable goods and services, the price immediately preceding the discounted price will be taken into account.

Where a product or service is sold through different sales channels, the pre-discount price must be determined separately for the relevant sales channel. A price applied in one channel cannot be used as the reference price for a discount campaign in another channel.

This may be particularly relevant for retailers, e-commerce platforms, marketplaces and brands using flash sales, loyalty programmes, bundle offers, member-only discounts or other conditional campaigns. Companies should ensure that campaign mechanics and price histories can support the advertised discount.

Environmental Claims

The revised framework introduces more specific substantiation and transparency requirements for environmental claims. A new definition of “environmental claim” has been added, covering statements or visuals suggesting that a product or service provides an environmental benefit, has a reduced environmental impact or has no adverse environmental impact.

General environmental statements should not be used in a way that creates uncertainty for consumers or without explaining the basis of the claim. Environmental claims should also specify which part, component or life-cycle stage of the product or service they relate to.

In practice, broad statements such as “environmentally friendly”, “green” or similar expressions should be used with caution. Companies should be able to support environmental claims with clear and verifiable information, including relevant certificates, approvals, test results or other substantiating documents where applicable.

This is likely to require closer coordination between marketing, sustainability, product, legal and compliance teams, particularly for companies using sustainability-related statements in advertising, packaging, websites or product descriptions.

Consumer Reviews and Complaint Platforms

The new rules introduce additional requirements for consumer reviews and online complaint platforms. Consumer reviews may not be published where the relevant purchase process cannot be verified. Companies may also not purchase or arrange false reviews or endorsements in order to increase the sale of a product or service.

For complaint platforms, the period granted to sellers or service providers to respond before a complaint is published has been reduced from 72 hours to 48 hours. If no response is provided within this period, the complaint may be published directly.

Companies operating marketplaces, review systems, complaint platforms or customer feedback tools should review whether their current processes allow sufficient verification of consumer reviews and timely handling of complaints.

Other Notable Changes

The revised regulation also expands certain advertising restrictions. In particular, the advertising ban relating to illegal betting and gambling has been extended to cover illegal games of chance. Additional rules have also been introduced on the use of academic titles in commercial advertisements where such use may mislead consumers or exploit their lack of knowledge or experience.

Practical Impact

The revised regulation is likely to have a direct impact on companies that use digital advertising, AI-supported marketing materials, influencer collaborations, environmental messaging, discount campaigns or online consumer review systems.

Before the rules enter into force, companies should consider reviewing their advertising approval processes, influencer agreements, targeted advertising practices, AI-generated content controls, discount campaign mechanics, environmental claim substantiation and consumer review procedures.

The overall direction is clear: consumer-facing advertising practices are expected to become more transparent, more verifiable and easier for consumers to understand. For companies, this means that campaign speed and creativity will need to be balanced with stronger internal controls and better documentation.

Author

Ömer Faruk Çıkın