249 million TL fine for deceptive advertisements

In the statement made by the Ministry of Commerce, it was stated that the Board continues its examinations and inspections uninterruptedly in order to protect the health and safety and economic interests of consumers.

It was stated that the Board decided on 161 files at the meeting held on October 8, and imposed a suspension penalty and a total administrative fine of 17 million 176 thousand 744 liras in 136 files that were found to be contrary to the legislation.

It was reported that in the January-September period of the year, more than 33 thousand applications were evaluated and the total administrative fine imposed due to deceptive advertisements and unfair commercial practices exceeded 249 million lira.

SANCTIONS FOR UNREALISTIC DISCOUNTED SALES

In the statement, it was reminded that in line with the developing commercial life and the increase in internet usage, important regulations were made in the Commercial Advertising and Unfair Commercial Practices Regulation and that these changes came into force on August 1, and it was emphasized that new rules were introduced in many areas, especially targeted advertising, advertisements created with artificial intelligence, promotions of social media influencers and discounted sales.

In the statement, which stated that one of the prominent topics in the October meeting of the board was discounted sales advertisements, the following information was given:

"During the investigations, it was determined that unrealistic discount promises of as high as 75 percent were made in the campaigns, that the crossed-out price was not based on the lowest price applied in the last 10 days before the discount start date, and that the obligations in the discount sales legislation were not fulfilled in advertisements related to easily accessible loyalty card programs. Administrative sanctions were imposed on the advertisements in question, which were determined to be contrary to the legislation."

In the statement, it was pointed out that the rules regarding the advertising and promotional activities of social media influencers were clearly determined within the scope of the regulation, and it was stated that the advertising or promotion expression should be clearly included in the posts made in exchange for benefits, discounts or gifts.

In this regard, it was noted that the Board examined the posts on 32 social media accounts ex officio, it was determined that the obligation to use advertising phrases and other specified criteria were not met, and a suspension penalty was imposed on the posts in question.

FAKE DISCOUNT PROMISES IN JEWELRY

In the statement, it was underlined that the advertisements published with promises of high discounts in the jewelery industry were also taken under the spotlight, and it was stated that as a result of the evaluations, a suspension decision was taken against 9 companies that were found to have violated the provisions of the legislation.

In the statement, it was emphasized that the Ministry will continue its inspection and enforcement activities with determination in order to protect the rights of consumers, prevent misleading advertisements and establish a fair competition environment in the markets.