Important Principle Decision From The Advertising Board Regarding Discount Sale Advertisements 30 January 2024
At the first meeting of the year held on January 9, 2024, the Advertising Board made an important principle decision regarding discount sale advertisements by amending the "Guideline on Advertisements Containing Price Information and Discount Sale Advertisements and Commercial Practices" in order to prevent consumer victimization through misleading advertisements and practices that lead to unfair competition in the retail trade sector.
What is the Guideline on Advertisements Containing Price Information Discount Sale Advertisements and Commercial Practices? |
The Guideline on Advertisements Containing Price Information and Discount Sale Advertisements and Commercial Practices is a guideline which was adopted by the Advertising Board as its Principle Decision No. 2022/1 at the meeting dated April 12, 2022, and numbered 320, has been prepared based on Law No. 6502 on Consumer Protection and the Regulation on Commercial Advertising and Unfair Commertial Practices, with the aim of providing guidance to advertisers, advertising agencies, media organizations, sellers, providers, intermediary service providers, and all individuals, institutions, and organizations involved in advertising, regarding advertisements containing price information, discount sale advertisements, and commercial practices. |
What are the Main Important Principles outlined in the Guide on Advertisements Containing Price Information and Discount Sale Advertisements and Commercial Practices? |
According to the Guideline; |
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What is the Principle added to the "Guideline on Advertisements Containing Price Information and Discounted Sale Advertisements and Commercial Practices" with the amendment dated 09.01.2024? |
It has been evaluated that loyalty programs that are frequently applied recently, which are defined by the Advertising Board as discount cards, coupons, loyalty programs or practices that allow consumers to accumulate points for future purchases, which are not considered within the scope of discount sales and which give consumers the right to long-term price discounts in specified groups of goods or services, are now may be easily participated in through transactions that can be carried out in a short period of time, such as sending a text message, giving approval via the website or mobile application, or filling out a form, and that loyalty programs have turned into discount sales practices to include the vast majority of goods or services offered for sale day by day and that these applications are used to create an unrealistic discount perception in consumers and this situation is deemed to be misleading and distorting the price perception of consumers and is contrary to the legislation. |
Accordingly, it has been accepted as a principle decision that advertisements for goods or services offered for sale through a loyalty program may not directly or indirectly create the impression of a discount by using phrases such as "discount", "savings", or "special discount/opportunity for XY card/members", "pre-discount price" or visuals such as crossed-out prices or downward trend graphs, and this principle has been therefore included in the Guidelines on Advertisements Containing Price Information and Discount Sale Advertisements and Commercial Practices. |
Thus, a comprehensive step has been taken towards more effectively protecting consumers against deceptive practices that make it difficult for them to compare prices in discount sales campaigns. |
Who is responsible in the event of a non-compliance with the"Guideline on Advertisements Containing Price Information, Discounted Sale Advertisements and Commercial Practices"? |
dvertisers are responsible for price displays, discount sales announcements, stock notifications and commercial applications published on any platform. |
The Guideline on Advertisements Containing Price Information and Discount Sale Advertisements and Commercial Practices, made a statement by way of sampling within the scope of its responsibility regarding the products offered for sale through e-commerce platforms. |
Accordingly, it has been stated that in the case of the intermediary service provider promotes a product on any platform such as television, the internet, etc., for items offered for sale through an e-commerce platform, the intermediary service provider will be held responsible as the advertiser. |
The current version of the Guidelines on Advertisements Containing Price Information and Discount Sale Advertisements and Commercial Practices is available here. |
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