The Ministry of Commerce shared a “Guide on Commercial Advertising and Unfair Commercial Practices Made by Social Media Influencers”. The guide has been prepared within the scope of the Commercial Advertising and Unfair Commercial Practices Regulation published in the Official Gazette.
In the guide, “The advertisements made through the social media influencer must be clearly and comprehensibly expressed and be distinguishable. It is forbidden to make audio, written and visual covert advertisements on social media as well as in all communication tools. said.
“GIFT PRODUCTS WILL NOT BE SHOWN AS PURCHASED”
According to the news of Selanay Yağcı from Dünya newspaper; advertisers in the guide were prohibited from showing the products they used for promotional purposes as if they had purchased them.
This issue is expressed in the manual as:
“An advertiser for commercial advertising of a good or service cannot create the impression that he / she is only a consumer while he / she provides financial extra earnings and / or benefits such as free or discounted goods or services. collectively create and / or use false or nonexistent IDs to systematically communicate about. “
EXPLAINED WITH EXAMPLES
While different details are given for different platforms, examples are as follows:
“The following rules have been determined for YouTube and Instagram TV:” In the ads made on video sharing channels such as YouTube and Instagram TV, and in the live broadcast, the video is constantly in the title or description part of the video, or at the beginning of the section where the relevant advertisement will appear Without having to click on a field such as “read more”, at least one of the following explanations are given in written and verbal form: – “This video contains [advertiser] advertisements.” – “This video includes paid collaboration with [advertiser].” – “With the support of [Advertiser].” – “I received these products as a gift from [the advertiser].” -Thanks [to the advertiser] for sending the products to me. ”
SPECIAL EDIT FOR INSTAGRAM STORIES
The guide even has a special edit for Instagram Stories:
“In the ads where content such as Snapchat and Instagram stories can only be seen for a short time, any of the introductory information such as name, brand, trade name of the advertiser and at least one of the following tags or descriptions are included during the posting: – # Advertisement – # Advertising / Promotion – # Sponsor – # Collaboration – # Partnership – “@ Cooperation with [Advertiser]” – “@ Provided by [Advertiser].” – “@ Received as a gift by [Advertiser]”
LIABILITY OF THE ADVERTISER
Obliged to inform the advertisers of social media influencers and to require them to comply with the Law No.6502, Regulation and relevant laws and regulations, including this Guide. In the guide; It is also stated that the advertiser cannot avoid such obligations on the grounds that social media influencers are their own responsibility.