Ministry of Trade Statement on Discounted Sale Advertisements
Following the new regulation that entered into force on August 1, 2026, inspections initiated against discounted sale advertisements across traditional and digital channels are continuing with determination.
In a statement made by the Ministry of Trade, it was announced that inspection processes initiated against consumer-misleading discount campaigns within the framework of the new regulation are being carried out uninterruptedly across both traditional and digital channels.
Regulation and Intended Objectives
The new amendment made to the Regulation on Commercial Advertising and Unfair Commercial Practices entered into force as of August 1, 2026.
With this regulation, it is aimed that the price information used in discounted sale advertisements reflects the truth and that consumers are informed accurately.
Scope of Inspections and Channels
It is made mandatory that discount advertisements affecting the consumer's purchasing decision be real, clear, understandable, and verifiable.
Inspections are continued resolutely on digital platforms as well as traditional channels, with the goal of preventing consumers from being misled.
Basis of Lowest Price
One of the most important topics of the new regulation constitutes basing the calculation on the lowest price applied within the last 10 days before the start date of the discounted sale.
By introducing the obligation to take this lowest amount as the price before the discount, efforts are made to prevent deceptive discount perceptions.
Applied Administrative Fines
Legal sanctions are imposed on those responsible for practices found to be contrary to the legislation as a result of the inspections conducted by the Advertising Board.
In the event that a violation of the legislation is detected, administrative fines ranging from 108 thousand 370 liras to 39 million 916 thousand 524 liras can be issued against those responsible.
Other Areas Covered by the Regulation
The regulation amendment is not limited only to discounts, but also covers targeted advertising and advertisements generated with artificial intelligence.
In addition, critical areas such as commercial promotions by social media influencers, environmental claims, and consumer reviews have also been included in the regulation.