Cross-border informationAMZ123 has learned that, according to foreign media reports, Turkey will implement a series of new e-commerce and digital advertising regulations starting August 1, 2026. The rules cover areas such as AI-generated advertisements, influencer promotions, targeted advertising, discount promotions, and consumer complaint handling.
The Turkish Ministry of Trade stated that the new regulations aim to increase transparency in online marketing, reduce misleading advertising practices, and further protect consumer rights.
Under the new rules, if an advertisement uses a virtual AI-generated character that closely resembles a real person, sellers must clearly inform consumers that the content is generated by artificial intelligence. The relevant disclaimers must be clear and easy to understand, preventing consumers from mistaking the character in the ad for a real person.
In digital advertising, Turkey will strengthen the regulation of targeted ads based on consumers’ online behavior and personal data. Such advertisements will be required to enhance information transparency, enabling consumers to understand how their data is used for ad recommendations and marketing content.
Discount promotion rules will also be tightened. For most goods, the reference price used by sellers when advertising a discount must be the lowest selling price of the item within the 10 days prior to the start of the promotion. For perishable goods such as fruits and vegetables, as well as for services, the reference price will be the price immediately before the promotion begins. The regulation aims to reduce consumer deception by limiting inflated original prices and opaque discounts.
Regarding influencer and content creator promotions, Turkey stipulates that if influencers receive payment, free products, discounts, services, or event invitations for their promotional content, such posts must be clearly labeled as advertisements. In the future, posts with commercial partnerships must use labels such as “Ad” or “Sponsored” so that consumers can distinguish between ordinary sharing and commercial marketing content.
The consumer complaint handling mechanism will also be adjusted. Under the new rules, the time for sellers and service providers to respond to complaints on consumer review platforms will be shortened from 72 hours to 48 hours. If sellers fail to reply within the prescribed time, the reviews submitted by consumers may be automatically made public.
In addition, the Turkish government has expanded the scope of restricted advertisements to include fortune-telling, psychic, and astrology services, while also banning the advertising and promotion of illegal betting, gambling, and unauthorized lottery-style games.
The Turkish Ministry of Trade stated that these measures will further enhance transparency in the digital market, strengthen consumer protection, and foster a fairer competitive environment for the e-commerce and digital advertising industries. With the rapid development of AI technology, content marketing, and social commerce, Turkey’s regulatory changes will also impact the operations of online retailers, advertisers, and content creators.
Author ✎ Summer/AMZ123
Disclaimer: This article is copyrighted by AMZ123. Reproduction without permission is prohibited. For authorization, please contact: amz123happy
Seller之家 Commentary
Turkey’s new e-commerce regulations significantly upgrade compliance requirements. Sellers need to pay close attention to AI ad labeling and the “lowest price in 10 days” discount rule to avoid violation risks. It is recommended to adjust ad creative review processes in advance and establish price monitoring mechanisms to cope with stricter platform reviews and complaint deadlines.
Source: European E-commerce News
Original link: https://www.amz123.com/t/sACBzHU9
