New Rules for Influencer Ads: Turkey Targets Transparency in Digital Marketing

Turkey’s Ministry of Trade is preparing a comprehensive regulatory overhaul that could redefine the future of digital advertising and influencer marketing across social platforms. The proposed framework introduces strict transparency rules, advanced consumer protections, and new responsibilities for both advertisers and content creators. As social media commerce continues to accelerate, the government is stepping in to ensure clearer disclosures, honest promotions, and ethical use of AI across the digital ecosystem.

Stricter Disclosure Rules for Influencer Promotions

Under the draft regulation, every influencer advertisement must be unmistakably identified as paid promotional content. While hashtags such as #Reklam, #Sponsor, #İşbirliği, #Ortaklık, #Hediye, and #Davet were previously considered sufficient, the new rules go further. Influencers must now explicitly name the sponsoring brand—for example: “Provided by @[brand]” or “Thanks to @[brand]”.
This requirement applies even when the promotion spans several posts, ensuring that each piece of content provides full disclosure.

Audio-based content must contain clear verbal warnings at the beginning and immediately before the advertising segment, using statements like “This broadcast contains advertising about [brand].”

The goal is to eliminate ambiguity and ensure followers understand when content is paid for, regardless of format or medium.

Discount Claims Face New Transparency Standards

The Ministry is also targeting deceptive discount strategies that often manipulate online shoppers. Any ad that includes phrases like “discounted,” “advantageous,” “affordable,” or “attractive” must disclose important financial details, including applicable interest or profit-share rates.
Meanwhile, popular campaign models such as “Buy 3 Pay 2” or “Buy 1 Get 1 Free” will now require:
• clear start and end dates
• transparent disclosure of limited stock, when applicable
• calculation of discount percentages based on the lowest price offered within the previous 10 days
• a mandatory minimum purchase of at least two items
These rules aim to prevent misleading “fake discounts” and pricing tricks that manipulate consumer perception during peak shopping periods.

Ethical Boundaries for Artificial Intelligence in Advertising

As AI tools become increasingly central to content creation, the regulation introduces requirements for full transparency regarding digital enhancements. Any advertisement that uses filters, AI image generators, or special effects to portray a product more positively must clearly disclose that the enhanced visuals do not reflect reality.
AI-generated digital humans will still be allowed, but brands are prohibited from using AI-created replicas of real individuals to depict them as actual users of a product.
This measure directly addresses deepfake risks and aims to protect individuals from unauthorized digital cloning—ensuring that consumers are not misled by hyper-realistic, artificially produced endorsements.

Total Ad Ban on Fortune-Telling, Illegal Betting, and Misleading Health Claims

The regulation also introduces an outright advertising ban on several sensitive categories. These include:
• astrology, mediumship, tarot, and similar services
• unlicensed gambling and illegal betting platforms
• promotions for dietary supplements suggesting they can replace proper nutrition
• any claim that a product cures or treats diseases

Existing bans on ads for pharmaceuticals, electronic cigarettes, tobacco products, and alcohol remain firmly in place.
Additionally, for the increasingly popular mystery box trend—often targeting young audiences—advertisers must now publish the exact probability of receiving each possible item to prevent manipulative “loot box” marketing tactics.

Targeted Ads to Children Fully Prohibited

The regulation goes even further by banning all targeted advertising to children, setting one of the strictest boundaries in the region. For adults, targeted advertising will only be allowed if the user has provided explicit, informed consent. This ensures compliance with data protection standards and reduces the exploitation of behavioral data.

KVKK Warns Consumers About Online “Panic Traps”

Alongside these regulatory efforts, Turkey’s Personal Data Protection Authority (KVKK) has issued warnings about the rise of online scams, especially during discount seasons.

Consumers are urged to:
• verify the accuracy of a website’s URL
• look for spelling or design errors indicating a fraudulent page
• beware of countdown timers, pop-ups, and aggressive calls-to-action

KVKK identifies phrases like “Only 2 hours left,” “Buy now,” and “Limited stock!” as classic “panic trap” techniques, designed to rush users into unsafe purchases.

A New Era of Accountability in Digital Commerce

Together, these developments signal a transformative moment for Turkey’s digital marketing environment. By strengthening transparency rules, regulating AI use, and safeguarding consumers, especially children, the government aims to build a more trustworthy online marketplace. Influencers, brands, and advertisers will now have to adopt clearer practices, more responsible content strategies, and ethical promotional methods as the digital economy continues to evolve.