10 Days for Discounts, 48 Hours for Complaints: The New Advertising Rules That Took Effect on August 1

The 2026 amendment to Türkiye's commercial advertising regulation took effect on August 1, 2026. The rules amending the Regulation on Commercial Advertising and Unfair Commercial Practices (Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği) were published in Official Gazette (Resmî Gazete) No. 33297 dated July 1, 2026. Every seller that offers discounts, works with social media content creators or uses artificial intelligence in promotions is covered: the previous price on a discount label is now based on the lowest price of the last 10 days, and the reply period granted to the seller before a consumer complaint is published has been cut to 48 hours.

Commercial advertising regulation 2026: four key changes

Discount labels: 10 days instead of 30

The "previous price" shown in a discounted sale advertisement is the lowest price you charged in the last 10 days before the discount start date. For example, if you put a product on sale on September 20, your lowest price between September 10 and 19 is the reference. If during that window you sold the product for 399 TL on one day and for 450 TL on the other days, the struck-through price must be 399 TL, not 450 TL. A discount advertisement must also state the discount dates alongside the previous price. For the details of the rule and common mistakes, see our article on the 10-day rule for discounted sales.

48-hour right to reply before a complaint is published

Before consumer complaints are published, the seller or provider is given the right to explain and reply. This period has been reduced from 72 hours to 48 hours; if no reply is given within the period, the complaint is published. This rule does not mean you must answer every product question and review within 48 hours; it only governs your right to reply to complaints forwarded to you before publication. If a complaint sent over the weekend waits until Monday, your window to use your right to reply may already have expired.

Influencer collaborations and AI

Content creators who promote a product on social media in return for compensation must label the post with the words "advertisement" or "promotion." If a campaign uses an AI character that cannot be distinguished from a human, this must be clearly disclosed. Using AI to show a real person as if they were using the product is prohibited.

The truthfulness rule in advertising has not changed

The new provisions build on the core principle in Article 61 of Law No. 6502 on Consumer Protection: commercial advertisements must be truthful and honest, and the advertiser is obliged to prove its claims. That is why claims you cannot prove, such as "cheapest" or "100% original," are risky in a product title or description; our article on marketplace product naming rules includes examples on this topic. The Advertising Board (Reklam Kurulu) continues to impose administrative fines for misleading advertisements.

What should you do as a seller?

• Before every discount, check the product's price history for the last 10 days; keep a record of price changes with their dates.
• Show the previous price and the discount dates in your campaign visuals and descriptions.
• As a practical habit, check your complaint, question and review screens every day so you can reply to complaints forwarded to you before the 48-hour period runs out.
• Include a requirement to use the words "advertisement" or "promotion" in your agreements with content creators.
• Clearly disclose when model or character visuals are generated with AI.
• Remove claims you cannot prove from titles and descriptions; consult a lawyer on any aspects of your campaign setup you are unsure about.