When an influencer praises a product, the audience wants to know one thing: is this a sincere recommendation or a paid collaboration? In Türkiye, hiding the answer is not allowed. The “Guideline on Commercial Advertising and Unfair Commercial Practices by Social Media Influencers”, published in 2021 by the Advertising Board under the Ministry of Trade, sets out in detail how advertising on social media must be done.
Who does the guideline cover?
The guideline covers all commercial advertising and practices by social media influencers aimed at consumers. Responsibility does not sit with the creator alone: advertisers, advertising agencies and media owners must also comply. The aim is for promotions to be transparent and clear so that consumers are not misled.
The core rule: an ad must say it is an ad
Any post made in return for payment, a free product, a discount or another benefit must be disclosed as advertising in a clear and easily noticeable way. This is done with tags such as #reklam (ad), #işbirliği (collaboration) or #sponsor, or with a plain statement such as “This post contains a paid collaboration with …”. Hiding the tag among dozens of hashtags or behind a “see more” link does not comply.
What influencers may not do
- Present a product they have not tried as if they had.
- Make health claims that are not scientifically proven.
- Advertise services offered by health professionals such as doctors, dentists, veterinarians and pharmacists.
- Use a filter or effect that changes the perception of the product’s results without saying so.
- Give the impression of being an impartial consumer who bought the product themselves.
How to disclose by platform
- Video platforms such as YouTube: the advertising relationship is stated at the start of the video or in the description, visible without clicking “show more”.
- Instagram, Facebook and X posts: the caption carries the ad tag or statement together with the brand name.
- Short-lived content such as stories: the ad label must stay visible for as long as the content is live.
- Podcasts: the advertising relationship is stated verbally at the start, middle or end of the episode.
The brand’s responsibility
The advertiser must inform the influencer about the guideline, ask them to comply and be able to show that it made that effort. In a breach, the brand as well as the creator can face sanctions. The Advertising Board can order non-compliant ads to stop and impose administrative fines; the amounts are updated every year.
A short checklist for brands
- Write the obligation to use ad disclosure into the collaboration contract.
- Review the copy and tags before the content goes live.
- Make sure the product is actually tried, and remove claims that cannot be proven.
- Check additional regulations in sensitive areas such as health, finance and supplements.
- Keep screenshots of the published content and the correspondence.
This article is for information only and is not legal advice. For the current text and details, see the guideline on the Ministry of Trade’s official website. At MCW Agency we plan and run influencer collaborations in line with these rules.
Frequently asked questions
Is disclosure required for products sent for free?
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Yes. Even without payment, promotions made in return for a free product, a discount or another benefit count as commercial advertising and must be clearly disclosed.
Who is responsible if the rules are not followed?
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Besides the creator, the advertiser brand and the agency running the collaboration can be held responsible. The Advertising Board can order the ad to stop and impose administrative fines.
Which tags can be used?
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The guideline gives tags such as #reklam, #işbirliği and #sponsor and plain statements such as “This post contains a paid collaboration with …” as examples. What matters is that the disclosure is easy to see.
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