Advertising Board strikes through that brand! Thousands of liras in fines for shoe brand using 'pigskin'
The Advertising Board, operating under the Ministry of Trade, has imposed an administrative fine of 550,059 TL on Adidas. The reason was the brand's use of pigskin in its 'Samba OG' model shoes sold in Turkey and its failure to clearly state this in advertisements. The product's composition was found to be contrary to religious sensitivities, and it was determined that the company provided misleading information in its advertisements.
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The process leading to the fine began with the discovery that Adidas used pigskin in the composition of its 'Samba OG' model shoes, which are also sold in Turkey. It was determined that the product description on the company's Turkish sales page used the term 'natural leather' and did not mention the use of pigskin in the product's content.
CONTRARY TO RELIGIOUS SENSITIVITIES
In the evaluation conducted by the Board, it was stated that in accordance with the Regulation on Commercial Advertising and Unfair Commercial Practices, if a component that is contrary to the general religious sensitivities of society is used directly or indirectly in the content of an advertised product, this fact must be clearly stated in the advertisements.
COMPANY DID NOT PROVIDE A DEFENSE
According to the report in Türkiye Gazetesi, the Advertising Board requested detailed product information from the customer service department to obtain information about the product's detailed content, but subsequently requested a defense from Adidas to investigate claims that “information could not be provided regarding whether there is pigskin in the product.” The company did not respond to the aforementioned letter, which was served on November 14, 2024.
The Board concluded that the company failed to fulfill its burden of proof. Determining that the firm engaged in promotions contrary to the relevant articles of the Regulation on Commercial Advertising and Unfair Commercial Practices and the Law on the Protection of Consumers, the Advertising Board imposed an administrative fine of 550,059 liras on the company and ordered the suspension of the aforementioned advertisements.