New era in discount sales begins on August 1: Old pricing practices will no longer be allowed!
A new regulation is coming for pricing practices that mislead consumers in discount campaigns. Starting August 1, the "pre-discount price" of products must be based on the lowest price applied within the last 10 days.
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The Ministry of Trade is implementing a new regulation to ensure consumers are better informed in discount sale advertisements. The practice, which aims to increase price transparency in discount campaigns, will become mandatory as of August 1, 2026.
Within the scope of the "Regulation on Amending the Regulation on Commercial Advertising and Unfair Commercial Practices" published in the Official Gazette dated July 1, 2026, sales advertisements where discounts or similar benefits are tied to specific conditions will also be subject to the rules regarding discount sale advertisements.
With the new regulation, it has become mandatory to use the lowest price applied in the 10 days prior to the start date of the discount as the "price before the discount" in discount sale advertisements. This aims to prevent the creation of a perception of high discounts that do not reflect reality.
For advertisements regarding perishable goods such as fruits and vegetables, as well as services, the price immediately preceding the discounted price will be taken into account. With this regulation, the Ministry aims to ensure that consumers are fully informed about campaigns and discounts.