Fines rain down on businesses engaging in deceptive advertising

According to a statement from the Ministry of Trade, the Advertising Board has examined advertisements and promotions in many areas, ranging from social media influencer promotions to food supplements and discount sale advertisements across traditional and digital media.

In its May meeting, the Board found 110 out of the 119 files reviewed to be in violation of regulations. It was decided to impose a suspension penalty along with 13 million 744 thousand 459 Turkish Lira in administrative fines on the parties involved in these misleading and deceptive advertisements and unfair commercial practices.

During inspections regarding discount sales, it was determined that a company had set a 6-month discount sale period in campaign advertisements published through various media channels.

The investigation revealed that the campaign was conducted under the title "seasonal discount," including products that changed continuously and corresponded to three seasons: winter, spring, and summer.

The Board decided to stop the advertisements in question on the grounds that the campaign would lead to uncertainty among consumers and create the perception that continuous discounts and campaigns were being held.

"MOM'S RECIPE" PHRASE LEADS TO SUSPENSION PENALTY

The Board also evaluated that the use of phrases "emphasizing that they are equivalent to products prepared by mothers" in the promotion of fast-moving consumer goods is contrary to regulations.

The Board determined that in promotions for products whose target audience consists of children, who are in the sensitive consumer group, particularly in the food sector, emphasis was placed on the fact that products subjected to production processes such as manufacturing, processing, and packaging are equivalent to products prepared by mothers. In this context, it was determined that promoting with phrases such as "mom's recipe," "mom's formula," and "mom's touch" creates the impression that it is a food product prepared at home without being subjected to any processing method and can therefore be easily offered for children's consumption.

The Board decided to issue a suspension penalty for these promotions, assessing that they are misleading to consumers and contrary to the relevant legislation.

Thus, the Board evaluated 756 files in the first 5 months of the year. In 664 files where deceptive advertising or unfair commercial practices were detected, it imposed a suspension penalty as well as 107 million 883 thousand 569 Turkish Lira in administrative fines.

News Source: AA