Million-lira fines coming for discount advertisements

With the regulation that entered into force on August 1, 2026, misleading consumers in discount advertisements now results in high fines. Under the scope of the legislation in question, businesses that announce false or fake discounts may face administrative fines of up to 39 million 916 thousand 524 TL.

An important article of the new regulation introduces the requirement that "the lowest price applied during the ten days prior to the start date of the discounted sale shall be accepted as the pre-discount price." Thus, it prevents companies from raising prices for a short period and then acting as if there is a discount.

This regulation does not only cover direct campaign expressions such as "50% discount." It also covers conditional discount advertisements where advantageous shopping is tied to a specific condition, incorrect product stock information, failure to clearly specify discounted products, and prices that do not reflect reality. In particular, for products with a short shelf life such as fruits and vegetables, a different application is used, and the last price before the discounted price is taken as the basis.

The new regulation does not overlook current prominent practices in the marketing world. Targeted advertising, commercial promotions made via social media, advertisements created with artificial intelligence, and environmental claims are also subject to new rules within the scope. In addition, regulations are being implemented regarding the posts of influencers.

The Ministry of Trade states that it will continue its inspections on various platforms, including digital platforms, with determination. In order to protect consumer rights and establish fair competition in the market, necessary administrative sanctions will be applied for all practices found to be contrary to the new regulations.

News Source: 12punto