COVERT ADVERTISING ON SOCIAL MEDIA

The 'Guideline on Commercial Advertisements and Unfair Commercial Practices by Social Media Influencers,' which regulates the commercial posts of social media influencers, was adopted and entered into force pursuant to the principle decision numbered 2021/2 taken at the meeting of the Advertisement Board dated 04.05.2021 and numbered 309.

In order to determine whether commercial posts on social media constitute covert advertising and whether they are in breach of the 'Guideline on Commercial Advertisements and Unfair Commercial Practices by Social Media Influencers,' it is necessary to refer to the relevant decisions of the Advertisement Board.

In its decisions, the Advertisement Board seeks the presence of certain elements in the determination of covert advertising. Where the brands subject to the posts are tagged in social media accounts, thereby directing consumers who click on such tags to the official social media accounts through which the relevant goods or services are promoted and marketed, but no explicit advertising notice is included in the posts, it is concluded that the posts constitute covert advertising for the relevant brands. Based on such determinations, the Board imposes administrative fines and orders the suspension of the relevant advertisements.

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