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Table of Contents
1. Definition of the Social Media Guideline and Hidden Advertising
The guideline, based on the Consumer Protection Law No. 6502, was adopted by the Advertising Board on May 4, 2021, at meeting No. 309. The primary aim of the guideline is to prevent influencers, who are followed by almost every social media user today, from engaging in hidden advertising when sharing a product or service with their followers as a result of sponsorship/advertising agreements. With this guideline, influencers must disclose their advertising relationship with the advertiser when promoting a product or service.
Hidden advertising refers to advertisements that are presented within formats such as news, broadcasts, or programs without being explicitly stated as advertisements. Instances where influencers fail to indicate that their posts are advertisements, sponsorships, collaborations, etc., are examples of violations of the hidden advertising prohibition.
2. Mandatory Statements in Advertising Posts According to the Social Media Guideline
| PLATFORM TYPE | EXAMPLE | POST TYPE | STATEMENTS |
| VIDEO SHARING PLATFORMS | YouTube, Instagram TV | “Continuously within the video, or in the video title, or in the description section, or at the beginning of the relevant part of the video, written and spoken without forcing consumers to click on an area like ‘read more’.” | “This video contains advertisements for [advertiser].” “This video includes paid cooperation with [advertiser].” “With the support of [advertiser].” “I received these products as a gift from [advertiser].” “Thanks to [advertiser] for sending these products.” |
| PHOTO AND MESSAGE SHARING PLATFORMS | Instagram, Facebook, Twitter | “Within or below the shared photo and/or message or in the descriptions, with any identifying information related to the advertiser such as name, brand, trade name, together with at least one of the tags or statements specified in the guideline.” | #Ad #Advertisement/Promotion #Sponsor #Collaboration #Partnership “@[Advertiser] collaboration” “Provided by @[Advertiser].” “Received as a gift from @[Advertiser].” |
| PODCAST PLATFORMS | Spotify, iTunes | “At the beginning, middle, and end of the broadcast, written and spoken, with at least one of the statements specified in the guideline.” | “This podcast contains advertisements for [advertiser].” “This podcast includes paid cooperation with [advertiser].” “With the support of [advertiser].” “I received these products (mentioned in my podcast) as a gift from [advertiser].” |
| SHORT-TERM PLATFORMS | Instagram Stories, Snapchat | “With any identifying information related to the advertiser such as name, brand, trade name, together with at least one of the tags or statements specified in the guideline.” | #Ad #Advertisement/Promotion #Sponsor #Collaboration #Partnership “@[Advertiser] collaboration” “Provided by @[Advertiser].” “Received as a gift from @[Advertiser].” |
3. Obligations of Influencers
- Not to share commercial advertisements related to a product or service that they have not yet experienced, in a way that creates the impression that they have approved or experienced the product or service.
- Not to make claims about objective, measurable, numerical data that are not supported by scientific research and test results for a product or service.
- Not to promote or direct consumers to products or services offered by doctors, dentists, veterinarians, pharmacists, or healthcare institutions.
- Not to create the impression that a product or service given as a gift by an advertiser was purchased by themselves.
- Not to create the impression that they are merely a consumer while receiving financial benefits and/or free or discounted products or services from an advertiser during the commercial advertisement of a product or service.
- To clearly indicate when using effects or filters in the commercial advertisement of any product.
- Not to systematically create and/or use fake or non-existent identities in bulk to communicate about a product and/or service through social media
4. Sanctions
The Advertising Board has imposed two types of sanctions on influencers found engaging in hidden advertising: Cease and Desist Orders and Administrative Fines.
According to press releases published in 2024, the Advertising Board has imposed administrative fines of up to 550,000 TL on influencers. Furthermore, according to the relevant law provisions, if influencers continue to violate within one year by not sharing the same advertisements in accordance with the Law and Guideline, administrative sanctions can increase up to ten times.
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