Leitfaden für Social-Media-Werbung

Advertising content must be clearly indicated so consumers can easily distinguish commercial communication.

Basic Principles:
Advertising content must be distinguishable from regular content
Consumer must immediately understand the content is an advertisement
Covert advertising (hidden advertising) is prohibited
Advertising nature must be clear from the beginning

Required Disclosures:
One of the following must be used:
#Ad
#Collaboration
#Sponsored
"Advertisement" or "Sponsored Content" label
Platform-provided advertising labeling tools

Correct use of advertising disclosure hashtags is mandatory.

Correct Usage:
Hashtag should be at the beginning or first lines of content
Must be clearly visible and readable
Should not be hidden among other hashtags
Must not be minimized or obscured

Incorrect Usages:
Hiding hashtag at the end of content
Placing among dozens of hashtags
Using vague expressions like "Gift" instead of "Ad"
Abbreviated or unclear tags (#ad, #sp, etc.)

Language Requirement:
For content targeting consumers in Turkey, Turkish disclosures must be used.

Marking advertising content on Instagram:

Feed Posts:
"Paid Partnership" label should be used
#Ad or #Collaboration at the beginning of caption
Must be marked as "Branded Content" in post settings

Story Posts:
"Paid Partnership" label must be active
Written disclosure must be visible
Very short or unreadable disclosures are not accepted

Reels:
Advertising disclosure must be in video description
Platform labeling tool should be used
Visual or audio disclosure can also be made

Disclosing commercial content on YouTube:

Video Content:
Must mark "Includes paid promotion" in YouTube Studio
Ad disclosure at the beginning of video description
Verbal disclosure at video start is recommended

Shorts:
Ad disclosure must be in description
Visual notification can be added

Product Placement:
Product placement is also covered as advertising
Just showing the product is not enough, disclosure is required
"This video contains product placement" can be used

Marking advertising content on TikTok:

Video Posts:
"Branded Content" tool should be used
#Ad hashtag must be in description
Written or verbal disclosure in video is recommended

Live Streams:
If there's a sponsor or brand collaboration, disclose at start
There should be a visible notification on screen

Important:
Compliance with TikTok's own advertising policies is also required.

Special rules for different content types:

Product Reviews:
Must disclose if product was gifted
Must be marked as ad if payment was received
Honest and truthful evaluation must be made

Giveaways:
Sponsor brand must be indicated
Participation conditions must be clear
Must be organized in compliance with regulations

Affiliate Links:
Affiliate relationship must be disclosed
Clear information like "I earn commission if you shop through this link"

Barter / Gifted Products:
Products received for free must also be disclosed
#Gifted or "This product was gifted to me" can be used

Special rules apply to advertising certain products and services:

Prohibited Advertisements:
Prescription drugs
Tobacco and tobacco products
Alcoholic beverages (except under certain conditions)
Gambling and games of chance (except legal ones)

Restricted Advertisements:
Products with health claims (requires approval)
Content targeting children (special regulations)
Financial products (warning requirement)
Food supplements (health claim restrictions)

Misleading Advertisements:
Making claims contrary to truth is prohibited
Exaggerated promises cannot be made
Fake discounts cannot be shown

Sanctions to be applied in case of non-compliance:

Administrative Fines:
Fines can be imposed by the Advertising Board
Fine amount varies according to nature of violation
Fines may increase for repeated violations

Suspension Decisions:
Advertising Board can decide to stop the advertisement
Corrective advertisement may be required
Removal of content may be requested

Legal Liability:
Damages suffered by consumers can be compensated
Unfair competition lawsuits can be filed
Brand can also be held responsible together with influencer

Fine Amounts (2024):
Basic fines: 50,000 TL - 500,000 TL range
Higher fines may apply for serious violations