02.09.2026 11:01
With the new regulation of the Ministry of Trade, it has become mandatory for the price before the discount to be based on the lowest price in the last 10 days in discount advertisements. The rules, which went into effect on August 1, 2026, also cover deceptive discounts and conditional sales campaigns; administrative fines will be imposed for non-compliant practices.
With the new regulation by the Ministry of Trade, it has become mandatory to base discount advertisements on the lowest price of the last 10 days.
AN END TO DECEPTIVE ADVERTISEMENTS
In accordance with the new regulation made by the Ministry of Trade in the "Regulation on Commercial Advertisements and Unfair Commercial Practices," which entered into force as of August 1, 2026, important rules have been implemented, particularly aiming for the price information used in discounted sales advertisements to reflect the truth and for consumers to make their purchasing decisions based on accurate information. In this direction, discount advertisements affecting the consumer's purchasing decision have been required to be genuine, clear, understandable, and verifiable.
According to the new regulation, discount advertisements affecting consumers' purchasing decisions must be genuine, clear, understandable, and verifiable. Practices that mislead consumers under the guise of a discount, create the impression that a higher discount is offered than is actually the case, or conceal campaign conditions are within the scope of inspection.
THE LOWEST PRICE OF THE LAST 10 DAYS WILL BE TAKEN AS THE BASIS
The regulation stipulates that the lowest price applied within the last 10 days before the start date of the discounted sale shall be taken as the basis as the price before the discount. Thus, practices involving raising the price before a discount and then offering a high-rate discount have also been included in the scope of the regulation. For perishable products such as fruits and vegetables and for services, advertisements can be made by taking the price immediately preceding the discounted price as the basis.
CONDITIONAL SALES CAMPAIGNS ALSO INCLUDED IN THE SCOPE
With the regulation, "conditional sales advertisements," which make the provision of a discount or another benefit to the consumer conditional on a specific condition, will also be subject to the provisions regarding discounted sales advertisements. In this context, practices that prevent the consumer from clearly understanding the true nature of the campaign or create the impression that the offer is more advantageous than it is will also be inspected.
ADMINISTRATIVE SANCTIONS FOR DECEPTIVE DISCOUNTS
In inspections carried out by the Advertisement Board operating under the Ministry of Trade; practices such as using unrealized high discount rates, not clearly specifying the products within the scope of the discount, not showing the start and end dates of the discounted sale, not presenting stock information accurately, and the pre-discount price not reflecting the truth are found to be contrary to the legislation. In addition to the penalty of stopping the advertisement, administrative fines can also be applied for practices contrary to the legislation. Administrative fines, which vary according to the medium where the advertisement is published, can be applied between 108,370 liras and 39,916,524 liras.
ALSO COVERS DIFFERENT ADVERTISING PRACTICES
With the Regulation amendment that entered into force as of August, new rules were also introduced regarding targeted advertising, advertisements created with artificial intelligence, commercial promotions by social media influencers, environmental claims, and consumer reviews, as well as discounted sales advertisements. The Ministry of Trade has stated that inspections regarding commercial advertisements and practices, especially discounted sales advertisements, will continue.