"Phenomena faces an advertising fine of 89 million."

With the growth of social media platforms, brands have started collaborating with influencers to promote their products. Social media influencers typically promote products by integrating them naturally into their lives. The Ministry of Commerce closely monitors social media influencers who engage in 'covert advertising' without disclosing their collaborations with brands.

COVERT AND MISLEADING ADVERTISEMENTS MONITORED

Advertisements and promotions in various areas, from food supplements to discounted sales, have been examined in digital media through social media influencers' promotions. Violations were identified in some posts, such as the presence of health claims, referrals to health services like clinics, hospitals, and doctors, promotion of prohibited products, use of expressions exceeding the definition of cosmetic products, and inclusion of statements contrary to regulations in food supplement advertisements. Influencers who earn income through 'covert advertising', where it is not clearly stated that the promotion of a product or service is an advertisement, have been subjected to administrative fines in this context.

550 THOUSAND TL FINE PER INFLUENCER

According to the Advertising Board, a total of 89 million 59 thousand 840 TL in administrative fines was imposed in the first 8 months of the year for advertisements and similar posts conducted through digital media, primarily by influencers, which are known to be quite effective on consumers' consumption and behavior patterns. While the administrative fine imposed on an influencer for making illegal advertisements last year was 347 thousand 128 lira, this amount has been increased in line with the revaluation rate to 550 thousand 59 lira in 2024.