Turkey's New E‑Commerce Rules Take Effect on August 1
From 1 August 2026 Turkey will enforce a revised “Commercial Advertising and Unfair Commercial Practices” regulation announced by the Electronic Commerce Enterprises Association (ETİD) president Hakan Çevikoğlu. The changes introduce comprehensive consumer‑protection rules for the e‑commerce sector, covering digital marketing, artificial‑intelligence‑generated ads, influencer disclosures, discount advertising, conditional sales, and environmental claims. Discount ads must use the lowest price recorded in the ten days before a promotion, and any campaign that ties an advantage to conditions will be subject to the same rules.
Influencer posts that involve any monetary, product or service benefit must display a clear “advertisement” or “sponsored” label. AI‑generated digital characters used in ads must be explicitly identified. The regulation also shortens the response time for consumer complaints to 48 hours, expands bans on illegal gambling, fortune‑telling and similar services, and calls for an update to the broader Electronic Commerce Law.
The reforms aim to enhance transparency, curb deceptive pricing tactics, protect consumers from misleading AI content, and strengthen fair competition in Turkey’s rapidly growing online market.