Turkiye: Issued guidelines on social media influencer advertisement introduce transparency obligations

The Guideline on Commercial Advertisement and Unfair Commercial Practices Conducted by Social Media Influencers enters into force. It defines social media influencers and sets principles and obligations with the objective of guiding and informing those involved in social media influencer advertising. These include disclosure requirements for advertisements (and the respective prohibition of hidden advertisement), which are specific for the four identified types of platforms: video-sharing, photo and message sharing, podcast, and short-term content visibility platforms. The requirements include hashtags such as #advertisment. Advertisers must inform influencers regarding the guideline and require them to comply as well as respond to breaches. The obligations apply to influencers, advertisers and advertisement agencies and they are cumulatively and separately liable for violations. Sanctions include fines or the suspension of the advertisement.