According to the report of Mithat Yurdakul from Milliyet, advertising arrangements have come for social media phenomena, which have attracted attention with their efforts to become popular and gains recently. According to the regulation of the Ministry of Commerce, covert advertising cannot be made on social media. In the posts where financial gain from the advertiser, free or discounted goods or services are provided, expressions such as “I received these products as a gift from the advertiser”, “Thanks to the advertiser for sending the products to me” will be included.
Phenomena will not be able to post in a way that implies acknowledgment on a product they haven’t tried yet. When talking about a product, it will not be able to emphasize its health feature in contradiction with the legislation, and will not make unprovable claims. Phenomena will not be able to make product promotion through doctor, dentist or veterinarian. He will not be able to pretend to have bought a gifted dress or shoe. If he uses visual filters or effects while advertising, he will have to indicate this.
The Ministry of Commerce has prepared guidelines on the rules to be followed by “social media influencers” known as the “social media phenomenon”. According to the information obtained, the ads made through the social media influencer (phenomenon) will be distinguishable. Covert advertising, either in writing or visually, will not be allowed on social media.
Is it a gift?
In the posts where financial gain from the advertiser, free or discounted goods or services are provided, “this video contains advertisers”, “I received these products as a gift from the advertiser”, “Thank you to the advertiser for sending the products to me” will be included.
Phenomena will not be able to share a good or service that they haven’t tried yet in a way that would signify affirmation or create a perception they experienced. When talking about a product, it will not be able to emphasize its health-related properties in violation of the legislation, and will not make claims about unproven research and tests. Phenomena; Doctors, dentists, veterinarians and health organizations will not be able to promote the goods and services offered by them, nor will they be able to promote these products themselves.
No need to click
Ads made on video channels such as YouTube and Instagram TV and live broadcasts will have a fixed information area on the advertisements without having to click on a field such as “read more”. In this area, there will be statements such as “this video contains advertisement”, “with the support of the advertiser”, “I received these products as a gift”.
Introductory information such as name, brand, trade name of the advertiser will be included in or below the photo and / or message shared on photo and message sharing channels such as Instagram, Facebook, Twitter, or in their explanations.