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Issue October 2026

Türkiye advertising rules in 2026

Türkiye changed its core advertising regulation this year. The amendment published in the Official Gazette on 1 July 2026 took effect on 1 August 2026 and covers targeted advertising, influencer posts, AI-generated ads, discount claims, environmental claims and consumer reviews. Influencers who receive any benefit must mark posts with “reklam” or “tanıtım”, and AI copies of real people may not appear to endorse a product. Separately, the digital service tax on advertising and other digital services fell from 7.5% to 5% from 1 January 2026, which changes the cost of media bought from foreign platforms.

Executive findings

  1. 1

    The amended Commercial Advertising and Unfair Commercial Practices Regulation was published in the Official Gazette on 1 July 2026 and took effect on 1 August 2026.

    Documented: official source. Scope: Türkiye; Ministry of Trade announcement, as of . [1]

  2. 2

    Influencers who receive earnings, discounted goods or services, or event access must label posts with “reklam” or “tanıtım” so the advertising nature is clear.

    Documented: official source. Scope: Türkiye; Ministry of Trade announcement, as of . [1]

  3. 3

    Ads that use AI-made digital characters indistinguishable from humans must say so, and ads in which an AI copy of a real person appears to use or recommend a product are banned.

    Documented: official source. Scope: Türkiye; Ministry of Trade announcement, as of . [1]

  4. 4

    A presidential decision cut the digital service tax rate from 7.5% to 5% from 1 January 2026.

    Secondary source. Scope: Türkiye; news report of the Official Gazette decision, as of . [2]

  5. 5

    The amendment defines targeted advertising as ad content tailored to people or groups by analysing preferences, location, demographic or similar personal data.

    Secondary source. Scope: Türkiye; law firm analysis of the amendment, as of . [3]

Method and limitations
Question
What changed in advertising rules and platform options in Türkiye during 2025 and 2026, and what should an advertiser do about it?
Written for
Marketing leads and founders planning paid media in Türkiye.
Decision at stake
Which compliance steps to complete before launch, and which channels deserve a test budget this year.
Sources
The Ministry of Trade announcement of the August 2026 amendment, the 2021 influencer guidance, a Gün + Partners analysis, and a news report of the digital service tax decision.
Period
Official and professional sources as published on 18 October 2026.
Markets
Türkiye, national rules and the platform policies that apply there
Definitions
  • Digital service tax: a tax on revenue from digital services, including online advertising, that foreign platforms provide in Türkiye.
Limitations
  • This briefing is not legal or tax advice. Confirm obligations with qualified local counsel before acting.
  • Rules and platform terms change; each source shows the date we read it.

What the August 2026 amendment changed

Documented: official source

The Ministry of Trade describes the amendment as a response to the volume of ads consumers now see online. It brings conditional offers under the discount-advertising rules and sets the reference price for a discount as the lowest price applied in the ten days before the discount started. For perishable goods and services the previous price is the reference.

Influencer content now needs an explicit advertising label whenever the creator gains anything from the post. Earlier guidance from the Advertising Board, issued in 2021, already asked for clear disclosure; the new text moves the requirement into the regulation itself.

AI, reviews and environmental claims

Documented: official source

Human-like AI characters in ads must be disclosed clearly. Using an AI copy of a real person to suggest that they tried or recommend a product is prohibited outright. The amendment also tightens rules on environmental claims and on how consumer reviews and complaint platforms are presented.

Tax and budget effects

Secondary source

The digital service tax applies to advertising services sold by foreign digital platforms into Türkiye. With the rate at 5% from 1 January 2026, the gap between a quoted media budget and the invoiced amount narrows. Plans should state whether budgets are before or after this tax so that cost per result is compared on the same basis.

Opportunities this year

FOCUSADS view

Turkish shoppers search on marketplaces as well as on Google, so marketplace ads, Google and Meta form the core of most e-commerce plans FOCUSADS builds for the market. The new rules favour brands that run creator work through clear contracts and keep pricing history ready for discount campaigns.

How this connects to our method: How market rules enter the plan

References

  1. Aldatıcı reklam ve haksız ticari uygulamalarla mücadelede yeni dönem başlıyor, T.C. Ticaret Bakanlığı (Ministry of Trade), accessed
  2. Dijital Hizmet Vergisinde indirim, bianet, accessed
  3. Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği değişiklikleri, Gün + Partners, accessed
  4. Sosyal medya etkileyicileri tarafından yapılan ticari reklam ve haksız ticari uygulamalar hakkında kılavuz, T.C. Ticaret Bakanlığı, Tüketicinin Korunması ve Piyasa Gözetimi Genel Müdürlüğü, accessed

Related reading

  1. Cross-industry, Global

    Where a Google-and-Meta plan stops working

    A plan copied from the home market usually buys Google search and Meta social in every country. In several of our 32 markets the local platforms sell search, messaging or marketplace inventory that this plan never touches, and in two markets the global platforms are not a working route at all. This briefing documents what each local platform says it sells, from its own advertiser pages, and sets out the order of checks we run before splitting a multi-country budget.

    Google Ads, Meta Ads, Search, Marketplace advertising

  2. Cross-industry, Poland

    Poland advertising rules in 2026

    Poland’s competition and consumer authority, UOKiK, is one of the most active enforcers of influencer labelling in Europe. Its recommendations ask for two-level labelling, using the platform’s paid-partnership tool and a text label such as #reklama, and in March 2025 it fined three well-known influencers almost half a million złoty in total. EU political advertising rules have applied since October 2025. On the opportunity side, Allegro Ads gives sellers search and display placements on Poland’s largest marketplace.

    Marketplace advertising, Meta Ads, Google Ads

  3. Cross-industry, Brazil

    Brazil advertising rules in 2026

    Brazil’s advertising self-regulator CONAR published a new edition of its influencer marketing guide, in effect from 1 June 2026. It widens the definition of digital influencers beyond individuals, clarifies when a material connection with an advertiser exists and adds rules on child protection and the use of AI in ads. On the data side, the national data protection authority ANPD has set rules for international transfers, including standard contractual clauses, and keeps an active regulatory agenda for 2025 and 2026. For e-commerce, Mercado Ads sells placements across Mercado Libre.

    Marketplace advertising, Meta Ads, Google Ads

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