The Department of Commerce has imposed penalties on advertising that deceives consumers. A fine of approximately 108 million TL was imposed in five months. These advertisements were suspended because the expressions that “emphasized that the products are equivalent to those made by mothers” were in violation. The advertising committee also decided to stop advertisements that give the impression of continuous discounts.
In a statement from the ministry, it said, “At the Advertising Committee Meeting No. 345 held on May 16, 2024, 110 out of 119 files were found to be in violation of the law, and administrative fines totaling 13,744,459 liras were imposed. Fines were imposed for misleading and deceptive advertising and unfair commercial practices against consumers, and it was decided to impose fines for advertising and practices in many areas, from health advertising to social media influencer advertising to food supplements. We have conducted repeated investigations in traditional and digital channels, from advertising to advertising discount sales. ” It was said.
The statement included the following statement:
Ads that give the impression of continuous discounts have been stopped
Within the scope of the audit on discount sales. It was discovered that companies set a discount sales period of six months for campaign advertisements placed through various media. According to the investigation, it was found that campaigns with constantly changing products titled “seasonal discounts” for the three seasons of winter, spring, and summer could cause consumers to feel uneasy about products, categories, campaigns, etc. It was decided to discontinue advertisements that were the subject of discount sales and offered continuous discounts or reductions, as they gave the impression of running a campaign.
Suspension of penalty for “Mom’s recipe” phrase
The court ruled that it is a violation to use expressions that “emphasize that products are equivalent to those made by mothers” in advertising fast-moving consumer products.
In the food industry, in the promotion of products targeted at children, a sensitive consumer group, the term “Mother’s Recipe” emphasizes that the product has undergone various production processes such as manufacturing, processing, and cooking. The term “Mother’s Recipe” is equivalent to a product made by a mother, such as packaging and wrapping, and is promoted with expressions such as “manufacturing method” and “mother’s touch,” which gave the impression that the food was cooked below. The suspension was imposed because it was not subjected to any processing method and could easily be offered to consumers, which misleads consumers and violates relevant laws.
The advertising committee evaluated a total of 756 files in the first five months of this year. “In addition to the suspension, an administrative fine totaling 107,883,569 lire was imposed on 664 files found to be deceptive advertising and unfair business practices.”
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