{"id":8952,"date":"2021-05-09T09:48:55","date_gmt":"2021-05-09T09:48:55","guid":{"rendered":"https:\/\/www.eyuboglubuyukatak.av.tr\/?p=8952"},"modified":"2023-12-12T16:56:37","modified_gmt":"2023-12-12T13:56:37","slug":"sosyalmedyareklamkilavuzu2021","status":"publish","type":"post","link":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/sosyalmedyareklamkilavuzu2021\/","title":{"rendered":"Sosyal Medya Etkileyicileri Taraf\u0131ndan Yap\u0131lan Ticari Reklam ve Haks\u0131z Ticari Uygulamalar Hakk\u0131nda K\u0131lavuz"},"content":{"rendered":"

Sosyal Medya Etkileyicileri Taraf\u0131ndan Yap\u0131lan Ticari Reklam ve Haks\u0131z Ticari Uygulamalar Hakk\u0131nda K\u0131lavuz (\u201cK\u0131lavuz\u201d) <\/strong><\/p>\n

Ticaret Bakanl\u0131\u011f\u0131, 06\/05\/2021 tarihinde yay\u0131mlad\u0131\u011f\u0131 K\u0131lavuz ile, \u201cinfluencerlar\u201d olarak da isimlendirilen sosyal medya etkileyicileri ile reklam verenlerin sosyal mecralar \u00fczerinden vermi\u015f oldu\u011fu i\u015fbu reklam s\u00fcre\u00e7lerine uyulmas\u0131 gereken ilke kararlar\u0131n\u0131 yay\u0131mlam\u0131\u015ft\u0131r. Buna g\u00f6re K\u0131lavuz, Sosyal medya etkileyicileri ile reklam veren ajans ve kurulu\u015flar\u0131n t\u00fcm\u00fcne y\u00f6nelik olarak son kullan\u0131c\u0131lara\/t\u00fcketicilere yap\u0131lan t\u00fcm ticari ve reklam uygulamalar\u0131n\u0131 kapsamaktad\u0131r. K\u0131lavuz uyar\u0131nca, ki\u015finin kendi sosyal medya hesab\u0131 \u00fczerinden ger\u00e7ekle\u015ftirilen ve kendi veya reklam verinin mal veya hizmetine ili\u015fkin sat\u0131\u015f\/kiralama\/bilgilendirme\/ikna etme ama\u00e7lar\u0131yla y\u00fcr\u00fct\u00fclen her t\u00fcrl\u00fc pazarlama faaliyetinde bulunan ki\u015fidir.<\/p>\n

 <\/p>\n

    \n
  1. Sosyal Medya Etkileyicilerinin Reklam \u0130\u00e7erikli Payla\u015f\u0131m Yaparken Yasakl\u0131 Olan Filler Nelerdir?<\/strong>\u00a0<\/strong><\/li>\n<\/ol>\n

    Sosyal medya etkileyicisi reklam i\u00e7erikli payla\u015f\u0131m yaparken;<\/p>\n

      \n
    • Deneyimlemedi\u011fi bir mal veya hizmete ili\u015fkin, deneyimlemi\u015f alg\u0131s\u0131 ile reklam payla\u015f\u0131m\u0131 ger\u00e7ekle\u015ftiremez,<\/li>\n<\/ul>\n

       <\/p>\n

        \n
      • Kendisine hediye edilmi\u015f olan mal ve hizmetleri sat\u0131n alm\u0131\u015f izlenimi vererek reklam payla\u015f\u0131m\u0131 yapamaz,<\/li>\n<\/ul>\n

         <\/p>\n

          \n
        • Reklam verenden maddi kazan\u00e7\/\u00fccretsiz mal ve hizmet sa\u011flad\u0131\u011f\u0131 s\u00fcre boyunca kendisinin ilgili \u00fcr\u00fcn\u00fcn t\u00fcketiciymi\u015f\u00e7esine reklam payla\u015f\u0131m\u0131 yapamaz,<\/li>\n<\/ul>\n

           <\/p>\n

            \n
          • Mal veya hizmete ili\u015fkin sa\u011fl\u0131k beyan\u0131nda ve doktor, di\u015f hekimi, veteriner hekim, eczac\u0131 ba\u015fta olmak \u00fczere sa\u011fl\u0131k kurulu\u015flar\u0131n\u0131n vermi\u015f oldu\u011fu mal ve hizmetlere ili\u015fkin tan\u0131t\u0131m faaliyetinde bulunamaz,<\/li>\n<\/ul>\n

             <\/p>\n

              \n
            • Mal ve hizmete ili\u015fkin herhangi bir \u015fekilde bilimsel ispat\u0131 bulunmayan bilimsel ara\u015ft\u0131rma ve test sonu\u00e7lar\u0131 hakk\u0131nda iddialarda bulunamaz,<\/li>\n<\/ul>\n

               <\/p>\n

                \n
              • Mal ve hizmet ile ilgili pazarlama ve ileti\u015fim faaliyetleri kurmak ad\u0131na i\u00e7in sistematik olarak sahte veya var olmayan kimlikleri toplu olarak olu\u015fturamaz ve\/veya kullanamaz.<\/li>\n<\/ul>\n
                  \n
                1. Sosyal Medya Etkileyicisi Reklam \u0130\u00e7erikli Payla\u015f\u0131m Yaparken Nelere Dikkat Etmelidir?<\/strong><\/li>\n<\/ol>\n
                    \n
                  • \u00d6rt\u00fcl\u00fc reklam yap\u0131lmas\u0131 yasakt\u0131r. \u00d6nemli olan husus, reklama konu payla\u015f\u0131ma ilk bak\u0131\u015fta ilgili payla\u015f\u0131m\u0131n ticari reklam anla\u015f\u0131l\u0131r olmal\u0131 ve bu husus etiketler vb. arac\u0131l\u0131\u011f\u0131 ile net bir \u015fekilde belirtilmesidir. Ek olarak reklam yap\u0131lan g\u00f6nderi \u00fczerinde filtreleme veya efekt uygulan\u0131yorsa bu durum a\u00e7\u0131k\u00e7a belirtilmelidir.<\/li>\n<\/ul>\n

                     <\/p>\n

                      \n
                    • Reklam verenden maddi kazan\u00e7, indirimli veya \u00fccretsiz hizmet kar\u015f\u0131l\u0131\u011f\u0131 ger\u00e7ekle\u015ftirilen payla\u015f\u0131mlarda, payla\u015f\u0131m\u0131n yap\u0131ld\u0131\u011f\u0131 platforma ba\u015fl\u0131 olarak bu durumun a\u015fa\u011f\u0131daki \u015fekilde a\u00e7\u0131k\u00e7a belirtilmesi gerekmektedir;<\/li>\n<\/ul>\n

                       <\/p>\n

                        \n
                      • Buna g\u00f6re her bir mecra \u00f6zelinde reklam i\u00e7erikli payla\u015f\u0131mlar yap\u0131l\u0131rken, payla\u015f\u0131mlar\u0131n i\u00e7erisinde en az birinin yer almas\u0131 gereken zorunlu i\u00e7erik ve bu i\u00e7eriklerin ne \u015fekilde konumland\u0131r\u0131lmas\u0131 gerekti\u011fi a\u015fa\u011f\u0131da belirtilmi\u015ftir:<\/li>\n<\/ul>\n

                         <\/p>\n\n\n\n\n\n\n\n
                        Mecra T\u00fcr\u00fc<\/strong><\/td>\n\u00d6rnek<\/strong><\/td>\nPayla\u015f\u0131m\u0131n Reklam \u0130\u00e7erikli Oldu\u011funu Belirtme \u015eekli<\/strong><\/td>\nYer Almas\u0131 Gereken \u0130bare\/\u0130\u015faretler<\/strong><\/td>\n<\/tr>\n
                        Video Payla\u015f\u0131m Mecralar\u0131<\/strong><\/td>\nYouTube,Instagram TV<\/td>\nVideo i\u00e7inde s\u00fcrekli olarak veya videonun ba\u015fl\u0131\u011f\u0131nda ya da a\u00e7\u0131klama k\u0131sm\u0131nda veya ilgili reklam\u0131n ge\u00e7ece\u011fi b\u00f6l\u00fcm\u00fcn ba\u015f\u0131nda t\u00fcketicileri \u201cdaha fazla oku\u201d gibi bir alan\u0131 t\u0131klamak zorunda b\u0131rakmadan yaz\u0131l\u0131 ve s\u00f6zl\u00fc olarak<\/td>\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cBu video [reklam veren] reklamlar\u0131n\u0131 i\u00e7ermektedir.\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cBu video, [reklam veren] ile \u00fccretli i\u015fbirli\u011fini i\u00e7ermektedir.\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c[Reklam veren]\u2019in destekleri ile.\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cBu \u00fcr\u00fcnleri [reklam verenden] hediye olarak ald\u0131m.\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c\u00dcr\u00fcnleri bana g\u00f6nderdi\u011fi i\u00e7in [reklam verene] te\u015fekk\u00fcrler.\u201d<\/p>\n

                         <\/td>\n<\/tr>\n

                        Foto\u011fraf ve Mesaj Payla\u015f\u0131m Mecralar\u0131<\/strong><\/td>\nInstagram, Facebook, Twitter<\/td>\nPayla\u015f\u0131lan foto\u011fraf\u0131n ve\/veya mesaj\u0131n i\u00e7inde ya da alt\u0131nda veya a\u00e7\u0131klamalar\u0131nda reklam verene ili\u015fkin ad, marka, ticaret unvan\u0131 gibi tan\u0131t\u0131c\u0131 bilgilerden herhangi biriyle birlikte.<\/td>\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 #Reklam<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 #Reklam\/Tan\u0131t\u0131m<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 #Sponsor<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 #\u0130\u015fbirli\u011fi<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 #Ortakl\u0131k<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c@[Reklam veren] ile i\u015fbirli\u011fi\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c@[Reklam veren] taraf\u0131ndan sa\u011fland\u0131.\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c@[Reklam veren] taraf\u0131ndan hediye olarak al\u0131nd\u0131.\u201d<\/td>\n<\/tr>\n

                        Podcast Mecralar\u0131<\/strong><\/td>\nSpotify, iTunes<\/td>\nYay\u0131n\u0131n ba\u015f\u0131nda, ortas\u0131nda ve sonunda, yaz\u0131l\u0131 ve s\u00f6zl\u00fc olarak.<\/td>\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cBu podcast, [reklam veren] hakk\u0131nda reklam i\u00e7erir.\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cBu podcast, [reklam veren] ile \u00fccretli bir i\u015fbirli\u011finden olu\u015fmaktad\u0131r.\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c[Reklam veren]\u2019in destekleri ile.\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c\u00dcr\u00fcnleri (podcastimde bahsetti\u011fim) [reklam verenden] hediye olarak ald\u0131m.\u201d<\/p>\n

                         <\/td>\n<\/tr>\n

                        K\u0131sa S\u00fcreli Mecralar <\/strong><\/td>\nSnapchat, Instagram Hikayeleri<\/td>\nPayla\u015f\u0131m s\u00fcresince reklam verene ili\u015fkin ad, marka, ticaret unvan\u0131 gibi tan\u0131t\u0131c\u0131 bilgilerden herhangi biri ile birlikte.<\/td>\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 #Reklam<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 #Reklam\/Tan\u0131t\u0131m<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 #Sponsor<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 #\u0130\u015fbirli\u011fi<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 #Ortakl\u0131k<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c@[Reklam veren] ile i\u015fbirli\u011fi\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c@[Reklam veren] taraf\u0131ndan sa\u011fland\u0131.\u201d<\/p>\n

                        \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c@[Reklam veren] taraf\u0131ndan hediye olarak al\u0131nd\u0131.\u201d<\/p>\n

                         <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

                         <\/p>\n

                          \n
                        1. Reklam Verenin Sorumluluklar\u0131 Nelerdir?<\/strong><\/li>\n<\/ol>\n

                          Reklam veren, sosyal medya etkileyicileri ile bu etkileyiciler ile ili\u015fkili \u00fc\u00e7\u00fcnc\u00fc ki\u015fileri yukar\u0131da yer alan gereklilikler hakk\u0131nda bilgilendirmek ve T\u00fcketicinin Korunmas\u0131 Hakk\u0131nda Kanun ile k\u0131lavuz ba\u015fta olmak \u00fczere mevzuatta \u00f6ng\u00f6r\u00fclen y\u00fck\u00fcml\u00fcl\u00fcklere uymas\u0131n\u0131 talep etmek noktas\u0131nda sorumlu k\u0131l\u0131nm\u0131\u015ft\u0131r.<\/p>\n

                          Bu itibarla reklam veren, yukar\u0131da bahsi ge\u00e7en y\u00fck\u00fcml\u00fcl\u00fcklerin yaln\u0131zca sosyal medya etkileyicileri i\u00e7in d\u00fczenlendi\u011fini \u00f6ne s\u00fcrerek bu y\u00fck\u00fcml\u00fcl\u00fcklerden ka\u00e7\u0131namaz. Ancak reklam verenin, sosyal medya etkileyicinin yukar\u0131da bahsi ge\u00e7en y\u00fck\u00fcml\u00fcl\u00fcklere hareket etmesi noktas\u0131nda y\u00f6nlendirmesi ile ilgili olarak kendisinden beklenen makul \u00e7abay\u0131 yerine getirdi\u011fini ispat etmesi durumunda bu y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fc yerine getirmi\u015f say\u0131lmaktad\u0131r.<\/p>\n

                          Sonu\u00e7<\/strong><\/p>\n

                          Sonu\u00e7 olarak g\u00f6r\u00fcld\u00fc\u011f\u00fc \u00fczere reklam verenler, reklam ajanslar\u0131 ve mecra kurulu\u015fu olarak sosyal medya etkileyicilerinin her biri, yukar\u0131da detaylar\u0131 belirtilen k\u0131lavuz maddelerine uyum konusunda ayr\u0131 ayr\u0131 sorumlu tutulmu\u015ftur. Burada ilgili K\u0131lavuzun getirdi\u011fi y\u00fck\u00fcml\u00fcl\u00fcklerin 6502 say\u0131l\u0131 T\u00fcketicinin Korunmas\u0131 Hakk\u0131nda Kanun, 29232 say\u0131l\u0131 Ticari Reklam ve Haks\u0131z Ticari Uygulamalar Y\u00f6netmeli\u011fi ve 309 say\u0131l\u0131 Reklam Kurulu toplant\u0131s\u0131nda al\u0131nan karar istinaden haz\u0131rland\u0131\u011f\u0131 unutulmamal\u0131 ve ilgili gerekliliklerin bir b\u00fct\u00fcn olarak de\u011ferlendirilmesi gerekti\u011fi de unutulmamal\u0131d\u0131r.<\/p>\n

                           <\/p>\n

                          Bilgi ve de\u011ferlendirmenize sunulur. <\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"

                          Sosyal Medya Etkileyicileri Taraf\u0131ndan Yap\u0131lan Ticari Reklam ve Haks\u0131z Ticari Uygulamalar Hakk\u0131nda K\u0131lavuz (\u201cK\u0131lavuz\u201d) Ticaret Bakanl\u0131\u011f\u0131, 06\/05\/2021 tarihinde yay\u0131mlad\u0131\u011f\u0131 K\u0131lavuz ile, \u201cinfluencerlar\u201d olarak da isimlendirilen sosyal medya etkileyicileri ile reklam verenlerin sosyal mecralar \u00fczerinden vermi\u015f oldu\u011fu i\u015fbu reklam s\u00fcre\u00e7lerine uyulmas\u0131 gereken ilke kararlar\u0131n\u0131 yay\u0131mlam\u0131\u015ft\u0131r. Buna g\u00f6re K\u0131lavuz, Sosyal medya etkileyicileri ile reklam veren ajans ve […]<\/p>","protected":false},"author":1,"featured_media":7997,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[34,36,37],"class_list":["post-8952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-socialmedia","tag-haksizreklam","tag-sosyalmedya","tag-ticarireklam"],"_links":{"self":[{"href":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/wp-json\/wp\/v2\/posts\/8952","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/wp-json\/wp\/v2\/comments?post=8952"}],"version-history":[{"count":0,"href":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/wp-json\/wp\/v2\/posts\/8952\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/wp-json\/wp\/v2\/media\/7997"}],"wp:attachment":[{"href":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/wp-json\/wp\/v2\/media?parent=8952"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/wp-json\/wp\/v2\/categories?post=8952"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.eyuboglubuyukatak.av.tr\/en\/wp-json\/wp\/v2\/tags?post=8952"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}