The Infuencer Guide from the Department of Commerce

"Commercial Advertising by Social Media Influencers and It published the Guide on Unfair Commercial Practices.

With this guide, it was aimed to guide all people, institutions and organizations that advertised about commercial advertisements, applications made by social media influencers, advertising agencies, media organizations and advertising.

In the guide, the people who are accepted as "influencers" in the world, who provide the sale or lease of a good or service belonging to him or the advertiser, who make marketing communication in order to inform and convince the target audience, are defined as "social media influencers" in the guide.

In the guide, where the advertisements made through influencers must be clearly expressed and distinguishable, it is prohibited to make audio, written and visually covert advertisements on social media.

In the posts where benefits such as financial gain or free, discounted goods or services from the advertiser, it has become mandatory for influencers to specify this situation depending on the platform on which the commercial advertising relationship takes place.

Influencers will state that the post is a commercial advertisement in a way and in a way that it is understood. These will be distinguishable from the colors and background used in the posts, and in an easily readable size. If other tags or descriptions are included in the post, they will be visible among the tags or descriptions.

Expressions stating that sharing is a commercial advertisement will be presented by consumers in a way that can be noticed at first glance.

- Influencer will not be able to recommend it without experiencing it

The social media influencer will not be able to share a product or service for the purpose of commercial advertising in a way to approve or create the perception of that product or service in the eyes of consumers.

Influencers will not be able to make claims about scientific research and test results that are not based on objective, measurable, numerical data, and which are not provable, in a health statement in a way that is against the relevant legislation regarding a good or service.

- It will clearly indicate that you are using a filter

In the guide, other liabilities of influencers are also listed as follows:

"It cannot direct or promote the goods or services offered by doctors, dentists, veterinarians, pharmacists and health institutions. It cannot create the impression that it has purchased a good or service gifted by the advertiser. He / she may not create the impression that he / she is just a consumer while he / she provides benefits such as financial gain, free or discounted goods or services from any advertiser. cannot systematically create or use fake or nonexistent identities collectively to communicate about the service. "

- It will be understood that it is an advertisement without clicking the "read more" option

In the posts that are in the nature of live broadcast with advertisements made on video sharing channels such as YouTube and Instagram TV, the video is continuously or in the title or description part of the video, without requiring consumers to click on a field such as "read more" at the beginning of the relevant advertisement. name and title of advertisers, influencers receive a fee or gift for this service.

On social media platforms such as Instagram, Facebook, Twitter, at least one of the labels or explanations specified in the manual will be included in the photo, message, under or in the explanations, together with any of the introductory information such as the name, brand, trade name of the advertiser. Likewise, these notifications will be made in Podcast broadcasts.

In advertisements where content such as Snapchat and Instagram stories can only be seen for a short time; During the sharing, any of the introductory information such as name, brand, trade name of the advertiser and labels such as "#Reklam", "#Advertisement / Promotion", "@ [Cooperation with the Advertiser]" will be included.

Upon the use of influencers in this guide, advertisers are also responsible for informing social media influencers about this guide and the provisions of the relevant law, making efforts to fulfill their obligations and taking measures against violations.

As advertisers, advertising agencies and media organizations, social media influencers have been individually held responsible for compliance with these guidelines.