Türkiye crackdown on influencers as 77 accounts fined $187,800

The Turkish Commerce Ministry has ramped up its scrutiny of social media influencers, issuing fines amounting to ₺6.4 million and imposing sanctions on 127 social media accounts over the past 18 months.

How Türkiye use AI in regulating influencer marketing?

• The ministry has been leveraging an “AI-Powered Social Media Advertising Scanning Project” since March 2022 to monitor and enforce advertising laws among influencers, who are required to disclose paid advertisements in their posts.
• Since the project’s inception, the non-compliance rate among influencers has dramatically dropped from 57% to 11%, reflecting the increased scrutiny and consumer awareness around social media advertisements.

How much penalties cost to influencers?

The ministry’s enforcement actions have been comprehensive:

• Accounts penalized: In the first half of 2024 alone, 50 influencer accounts faced sanctions including 39 content removal orders and 11 combined removal orders with fines. In total, 127 accounts have been penalized since early 2023.
• Fines: The fines have escalated significantly, with totals reaching 6.4 million lira over the past 1.5 years, a substantial increase from 347,128 lira in 2023 to 550,059 lira in 2024 because of inflation adjustments and revaluation rates.

What did influencer do wrong?

The Advertising Board’s actions have had a profound impact on how influencers operate in Türkiye. Key infractions leading to penalties include:

• Failure to disclose advertisements: Many influencers were fined for not clearly labeling their promotional content as advertisements or engaging in covert marketing.
• Misleading health claims: Influencers promoting health claims, directing followers to clinics or hospitals, or advertising prohibited health products were particularly targeted.
• Exaggerated cosmetic, supplement ads: The board also cracked down on influencers making exaggerated claims about cosmetic products and dietary supplements, enforcing regulations that prevent misleading consumers.

Growing consumer awareness, complaints

The ministry’s stringent enforcement has not only improved compliance rates but also raised consumer awareness about the realities of influencer marketing. This awareness has led to an increase in consumer complaints, prompting further investigations and actions by the Advertising Board.

Warning to influencers

This ongoing initiative serves as a stern warning to influencers and brands alike: adherence to advertising regulations in Turkey is mandatory. With the digital advertising landscape continually evolving, the Commerce Ministry is expected to intensify its regulatory efforts, ensuring that consumers are safeguarded against deceptive practices.