Alcoholic Beverage Advertisements Through Alibi Branding

Brand communication of alcoholic products to consumers is strictly prohibited in Türkiye and there is full prohibition of advertisement of alcohol, any manner in all forms of media. This ban includes broadcasts on TV and radio, advertisements in cinema, product placement, printed media, as well as advertisements on social media and digital platforms.

Alibi branding is an alternative mechanism for promotion of alcohol brands and in fact, this is a grey area. Although there is total ban of alcohol advertising we observe that alcoholic beverage companies launch their online media campaigns with alibi branding that can be signs without any specific brand, logo, trademark and even company names in which color combinations and patterns of the company are used. In Turkish legislation, there is no clear rule about the use of alibi proxy brands. The Advertisement Board's assessment of the use of alibi brands has also changed over time.