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ARTICLE · 20 FEBRUARY 2024

Reklam Kurulu Yanıltıcı Sadakat Programlarına Karşı Harekete Geçti

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Reklam Kurulu ("Kurul") 09.01.2024 tarihli ve 341 sayılı toplantısında "Fiyat Bilgisi İçeren Reklamlar ile İndirimli Satış Reklamları...

TurkeyMedia, Telecoms, IT, Entertainment
Hande Hançar
Hande Hançar
Baran Güney
Baran Güney
Zeynep Berfin Ekinci
Zeynep Berfin Ekinci
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Reklam Kurulu (“Kurul”) 09.01.2024 tarihli ve 341 sayılı toplantısında “Fiyat Bilgisi İçeren Reklamlar ile İndirimli Satış Reklamları ve Ticareti Uygulamalar Hakkında Kılavuz”da (“Kılavuz”) değişiklik yaparak sadakat programlarına ilişkin yeni düzenlemeler getirmiştir. Sadakat programları genel olarak tüketicileri gelecekteki satın almalarına yönelik puan birikimine izin veren uygulamalar olarak tanımlanmaktadır. Ancak sadakat programlarının satışa sunulan mal veya hizmetlerin büyük çoğunluğunu içerecek şekilde indirimli satış uygulaması haline dönüştüğü Kurul tarafından görülmüştür. Sadakat programına kısa mesaj gönderimi, internet sitesi veya mobil uygulama üzerinden onay verilmesi veya form doldurulması gibi basit bir şekilde katılım sağlanabilmesi nedeniyle sadakat programları kullanılarak indirimli satışlara ilişkin tüketicileri koruyucu düzenlemelerin bertaraf edilebildiği ve tüketicilerde gerçek dışı indirim algısı oluşturulabildiği gözlemlenmiştir.

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