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ARTICLE · 28 NOVEMBER 2025

Sürpriz Kutular: Tüketici İçin Gizem mi, Risk mi?

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Son yıllarda "gizemli kutu" ya da "sürpriz kutu" konseptinin oldukça popüler hale gelmesiyle birlikte, bu ürünlerin birçok firmanın pazarlama stratejisinin merkezine yerleştiği görülmektedir.

TurkeyMedia, Telecoms, IT, Entertainment
Baran Güney
Baran Güney
Zeynep Berfin Ekinci
Zeynep Berfin Ekinci
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Son yıllarda "gizemli kutu" ya da "sürpriz kutu" konseptinin oldukça popüler hale gelmesiyle birlikte, bu ürünlerin birçok firmanın pazarlama stratejisinin merkezine yerleştiği görülmektedir. Bu konseptin yarattığı sürpriz ve gizem etkisi oldukça çekici olsa da teslim edilen ürünlerin tüketicilerin beklentisini karşılayıp karşılamadığı çeşitli hukuki tartışmalara da yol açmaktadır.

Reklam Kurulu ("Kurul"), da 11 Eylül 2025 tarihli toplantısında kutu içeriğine dair herhangi bir bilgilendirme yapılmaksızın satışa sunulan gizemli kutuları gündemine almış ve gizemli kutular bakımından ilke niteliğinde sayılabilecek kararlar vermiştir.

  • Kurul, "Elektronik Sürpriz Kutusu", "Gizemli Takı Kavanozu 20 Adet Bijuteri Set", "Sürpriz Kutu Doğal Taş", "Sürpriz Kozmetik Kutusu" gibi ifadeler ile pazarlanan gizemli kutu satışlarında satışı yapılan kutunun içeriğine ilişkin herhangi bir bilgilendirme ve açıklama yapılmadığını, gizemli kutu ve benzeri satış

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