Alcoholic Beverage Advertisements Through Alibi Branding

Any advertising of alcohol products is banned in any kind of media. This ban includes broadcasts on TV and radio, ads in the cinema, product replacement, printed media as well as social media and digital platforms. Hence, brand communication to consumers is strictly prohibited in Turkey and there is total prohibition of alcohol advertisement in any media.

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.