Turkey’s Trade Ministry is preparing new rules that would ban advertising for electronic cigarettes and games of chance, while tightening oversight of digital and AI‑generated ads, according to a draft regulation under review.
The proposed changes to the Regulation on Commercial Advertising and Unfair Commercial Practices were shared with industry representatives last month. The ministry is now evaluating feedback before finalizing the amendments.
The draft aims to address rapid technological changes and shifting consumer habits, with a focus on protecting young people and strengthening safeguards against misleading or harmful advertising.
The proposal includes new rules for discounted sales, conditional sales, ads created with artificial intelligence, and promotions by social media influencers. It also targets advertising practices linked to “loot boxes” and similar in‑game features that could encourage gambling‑like behavior among young users.
Additional provisions cover “surprise boxes,” virtual product packages, environmental claims in advertising, the publication of consumer complaints and targeted advertising practices.
Under the planned changes, e‑cigarette and gambling ads would be explicitly prohibited as separate categories — expanding on existing bans covering illegal betting, gambling and tobacco products.
The draft also requires advertisers to clearly disclose when filters, AI tools or other software are used to enhance a product’s appearance, and to identify any AI‑generated “digital human” characters. Ads produced through influencers must also be presented in a clear and distinguishable manner.
