{"id":9806,"date":"2024-08-26T10:36:05","date_gmt":"2024-08-26T10:36:05","guid":{"rendered":"https:\/\/kamucalisanlari.net\/?p=9806"},"modified":"2024-08-26T10:36:05","modified_gmt":"2024-08-26T10:36:05","slug":"influencer-reklamlari-ticaret-bakanligi-radarinda","status":"publish","type":"post","link":"https:\/\/kamucalisanlari.net\/index.php\/2024\/08\/26\/influencer-reklamlari-ticaret-bakanligi-radarinda\/","title":{"rendered":"“Influencer” reklamlar\u0131 Ticaret Bakanl\u0131\u011f\u0131 radar\u0131nda"},"content":{"rendered":"
\n

Ticaret Bakanl\u0131\u011f\u0131\u2019na ba\u011fl\u0131 olarak faaliyet g\u00f6steren Kurul, sosyal medya platformlar\u0131 \u00fczerinden yap\u0131lan reklamlar\u0131 analiz etti.<\/p>\n

Mevzuatta “sosyal medya etkileyicisi” olarak ifade edilen “influencer”lar\u0131n faaliyetlerinin denetlenmesi amac\u0131yla Reklam \u00d6zdenetim Kurulu g\u00f6revlendirilmi\u015f ve Sosyal Medya Reklamlar\u0131n\u0131n Yapay Zeka ile Taranmas\u0131 Projesi Mart 2022’de ba\u015flam\u0131\u015ft\u0131.<\/p>\n

Projeyle influencer payla\u015f\u0131mlar\u0131n\u0131n reklam oldu\u011funun a\u00e7\u0131k ve anla\u015f\u0131l\u0131r \u015fekilde ifade edilmeme oran\u0131 y\u00fczde 57’den y\u00fczde 11’e d\u00fc\u015ft\u00fc.<\/p>\n

Kurulun ger\u00e7ekle\u015ftirdi\u011fi \u00e7al\u0131\u015fmalar sonucu t\u00fcketicilerin son d\u00f6nemlerde sosyal medya reklamlar\u0131na ili\u015fkin fark\u0131ndal\u0131\u011f\u0131n\u0131n artmas\u0131yla bu konuda yap\u0131lan ba\u015fvuru say\u0131s\u0131nda da art\u0131\u015f ger\u00e7ekle\u015fti.<\/p>\n<\/div>\n

\n

Uzmanlar taraf\u0131ndan t\u00fcketici \u015fikayetleri incelenerek ba\u015fvuru \u015fartlar\u0131n\u0131 sa\u011flayanlar de\u011ferlendirmeye al\u0131nd\u0131. Kurulun ayk\u0131r\u0131l\u0131k g\u00f6rd\u00fc\u011f\u00fc hallerde de gerekli idari yapt\u0131r\u0131mlar uyguland\u0131.<\/p>\n

50 sosyal medya hesab\u0131na yapt\u0131r\u0131m <\/b><\/p>\n

Kurulca, influencerlara bu y\u0131l\u0131n ilk 6 ay\u0131nda 39 durdurma cezas\u0131, 11 durdurma ve idari para cezas\u0131 uygulanmas\u0131na karar verildi. Durdurma cezas\u0131 yapt\u0131r\u0131m\u0131 ile mevzuata ayk\u0131r\u0131 ger\u00e7ekle\u015ftirilen reklamlar\u0131n d\u00fczeltilmesi veya kald\u0131r\u0131lmas\u0131 istendi.<\/p>\n

Mevzuata ayk\u0131r\u0131 payla\u015f\u0131m\u0131n haks\u0131zl\u0131k i\u00e7eri\u011fi, tekrar\u0131, takip\u00e7i say\u0131s\u0131na ba\u011fl\u0131 etki alan\u0131n\u0131n b\u00fcy\u00fckl\u00fc\u011f\u00fc ve influencerlar\u0131n payla\u015f\u0131mdan elde etti\u011fi menfaat ve ekonomik durumu gibi unsurlar dikkate al\u0131narak, Kurulca durdurma ve idari para cezalar\u0131 bir arada da uyguland\u0131.<\/p>\n

Ge\u00e7en y\u0131l i\u00e7in mevzuata ayk\u0131r\u0131 reklam yapan bir influencer hakk\u0131nda uygulanan idari para cezas\u0131 347 bin 128 lira iken bu tutar yeniden de\u011ferleme oran\u0131nda art\u0131r\u0131larak 2024’te 550 bin 59 lira oldu.<\/p>\n

Ge\u00e7en y\u0131l 5 influencera 1 milyon 352 bin 808 lira idari para cezas\u0131 uyguland\u0131. Bu y\u0131l\u0131n ilk 6 ay\u0131nda ise 11 influencera 5 milyon 35 bin 994 lira idari para cezas\u0131 uygulanmas\u0131na karar verildi. B\u00f6ylece, 1,5 y\u0131ll\u0131k d\u00f6nemde toplam 6 milyon 388 bin 802 lira para cezas\u0131 kesildi.<\/p>\n

2023’te toplam 77 sosyal medya hesab\u0131na idari yapt\u0131r\u0131m uygulan\u0131rken bu rakam 2024’\u00fcn ilk yar\u0131s\u0131nda 50’ye ula\u015ft\u0131. Influencerlarca yap\u0131lan payla\u015f\u0131mlarda bir markaya ait \u00fcr\u00fcn veya hizmet reklam\u0131n\u0131n yap\u0131ld\u0131\u011f\u0131 ancak bunun a\u00e7\u0131k \u015fekilde reklam oldu\u011funun belirtilmedi\u011fi veya \u00f6rt\u00fcl\u00fc tan\u0131t\u0131m yap\u0131ld\u0131\u011f\u0131 gerek\u00e7esiyle idari yapt\u0131r\u0131m uyguland\u0131.<\/p>\n

Bunun yan\u0131 s\u0131ra baz\u0131 payla\u015f\u0131mlarda, sa\u011fl\u0131k beyan\u0131 i\u00e7eren ifadelerin olmas\u0131, klinik, hastane, doktor gibi sa\u011fl\u0131k hizmetlerine y\u00f6nlendirmesi, reklam\u0131 yasak \u00fcr\u00fcnlerin tan\u0131t\u0131m\u0131n\u0131n yap\u0131lmas\u0131, kozmetik \u00fcr\u00fcn tan\u0131m\u0131n\u0131 a\u015fan ifadelerin kullan\u0131lmas\u0131, takviye edici g\u0131da reklam\u0131nda mevzuata ayk\u0131r\u0131 ifadelerin yer almas\u0131 gibi gerek\u00e7elerle de baz\u0131 influencerlara idari yapt\u0131r\u0131m uygulanmas\u0131na karar verildi.<\/p>\n<\/div>\n<\/p>\n

<\/p>\n

Kaynak :\u00a0https:\/\/www.bloomberght.com\/influencer-reklamlari-ticaret-bakanligi-radarinda-2359014<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Sosyal medya tan\u0131t\u0131mlar\u0131n\u0131 mercek alt\u0131na alan Ticaret Bakanl\u0131\u011f\u0131 Reklam Kurulu, ge\u00e7en y\u0131l 5, bu y\u0131l\u0131n ilk yar\u0131s\u0131nda da 11 “influencer”‘a toplam 6 milyon 388 bin 802 lira para cezas\u0131 uygulanmas\u0131n\u0131 kararla\u015ft\u0131rd\u0131.<\/p>\n","protected":false},"author":1,"featured_media":9807,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[819,1562,880,86,1128],"manset":[],"class_list":["post-9806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi","tag-idari","tag-influencer","tag-reklam","tag-sosyal-medya","tag-yaptirim"],"_links":{"self":[{"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/posts\/9806","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/comments?post=9806"}],"version-history":[{"count":1,"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/posts\/9806\/revisions"}],"predecessor-version":[{"id":9808,"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/posts\/9806\/revisions\/9808"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/media\/9807"}],"wp:attachment":[{"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/media?parent=9806"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/categories?post=9806"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/tags?post=9806"},{"taxonomy":"manset","embeddable":true,"href":"https:\/\/kamucalisanlari.net\/index.php\/wp-json\/wp\/v2\/manset?post=9806"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}