The Advertisement Board, operating under the Republic of Türkiye Ministry of Trade, functions within the framework of the Consumer Protection Law No. 6502 and relevant regulations. It is responsible for ensuring that advertisements do not mislead or deceive consumers and comply with legal provisions. In the context of preventing greenwashing, the Advertisement Board plays a critical role as a supervisory, regulatory, and deterrent authority.
On February 6, 2025, the Advertisement Board published the 2024 Annual Report ("Report"). According to the Report, the Advertisement Board ruled on 22,299 applications in 2024. Among various topics addressed in the Report, "Greenwashing and Unsubstantiated Environmental Claims" stands out. The Board's supervision and decisions were carried out within the scope of Article 17 of the Regulation on Commercial Advertisements and Unfair Commercial Practices, titled "Advertisements Containing Environmental Claims," as well as the "Guideline on Advertisements Containing Environmental Claims". These efforts reflect an increasing emphasis on the growing sustainability trend.
The Advertisement Board plays an active role in Turkey's compliance process with the European Green Deal and the implementation of strategies for a sustainable, resource-efficient, and green economy transition. In this regard, the Board conducts sector-based inspections to prevent the exploitation of consumers' environmental sensitivities. These inspections, conducted in parallel with accelerating national and international regulatory developments, are crucial for shaping consumer behaviors through accurate and honest sustainability claims and fostering a trustworthy market environment.
According to the Report, key issues identified in the Advertisement Board's inspections, which led to administrative sanctions, include:
- Failing to provide information on a sustainability-related claim by directing consumers to a different medium, such as a website related to a different brand, product, or product group, or by making references without proper disclosure,
- Failing to support sustainability goal claims with a report prepared and/or verified by an accredited organization, leading to the inability to substantiate such claims,
- Using general statements regarding environmental topics such as nature and climate without providing the necessary information, thereby causing uncertainty among consumers,
- Failing to inform consumers about the scientific study or the measurement and evaluation method of the environmental impact when claiming that the consumption of a product contributes to environmental sustainability,
- Failing to specify whether the claimed positive or negative environmental impact applies to the entire life cycle of the product or only a specific phase,
- Presenting a certificate as a Sustainability Certificate without it being verified by an authorized institution, university, or research and evaluation organization.
The Advertisement Board continues its inspection activities to prevent consumers from being exposed to misleading environmental claims and directed towards incorrect information through greenwashing. Keeping track of the Board's increasing decisions, both in quantity and quality, and integrating their implications into corporate sustainability policies will not only help companies avoid administrative sanctions but also play a crucial role in brand reputation, consumer trust, and long-term business strategies.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
