Turkiye will introduce new regulations for e-commerce, digital advertising and retail from August 1, 2026, aimed at strengthening consumer protection. The Ministry of Trade introduced the rules to protect consumers from misleading advertisements and unfair business practices, covering AI-generated ads, influencer promotions, targeted ads, discounted sales and complaint handling. Advertisements using AI-generated digital characters resembling real people must clearly inform consumers that artificial intelligence has been used. Advertisements created using consumers’ online behaviour or personal data will fall under stricter rules to increase transparency in targeted advertising. For most products, the reference price for a discount must be the lowest price charged during the previous 10 days before the sale begins; for perishable goods and services, the price charged immediately before the discount will be the reference price. Influencers receiving payment, free products, discounts, services or event invitations for promotional content must clearly disclose that their posts are advertisements, with labels such as “advertisement” or “promotion” mandatory. The time for sellers and service providers to respond to complaints on consumer review platforms has been reduced from 72 hours to 48 hours; if no response is given, the consumer’s review may be published automatically. Restrictions on advertisements promoting fortune-telling, psychic and astrology services have been expanded, and the ban will also cover ads related to illegal betting, gambling and other unauthorised games of chance.