Changes are Coming to Influencer Management!

As influencer collaborations increase daily in the digital marketing world, legal responsibilities are also tightening at the same pace. The Ministry of Trade has initiated comprehensive changes to the Influencer Advertising Regulation.

A draft of the new regulation has been prepared. It is planned to come into effect in 2026, but from 2025 onwards, inspections and penalties will increase significantly. Administrative fines for content that does not comply with the rules can reach up to 863,000 TL. This figure shows that the era of simply tagging someone and moving on is officially over.

Simply Writing "#collaboration" is No Longer Enough!

With the new regulation, the transparency obligations of influencers and brands are clearly defined.

Mandatory Rules

1. Brand Name Must Be Clearly Stated

The brand name must be clearly stated in every post involving a collaboration.

Examples of correct usage:

"Involves collaboration with X Brand."

"This post is an advertisement for X Brand."

"This is a promotion for X Brand."

Simply using hashtags like #collaboration, #advertisement, and #ad is no longer sufficient.

2. Saying "There's a Discount" is Forbidden!

The new regulation completely eliminates vague and misleading statements.

If you are sharing a discount:

Discount rate (%)

Campaign end date

must be included in the post.

Phrases like "Big sale started," "Unmissable opportunity" are now prohibited.

3. Stock Information is Required if Limited Stock

If the campaign includes a phrase like:

"limited stock""first come, first served"

"limited quantity"

; the stock quantity must be clearly stated. For example: "This campaign is limited to 150 units of the product."

4. Free Gifts and Invitations are Also Included!

The most frequently violated but clearly defined clause: free products, free invitations, press trips/events/accommodations. All of these fall under the scope of advertising.

The post must include: the brand name and a statement about collaboration/promotion. The perception of "a gift but not an advertisement" is not legally valid.

What Will Happen in 2026?

• New Influencer Regulation draft is ready
• Expected to officially come into effect in 2026
• Inspections will be more frequent, penalties will be clearer
• Responsibility is no longer just with the influencer, but also with the brand.

Influencer marketing is now an area that needs to be managed correctly, not only creatively but also legally.

• We prepare collaboration texts in accordance with the regulation.
• We remove legal risks from influencer briefs.
• We create safe influencer strategies for brands.

You can follow our blog and contact us for current regulation changes, sample posts, and detailed analyses.