Advertising Check Up Programme
The Advertising Board does not review campaigns by size; a single sentence about a single product can be enough to open a file. Administrative fines reach TRY 39 million, and decisions usually carry an order to suspend and correct the advertisement alongside the fine.
The risk rarely comes from the advertisement itself. It comes from a detail: a health claim overlooked on a cosmetic product, a discount price that cannot be substantiated, a missing disclosure on an influencer post, a subtitle written in a hurry. This programme is designed to catch those details before anything goes live.
Stages
Scoping
The company’s live and planned advertising, the channels it uses and the types of claim it makes are mapped, and the scope of the review is set.
Review
Advertisements and advertising copy are examined one by one in light of Advertising Board decisions and the relevant legislation; the substantiation behind each claim and the mandatory disclosures are checked.
Risk assessment
The findings are classified by risk level and set out in an Advertising Risk Report delivered to the company.
Guide
An advertising guide is produced around the company’s own products and channels, and delivered together with contractual clauses for use in marketing and agency processes.
Testing and training
The marketing team is trained on the findings, and a short test is run to measure awareness.
Areas Reviewed
- Discount and price advertising
- Cosmetic product claims
- Digital advertising
- Comparative advertising
- Influencer communications and disclosure labels
- Unfair competition
- Environmental claims
- Health claims
- Alcoholic beverage promotion
Deliverables
- Advertising Risk Report
- Advertising guide prepared for the company
- Training materials
- Model clauses for agency and influencer agreements
Frequently Asked Questions
How many advertisements can you review in two weeks?
The scope is agreed in the first phase by mapping the company's live and planned advertisements, the channels it uses and the types of claims it makes. Where campaigns span many products and channels, the claim types carrying the highest risk are prioritised. The aim is less to approve every advertisement individually than to find the risk patterns that recur across the company's advertising.
Our agency already checks our advertising. Why do we need this programme?
The advertiser is liable for an unlawful advertisement together with the agency and the media outlet, and in practice sanctions fall most often on the advertiser. Agency review usually focuses on creative and brand fit; checking the substantiation of claims and mandatory disclosures against the Advertising Board's decision practice is a separate expertise. The guide and contract clauses delivered at the end of the programme also bind the agency's future work to these standards.
What happens if a risk is found in a live advertisement?
Findings are classified by risk level, with a recommendation for each: some advertisements can be fixed with a small change of wording, while others may need to be taken down. A high-risk finding is reported to the company immediately, without waiting for the report to be completed. The decision is always the company's; the report sets out its legal basis.
What are the guide and training for once the programme ends?
Because the guide is built around the company's own products and channels, it lets the marketing team check a new campaign on its own before it goes live. The training and the short test at the end measure whether that knowledge has really taken hold in the team. The programme therefore does not remain a two-week review but leaves a lasting checkpoint within the company.
Would you like to run this programme at your company? Schedule a meeting with us — the first meeting is free of charge.
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