{"id":72460,"date":"2024-12-27T19:10:41","date_gmt":"2024-12-27T10:10:41","guid":{"rendered":"https:\/\/monolith.law\/tr\/?p=72460"},"modified":"2025-01-01T20:53:42","modified_gmt":"2025-01-01T11:53:42","slug":"influencer-stealth-marketing","status":"publish","type":"post","link":"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing","title":{"rendered":"Influencer Reklamlar\u0131ndaki \u0130hlal \u00d6rneklerinden \u00d6\u011frenilen Steal Reklam D\u00fczenlemelerine Kar\u015f\u0131 Koyma"},"content":{"rendered":"\n<p>Son y\u0131llarda, sosyal medyan\u0131n yayg\u0131nla\u015fmas\u0131yla birlikte influencer pazarlamas\u0131 giderek yayg\u0131nla\u015fm\u0131\u015ft\u0131r. Ancak, reklam oldu\u011funu gizleyerek \u00fcr\u00fcn veya hizmetleri tan\u0131tan &#8216;gizli pazarlama (stealth marketing)&#8217; uygulamalar\u0131 sorun haline gelmi\u015f ve Japon &#8216;\u00d6d\u00fcl G\u00f6sterim Yasas\u0131&#8217; kapsam\u0131ndaki d\u00fczenlemeler s\u0131k\u0131la\u015ft\u0131r\u0131lm\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p>Bu makalede, Reiwa 5 (2023) y\u0131l\u0131n\u0131n Ekim ay\u0131nda gizli pazarlama d\u00fczenlemelerinin g\u00fc\u00e7lendirilmesinin ard\u0131ndan T\u00fcketici Ajans\u0131 taraf\u0131ndan verilen iki ihlal \u00f6rne\u011fini tan\u0131taca\u011f\u0131z ve \u015firketlerin influencer pazarlamas\u0131 yaparken bilmesi gereken \u00f6nemli noktalar\u0131 a\u00e7\u0131klayaca\u011f\u0131z.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_53 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing\/#Hediye_Cekilisi_Kanunu%E2%80%99nda_Degisiklik_ve_Gizli_Reklamcilik_Duzenlemelerinin_Guclendirilmesi\" title=\"Hediye \u00c7ekili\u015fi Kanunu&#8217;nda De\u011fi\u015fiklik ve Gizli Reklamc\u0131l\u0131k D\u00fczenlemelerinin G\u00fc\u00e7lendirilmesi\">Hediye \u00c7ekili\u015fi Kanunu&#8217;nda De\u011fi\u015fiklik ve Gizli Reklamc\u0131l\u0131k D\u00fczenlemelerinin G\u00fc\u00e7lendirilmesi<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing\/#Gizli_Reklamcilik_Nedir\" title=\"Gizli Reklamc\u0131l\u0131k Nedir?\">Gizli Reklamc\u0131l\u0131k Nedir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing\/#Gizli_Reklam_Duzenlemelerinin_Guclendirilmesiyle_%E2%80%98Reklam%E2%80%99_Ifadesinin_Zorunlu_Hale_Getirilmesi\" title=\"Gizli Reklam D\u00fczenlemelerinin G\u00fc\u00e7lendirilmesiyle &#8216;Reklam&#8217; \u0130fadesinin Zorunlu Hale Getirilmesi\">Gizli Reklam D\u00fczenlemelerinin G\u00fc\u00e7lendirilmesiyle &#8216;Reklam&#8217; \u0130fadesinin Zorunlu Hale Getirilmesi<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing\/#Stema_Duzenlemelerinin_Guclendirilmesinden_Sonra_Verilen_Iki_Onlem_Emri_Ornegi\" title=\"Stema D\u00fczenlemelerinin G\u00fc\u00e7lendirilmesinden Sonra Verilen \u0130ki \u00d6nlem Emri \u00d6rne\u011fi\">Stema D\u00fczenlemelerinin G\u00fc\u00e7lendirilmesinden Sonra Verilen \u0130ki \u00d6nlem Emri \u00d6rne\u011fi<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing\/#RIZAP_AS_Ornegi\" title=\"RIZAP A.\u015e. \u00d6rne\u011fi\">RIZAP A.\u015e. \u00d6rne\u011fi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing\/#Otsuka_Ilac_Sirketi_Ornegi\" title=\"Otsuka \u0130la\u00e7 \u015eirketi \u00d6rne\u011fi\">Otsuka \u0130la\u00e7 \u015eirketi \u00d6rne\u011fi<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing\/#Japon_Hediye_Kartlari_ve_Odulleri_Gosterme_Yasasi_%E6%99%AF%E5%93%81%E8%A1%A8%E7%A4%BA%E6%B3%95_Kapsaminda_Belirlenen_Gizli_Reklam_%E3%82%B9%E3%83%86%E3%83%9E_Duzenlemelerinin_Cezai_Yaptirimlari\" title=\"Japon Hediye Kartlar\u0131 ve \u00d6d\u00fclleri G\u00f6sterme Yasas\u0131 (\u666f\u54c1\u8868\u793a\u6cd5) Kapsam\u0131nda Belirlenen Gizli Reklam (\u30b9\u30c6\u30de) D\u00fczenlemelerinin Cezai Yapt\u0131r\u0131mlar\u0131\">Japon Hediye Kartlar\u0131 ve \u00d6d\u00fclleri G\u00f6sterme Yasas\u0131 (\u666f\u54c1\u8868\u793a\u6cd5) Kapsam\u0131nda Belirlenen Gizli Reklam (\u30b9\u30c6\u30de) D\u00fczenlemelerinin Cezai Yapt\u0131r\u0131mlar\u0131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing\/#Influencer_Pazarlamasinda_Dikkat_Edilmesi_Gereken_Noktalar\" title=\"\u0130nfluencer Pazarlamas\u0131nda Dikkat Edilmesi Gereken Noktalar\">\u0130nfluencer Pazarlamas\u0131nda Dikkat Edilmesi Gereken Noktalar<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing\/#Ozet_Influencer_Pazarlamasinda_Avukatlarin_Hukuki_Kontrolu_Sarttir\" title=\"\u00d6zet: Influencer Pazarlamas\u0131nda Avukatlar\u0131n Hukuki Kontrol\u00fc \u015eartt\u0131r\">\u00d6zet: Influencer Pazarlamas\u0131nda Avukatlar\u0131n Hukuki Kontrol\u00fc \u015eartt\u0131r<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/monolith.law\/tr\/general-corporate\/influencer-stealth-marketing\/#Hukuk_Buromuz_Tarafindan_Sunulan_Cozumler\" title=\"Hukuk B\u00fcromuz Taraf\u0131ndan Sunulan \u00c7\u00f6z\u00fcmler\">Hukuk B\u00fcromuz Taraf\u0131ndan Sunulan \u00c7\u00f6z\u00fcmler<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Hediye_Cekilisi_Kanunu%E2%80%99nda_Degisiklik_ve_Gizli_Reklamcilik_Duzenlemelerinin_Guclendirilmesi\"><\/span>Hediye \u00c7ekili\u015fi Kanunu&#8217;nda De\u011fi\u015fiklik ve Gizli Reklamc\u0131l\u0131k D\u00fczenlemelerinin G\u00fc\u00e7lendirilmesi<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u0130nfluencer&#8217;lar\u0131 reklamda kullanmak bir\u00e7ok \u015firket i\u00e7in pop\u00fcler bir y\u00f6ntem olmu\u015ftur, ancak &#8220;gizli reklamc\u0131l\u0131k&#8221; t\u00fcketicilerin yan\u0131lg\u0131ya d\u00fc\u015fmesine s\u0131k s\u0131k neden olmu\u015ftur. Bu b\u00f6l\u00fcmde, gizli reklamc\u0131l\u0131\u011f\u0131n nas\u0131l d\u00fczenlendi\u011fini a\u00e7\u0131kl\u0131yoruz.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Gizli_Reklamcilik_Nedir\"><\/span>Gizli Reklamc\u0131l\u0131k Nedir?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Gizli reklamc\u0131l\u0131k (bundan sonra &#8220;gizli reklam&#8221; olarak an\u0131lacakt\u0131r), reklam oldu\u011funu gizleyen reklamlar\u0131 ifade eder ve \u00fcnl\u00fcler veya influencer&#8217;lar gibi tarafs\u0131z \u00fc\u00e7\u00fcnc\u00fc \u015fah\u0131slarm\u0131\u015f gibi davranarak \u00fcr\u00fcn veya hizmetleri tan\u0131t\u0131rken veya reklam verenlerden \u00f6deme alan firmalar\u0131n, s\u0131radan t\u00fcketicilermi\u015f gibi olumlu yorumlar ve incelemeler yay\u0131nlamas\u0131 bu t\u00fcr faaliyetlere \u00f6rnektir.<\/p>\n\n\n\n<p>Eskiden Hediye \u00c7ekili\u015fi Kanunu&#8217;nda, m\u00fckemmel yan\u0131lg\u0131 (Madde 5, F\u0131kra 1) veya avantaj yan\u0131lg\u0131s\u0131 (ayn\u0131 f\u0131kra, Madde 2) olmad\u0131k\u00e7a, gizli reklam\u0131 d\u00fczenlemek m\u00fcmk\u00fcn de\u011fildi. Bu durumda, gizli reklam d\u00fczenlemeleri zaten mevcut olan AB ve ABD&#8217;ye k\u0131yasla, Japonya &#8220;gizli reklam cenneti&#8221; olarak i\u015faret ediliyordu.<\/p>\n\n\n\n<p>Bu ba\u011flamda, Reiwa 5 (2023) y\u0131l\u0131n\u0131n 28 Mart&#8217;\u0131nda, Japonya&#8217;da da gizli reklam d\u00fczenlemeleri y\u00fcr\u00fcrl\u00fc\u011fe girdi. &#8220;Genel t\u00fcketicinin, i\u015fletmenin ifadesi oldu\u011funu ay\u0131rt etmekte zorland\u0131\u011f\u0131 ifadeler&#8221; (Bakanl\u0131k Bildirisi No. 19, bundan sonra &#8220;gizli reklam bildirisi&#8221; olarak an\u0131lacakt\u0131r) ve &#8220;Genel t\u00fcketicinin, i\u015fletmenin ifadesi oldu\u011funu ay\u0131rt etmekte zorland\u0131\u011f\u0131 ifadelerin&#8221; uygulama standartlar\u0131 (bundan sonra &#8220;uygulama standartlar\u0131&#8221; olarak an\u0131lacakt\u0131r) belirlenmi\u015f ve ayn\u0131 y\u0131l\u0131n 1 Ekim&#8217;inde y\u00fcr\u00fcrl\u00fc\u011fe girmi\u015ftir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Gizli_Reklam_Duzenlemelerinin_Guclendirilmesiyle_%E2%80%98Reklam%E2%80%99_Ifadesinin_Zorunlu_Hale_Getirilmesi\"><\/span>Gizli Reklam D\u00fczenlemelerinin G\u00fc\u00e7lendirilmesiyle &#8216;Reklam&#8217; \u0130fadesinin Zorunlu Hale Getirilmesi<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Uygulama standartlar\u0131na g\u00f6re, gizli reklam bildirisi, &#8220;i\u015fletmenin kendi sundu\u011fu \u00fcr\u00fcn veya hizmetlerin ticareti hakk\u0131nda yapt\u0131\u011f\u0131 ve genel t\u00fcketicinin bu ifade oldu\u011funu anlamas\u0131n\u0131n zor oldu\u011fu kabul edilen ifadeler&#8221; olarak gizli reklam\u0131 tan\u0131mlamaktad\u0131r.<\/p>\n\n\n\n<p>A\u015fa\u011f\u0131daki iki duruma uyan ifadeler, gizli reklam olarak de\u011ferlendirilebilir:<\/p>\n\n\n\n<ol>\n<li>\u00dcr\u00fcn veya hizmetlerin ticareti hakk\u0131nda yap\u0131lan bir ifade olup, ifadeyi yapan\u0131n \u00fcr\u00fcn veya hizmetleri sunan i\u015fletme kendisi olmal\u0131d\u0131r.<\/li>\n\n\n\n<li>\u0130fadenin i\u015fletmeye ait oldu\u011funun genel t\u00fcketiciler taraf\u0131ndan anla\u015f\u0131lmas\u0131 zor olmal\u0131d\u0131r.<\/li>\n<\/ol>\n\n\n\n<p>Reiwa 5 (2023) y\u0131l\u0131n\u0131n Ekim ay\u0131nda yap\u0131lan Hediye \u00c7ekili\u015fi Kanunu&#8217;nda de\u011fi\u015fiklik hakk\u0131nda daha fazla bilgi i\u00e7in a\u015fa\u011f\u0131daki ba\u011flant\u0131y\u0131 ziyaret edin.<\/p>\n\n\n\n<p>\u0130lgili makale: <a href=\"https:\/\/monolith.law\/corporate\/stealth-marketing-regulations-r5\" target=\"_blank\" rel=\"noreferrer noopener\">Reiwa 5 Ekim&#8217;den itibaren &#8216;Reklam&#8217; \u0130fadesinin Zorunlu Hale Getirilmesi. Gizli Reklam D\u00fczenlemelerinin Uygulama Standartlar\u0131 Hakk\u0131nda A\u00e7\u0131klama[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Stema_Duzenlemelerinin_Guclendirilmesinden_Sonra_Verilen_Iki_Onlem_Emri_Ornegi\"><\/span>Stema D\u00fczenlemelerinin G\u00fc\u00e7lendirilmesinden Sonra Verilen \u0130ki \u00d6nlem Emri \u00d6rne\u011fi<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2024\/11\/6039015d81e4faef9fc9d1ee1a9e2b69.jpg\" alt=\"Stema d\u00fczenlemelerinin g\u00fc\u00e7lendirilmesinden sonra verilen iki \u00f6nlem emri \u00f6rne\u011fi\" class=\"wp-image-118862\" \/><\/figure>\n\n\n\n<p>Bu b\u00f6l\u00fcmde, Reiwa 5 (2023) y\u0131l\u0131n\u0131n Ekim ay\u0131nda stema d\u00fczenlemelerinin g\u00fc\u00e7lendirilmesinin ard\u0131ndan T\u00fcketici Ajans\u0131 taraf\u0131ndan \u00e7\u0131kar\u0131lan iki \u00f6nlem emrini tan\u0131taca\u011f\u0131z. Her iki \u00f6rnek de influencer&#8217;lar\u0131n reklamlarda kullan\u0131ld\u0131\u011f\u0131 durumlar\u0131 i\u00e7ermektedir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"RIZAP_AS_Ornegi\"><\/span>RIZAP A.\u015e. \u00d6rne\u011fi<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Reiwa 6 (2024) y\u0131l\u0131n\u0131n 8 A\u011fustos&#8217;unda, Japon T\u00fcketici Ajans\u0131, &#8216;chocoZAP&#8217;\u0131 i\u015fleten RIZAP A.\u015e.&#8217;ye kar\u015f\u0131, \u015firketin talebi \u00fczerine &#8216;Instagram&#8217;da g\u00f6nderi payla\u015fan influencerlar\u0131n i\u00e7eri\u011fini, \u015firketin web sitesinde \u00fc\u00e7\u00fcnc\u00fc \u015fah\u0131slar\u0131n yorumlar\u0131ym\u0131\u015f gibi yay\u0131nlad\u0131\u011f\u0131 ve bu durumun &#8216;genel t\u00fcketicilerin i\u015fletme taraf\u0131ndan yap\u0131lan bir g\u00f6sterim oldu\u011funu ay\u0131rt etmesinin zor&#8217; oldu\u011funu belirterek, bu g\u00f6sterimin stealth marketing (gizli pazarlama) d\u00fczenlemelerine ayk\u0131r\u0131 oldu\u011funu ve idari yapt\u0131r\u0131m uygulad\u0131\u011f\u0131n\u0131 a\u00e7\u0131klad\u0131.<\/p>\n\n\n\n<p>\u015eirketin talebi \u00fczerine influencerlar &#8216;Instagram&#8217;da a\u015fa\u011f\u0131daki i\u00e7erikleri payla\u015ft\u0131lar:<\/p>\n\n\n\n<ul>\n<li>&#8217;24 saat boyunca s\u0131n\u0131rs\u0131z girebiliyorsun&#8217;<\/li>\n\n\n\n<li>&#8216;Erken saatlerde de iyi, i\u015f aralar\u0131nda da yapabilirsin, elbette gece yar\u0131s\u0131 da olur&#8217;<\/li>\n\n\n\n<li>&#8216;Do\u011fum sonras\u0131 hi\u00e7 \u00e7\u00f6kmeyen karn\u0131ma d\u00f6n\u00fcp dola\u015f\u0131p vurdum &#8211; ww&#8217; gibi<\/li>\n<\/ul>\n\n\n\n<p>Bu g\u00f6nderileri, \u015firketin talebi \u00fczerine \u00fc\u00e7\u00fcnc\u00fc \u015fah\u0131slar taraf\u0131ndan yap\u0131lm\u0131\u015f olmas\u0131na ra\u011fmen, bunu a\u00e7\u0131k\u00e7a belirtmeksizin &#8216;chocoZAP&#8217;\u0131n &#8216;M\u00fc\u015fteri Yorumlar\u0131&#8217; ve &#8216;SNS&#8217;de de Konu\u015fuluyor! S\u00fcrekli \u00d6vg\u00fc Alan Yorumlar&#8217; gibi \u015firket web sitesinde yay\u0131nlad\u0131lar.<\/p>\n\n\n\n<p>Bu g\u00f6sterimlerle ilgili olarak, i\u00e7eriklerin genel olarak t\u00fcketiciler i\u00e7in bir i\u015fletmenin g\u00f6sterimi oldu\u011funun a\u00e7\u0131k\u00e7a anla\u015f\u0131labilir olmad\u0131\u011f\u0131ndan, bu g\u00f6sterimlerin &#8216;genel t\u00fcketicilerin i\u015fletme taraf\u0131ndan yap\u0131lan bir g\u00f6sterim oldu\u011funu ay\u0131rt etmesinin zor&#8217; oldu\u011fu (stealth marketing bildirisi) ve bu t\u00fcr g\u00f6sterimlere uygun oldu\u011fu kabul edildi.<\/p>\n\n\n\n<p>Referans: <a href=\"https:\/\/www.caa.go.jp\/notice\/entry\/038980\/\" target=\"_blank\" rel=\"noreferrer noopener\">Japon T\u00fcketici Ajans\u0131 | RIZAP A.\u015e.&#8217;ye Y\u00f6nelik Hediye G\u00f6sterim Yasas\u0131 Kapsam\u0131nda Al\u0131nan \u00d6nlemler Hakk\u0131nda[ja]<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Otsuka_Ilac_Sirketi_Ornegi\"><\/span>Otsuka \u0130la\u00e7 \u015eirketi \u00d6rne\u011fi<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/monolith.law\/wp-content\/uploads\/2024\/11\/4a6ed9507f0a62e84cde9841ac305e9c.jpg\" alt=\"Otsuka \u0130la\u00e7 \u015eirketi \u00d6rne\u011fi\" class=\"wp-image-118860\" \/><\/figure>\n\n\n\n<p>Reiwa 6 (2024) y\u0131l\u0131n\u0131n 13 Kas\u0131m&#8217;\u0131nda, T\u00fcketici Ajans\u0131, Otsuka \u0130la\u00e7 \u015eirketi&#8217;ne, \u015firketin talebi \u00fczerine bir influencer&#8217;\u0131n &#8220;Instagram&#8221; \u00fczerinde yapt\u0131\u011f\u0131 payla\u015f\u0131mlar\u0131n, \u015firketin \u00e7evrimi\u00e7i sat\u0131\u015f sitesindeki g\u00f6sterimlerinin de benzer \u015fekilde &#8216;gizli reklam&#8217; d\u00fczenlemelerine ayk\u0131r\u0131 oldu\u011fu gerek\u00e7esiyle idari yapt\u0131r\u0131m uygulam\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p>\u015eirketin talebi \u00fczerine bir influencer &#8220;Instagram&#8221;da a\u015fa\u011f\u0131daki i\u00e7erikleri payla\u015fm\u0131\u015ft\u0131r:<\/p>\n\n\n\n<ul>\n<li>&#8220;Ne ya\u015fta olursan\u0131z olun, &#8216;\u015fu an en iyisi&#8217; diyebilece\u011finiz, kendinize \u00f6zg\u00fc ve canl\u0131 g\u00fcnler ge\u00e7irmek istersiniz, de\u011fil mi?&#8221;<\/li>\n\n\n\n<li>&#8220;Hammadde a\u015famas\u0131ndan \u00fcretime kadar tam kontrol alt\u0131nda olan yerli \u00fcretim!! V\u00fccudunuza alaca\u011f\u0131n\u0131z \u015feylerin g\u00fcvenilir olmas\u0131 \u00f6nemlidir!&#8221;<\/li>\n\n\n\n<li>&#8220;G\u00fcnde \u00fc\u00e7 kaps\u00fcl olarak \u00f6nerilen bu \u00fcr\u00fcn, hijyenik ve \u00e7ok pratik bir \u015fekilde bireysel paketler halinde!&#8221;<\/li>\n<\/ul>\n\n\n\n<p>Bu payla\u015f\u0131mlar, \u015firket taraf\u0131ndan, \u00fc\u00e7\u00fcnc\u00fc bir taraf\u0131n talebi \u00fczerine yap\u0131lm\u0131\u015f oldu\u011funu a\u00e7\u0131klamadan, &#8220;Instagram&#8217;da pop\u00fclerlik kazan\u0131yor\u2934&#8221; gibi ifadelerle \u015firketin web sitesinde yay\u0131mlanm\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p>\u00dc\u00e7\u00fcnc\u00fc bir taraf\u0131n yapt\u0131\u011f\u0131 bu g\u00f6sterimler hakk\u0131nda, \u015firketin bu g\u00f6sterimleri talep etti\u011fini a\u00e7\u0131k\u00e7a belirtmemesi ve g\u00f6sterim i\u00e7eri\u011finin genel olarak t\u00fcketiciler i\u00e7in bir i\u015fletmenin g\u00f6sterimi oldu\u011funun a\u00e7\u0131k\u00e7a anla\u015f\u0131lmas\u0131n\u0131 sa\u011flamad\u0131\u011f\u0131ndan, bu g\u00f6sterimlerin &#8220;genel t\u00fcketicilerin i\u015fletmenin g\u00f6sterimi oldu\u011funu ay\u0131rt etmesinin zor oldu\u011fu&#8221; (gizli reklam bildirisi) olarak kabul edilebilecek g\u00f6sterimlere uygun oldu\u011fu belirtilmi\u015ftir.<\/p>\n\n\n\n<p>Referans: <a href=\"https:\/\/www.caa.go.jp\/notice\/entry\/039990\/\" target=\"_blank\" rel=\"noreferrer noopener\">T\u00fcketici Ajans\u0131 | Taisho \u0130la\u00e7 \u015eirketi&#8217;ne Y\u00f6nelik Hediye G\u00f6sterim Yasas\u0131 Kapsam\u0131nda Al\u0131nan \u00d6nlemler Hakk\u0131nda[ja]<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Japon_Hediye_Kartlari_ve_Odulleri_Gosterme_Yasasi_%E6%99%AF%E5%93%81%E8%A1%A8%E7%A4%BA%E6%B3%95_Kapsaminda_Belirlenen_Gizli_Reklam_%E3%82%B9%E3%83%86%E3%83%9E_Duzenlemelerinin_Cezai_Yaptirimlari\"><\/span>Japon Hediye Kartlar\u0131 ve \u00d6d\u00fclleri G\u00f6sterme Yasas\u0131 (\u666f\u54c1\u8868\u793a\u6cd5) Kapsam\u0131nda Belirlenen Gizli Reklam (\u30b9\u30c6\u30de) D\u00fczenlemelerinin Cezai Yapt\u0131r\u0131mlar\u0131<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Gizli reklam d\u00fczenlemelerine ayk\u0131r\u0131 davran\u0131lmas\u0131 durumunda, Japon T\u00fcketici Ajans\u0131&#8217;ndan (\u6d88\u8cbb\u8005\u5e81) bir d\u00fczeltme emri al\u0131nmas\u0131 m\u00fcmk\u00fcnd\u00fcr (Hediye Kartlar\u0131 ve \u00d6d\u00fclleri G\u00f6sterme Yasas\u0131 Madde 7). B\u00f6yle bir durumda, i\u015fletmenin ad\u0131 T\u00fcketici Ajans\u0131&#8217;n\u0131n web sitesi gibi platformlarda yay\u0131nlan\u0131r. Ayr\u0131ca, d\u00fczeltme emrine uyulmamas\u0131 halinde, iki y\u0131la kadar hapis cezas\u0131 veya 3 milyon yen (yakla\u015f\u0131k 300 bin TL) kadar para cezas\u0131 ya da her ikisinin bir arada uygulanmas\u0131 s\u00f6z konusu olabilir (ayn\u0131 yasan\u0131n 46. maddesi).<\/p>\n\n\n\n<p>D\u00fczeltme emrinin verildi\u011finin kamuoyuna duyurulmas\u0131, \u015firketlerin itibar\u0131n\u0131 ve imaj\u0131n\u0131 b\u00fcy\u00fck \u00f6l\u00e7\u00fcde zedeleyebilir. Burada bahsedilen iki \u00f6rnekte de, b\u00fcy\u00fck gazetelerde yer alarak, yasal etkilerin ve maddi zararlar\u0131n \u00f6tesinde, \u015firketin itibar\u0131na y\u00f6nelik olumsuz etkilerin b\u00fcy\u00fck oldu\u011fu g\u00f6r\u00fclm\u00fc\u015ft\u00fcr.<\/p>\n\n\n\n<p>Bu iki \u00f6rnekte verilen d\u00fczeltme emirlerinin i\u00e7eri\u011fi \u00f6zetle \u015fu \u00fc\u00e7 noktadayd\u0131:<\/p>\n\n\n\n<ul>\n<li>\u0130lgili g\u00f6sterimin Japon Hediye Kartlar\u0131 ve \u00d6d\u00fclleri G\u00f6sterme Yasas\u0131&#8217;na ayk\u0131r\u0131 oldu\u011funun genel t\u00fcketicilere a\u00e7\u0131k ve net bir \u015fekilde anlat\u0131lmas\u0131<\/li>\n\n\n\n<li>Yeniden ihlal ya\u015fanmamas\u0131 i\u00e7in \u00f6nlemlerin al\u0131nmas\u0131 ve bu \u00f6nlemlerin \u015firket y\u00f6neticileri ve \u00e7al\u0131\u015fanlar\u0131 aras\u0131nda geni\u015f \u00e7apta bilinir hale getirilmesi<\/li>\n\n\n\n<li>Gelecekte benzer g\u00f6sterimlerin yap\u0131lmamas\u0131<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Influencer_Pazarlamasinda_Dikkat_Edilmesi_Gereken_Noktalar\"><\/span>\u0130nfluencer Pazarlamas\u0131nda Dikkat Edilmesi Gereken Noktalar<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Burada tan\u0131t\u0131lan iki \u00f6rnek de, influencerlar\u0131n kullan\u0131ld\u0131\u011f\u0131 pazarlama kampanyalar\u0131na ili\u015fkin g\u00f6sterimlerle ilgilidir. \u0130lgili influencerlar, SNS ve benzeri platformlarda payla\u015f\u0131m yaparken, i\u00e7eri\u011fin &#8220;reklam&#8221; oldu\u011funu uygun bir \u015fekilde belirttikleri i\u00e7in herhangi bir sorun olu\u015fmam\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p>Fakat, s\u00f6z konusu influencerlar\u0131n payla\u015ft\u0131\u011f\u0131 i\u00e7erikler, \u015firket web sitesinde sanki \u00fc\u00e7\u00fcnc\u00fc \u015fah\u0131slar\u0131n yorumlar\u0131ym\u0131\u015f gibi yay\u0131nland\u0131\u011f\u0131nda, &#8220;t\u00fcketicilerin, i\u015fletmenin g\u00f6sterimini ay\u0131rt etmekte zorlanabilece\u011fi&#8221; gerek\u00e7esiyle, gizli pazarlama olarak t\u00fcketici ajans\u0131ndan d\u00fczenleme emri al\u0131nm\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p>Yani, hatta \u015firket web sitesi i\u00e7inde olsa bile, SNS payla\u015f\u0131mlar\u0131 i\u00e7in talep edilen &#8220;i\u015fletmenin g\u00f6sterimini&#8221;, t\u00fcketicinin g\u00f6r\u00fc\u015fleri veya yorumlar\u0131 gibi ele almak gizli pazarlamaya yol a\u00e7abilir.<\/p>\n\n\n\n<p>Bu, Japon ~Hediye G\u00f6sterim Yasas\u0131 ile ilgili kurallar\u0131n, reklam yarat\u0131c\u0131lar\u0131na da iyi bir \u015fekilde anlat\u0131lmas\u0131 ve i\u00e7selle\u015ftirilmesinin \u00f6nemli oldu\u011funu g\u00f6stermektedir. \u015eirket i\u00e7i y\u00f6nerge olu\u015fturma ve d\u00fczenli e\u011fitimler d\u00fczenleyerek, kurallar\u0131n anla\u015f\u0131lmas\u0131n\u0131 sa\u011flamak ve yasa de\u011fi\u015fikliklerine uyum sa\u011flamak \u00f6nerilir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ozet_Influencer_Pazarlamasinda_Avukatlarin_Hukuki_Kontrolu_Sarttir\"><\/span>\u00d6zet: Influencer Pazarlamas\u0131nda Avukatlar\u0131n Hukuki Kontrol\u00fc \u015eartt\u0131r<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Stealth pazarlama d\u00fczenlemeleri kapsam\u0131nda, Reiwa 5 (2023) y\u0131l\u0131n\u0131n Ekim ay\u0131nda y\u00fcr\u00fcrl\u00fc\u011fe giren d\u00fczenlemeler sonras\u0131nda yukar\u0131daki iki \u00f6rnek ele al\u0131nm\u0131\u015ft\u0131r. Influencer pazarlamas\u0131n\u0131n d\u0131\u015f\u0131nda, Japon T\u00fcketici Ajans\u0131&#8217;n\u0131n &#8220;Memnuniyet S\u0131ralamas\u0131nda No. 1&#8221; ifadesi gibi reklamlar \u00fczerinde k\u0131sa s\u00fcrede 10&#8217;dan fazla d\u00fczenleme yapm\u0131\u015f olmas\u0131, reklam ve benzeri g\u00f6sterimlerde dikkatli olunmas\u0131 gerekti\u011fini g\u00f6stermektedir.<\/p>\n\n\n\n<p>\u0130\u015fletmeler, operasyon standartlar\u0131n\u0131 g\u00f6z \u00f6n\u00fcnde bulundurarak, stealth pazarlama d\u00fczenlemelerine uygun reklamlar olu\u015fturmal\u0131d\u0131r. Reklam haz\u0131rl\u0131\u011f\u0131 s\u0131ras\u0131nda, planlama a\u015famas\u0131ndan itibaren, Japon Hediye Te\u015fhir Kanunu konusunda uzman avukatlar\u0131n hukuki kontrol\u00fcn\u00fcn sa\u011flanmas\u0131 hayati \u00f6nem ta\u015f\u0131maktad\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Hukuk_Buromuz_Tarafindan_Sunulan_Cozumler\"><\/span>Hukuk B\u00fcromuz Taraf\u0131ndan Sunulan \u00c7\u00f6z\u00fcmler<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Monolith Hukuk B\u00fcrosu, IT ve \u00f6zellikle internet ile hukukun her iki alan\u0131nda da zengin deneyime sahip bir hukuk firmas\u0131d\u0131r. Son y\u0131llarda, net reklamlarla ilgili yan\u0131lt\u0131c\u0131 ticari uygulamalar gibi Japon T\u00fcketici \u0130\u015fleri Ajans\u0131&#8217;n\u0131n (JCAA) d\u00fczenlemelerine ayk\u0131r\u0131l\u0131klar b\u00fcy\u00fck bir sorun haline gelmi\u015ftir ve yasal denetim ihtiyac\u0131 giderek artmaktad\u0131r. B\u00fcromuz, \u00e7e\u015fitli hukuki d\u00fczenlemeleri g\u00f6z \u00f6n\u00fcnde bulundurarak, reklam ve a\u00e7\u0131l\u0131\u015f sayfalar\u0131n\u0131n (LP) yasal denetimini, rehber olu\u015fturmay\u0131 ve benzeri hizmetleri sunmaktad\u0131r. A\u015fa\u011f\u0131daki makalede detaylar\u0131 bulabilirsiniz.<\/p>\n\n\n\n<p>Monolith Hukuk B\u00fcrosu&#8217;nun Uzmanl\u0131k Alanlar\u0131: <a href=\"https:\/\/monolith.law\/operationofmedia\" target=\"_blank\" rel=\"noreferrer noopener\">Makaleler ve LP&#8217;ler i\u00e7in Japon \u0130la\u00e7 ve T\u0131bbi Cihazlar Ajans\u0131 (PMDA) d\u00fczenlemeleri denetimi[ja]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Son y\u0131llarda, sosyal medyan\u0131n yayg\u0131nla\u015fmas\u0131yla birlikte influencer pazarlamas\u0131 giderek yayg\u0131nla\u015fm\u0131\u015ft\u0131r. Ancak, reklam oldu\u011funu gizleyerek \u00fcr\u00fcn veya hizmetleri tan\u0131tan &#8216;gizli pazarlama (stealth m [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":73701,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[30,24],"acf":[],"_links":{"self":[{"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/posts\/72460"}],"collection":[{"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/users\/32"}],"replies":[{"embeddable":true,"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/comments?post=72460"}],"version-history":[{"count":2,"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/posts\/72460\/revisions"}],"predecessor-version":[{"id":73702,"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/posts\/72460\/revisions\/73702"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/media\/73701"}],"wp:attachment":[{"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/media?parent=72460"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/categories?post=72460"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monolith.law\/tr\/wp-json\/wp\/v2\/tags?post=72460"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}