Abstract:

The prohibition and regulation of advertisements have been discussed throughout the advertising history. These prohibitions and regulations are implemented distinctively in different countries. In Türkiye, advertisements of products such as tobacco, alcohol and medicine are also limited in media. Before the latest regulations, alcoholic beverages are not permitted using television as an advertising medium; but now the frame of the restrictions are extended. These are the main causes of intention on searching new media. Therefore, social networks are the current solutions for advertising agencies. First, advertising regulations in Türkiye will be examined in this study. Afterwards, social media activities of Mey İçki, which has a great share in alcoholic beverages market, will be evaluated as case study. The aim of this research is to analyze the usage of social media as a new advertising medium for alcoholic beverages. Thus Mey İçki will be analyzed with its activities in social media.

Keywords: