Abstract:

In this study, advertisements aimed at consumer sensitivity to the environment, consumer protection and unfair competition conditions were examined. By examining relevant legislation, court decisions, Advertising Board decisions and self-audit board decisions, the conditions for the legal compliance of ads to environmental sensitivity have been revealed. The "Commercial Advertising and Improved Commercial Applications Regulations" contains rules relating to any kind of commercial advertising and improved commercial practice to the consumer. Article 17 of the Regulation contains the regulations on advertising that contains environmental declarations. This article states that advertising will not be made in a manner that "exploits consumers' sensitivity to the environment or the potential lack of information in this area." The source of this provision is Article D1 of the International Chamber of Commerce "Practical Principles of Advertising and Marketing Communication". The content that a advertisement carries to the consumer’s environmental sensitivity does not violate this advertisement; however, if the expressions used in the advertisement are the nature of abuse of sensitivity, it is considered to be illegal.

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