Özet:

Nowadays, advertisers who want to reach more consumers due to the intensive use of social media tools have started to cooperate with people called “influencer” who are active on social media and can influence the buying behavior of their followers by their shares; this situation has led to the birth of a new sector known as “influencer marketing”. Although supervision of advertising activities that carry out through social media is quite difficult, this situation does not change the requirement of having proper structure for consumer legislation as a result of relation between the actors of the sector as advertiser and the influencer. In particular, this kind of ads must be understandable and perceptible for the consumers. In case of non-compliance with this requirement, the problem of ban on covert advertising will be raised. In this study, firstly, the information about the legal nature of advertising practices of influencer marketing will be given and then the institution of prohibition of the convert advertising will be mentioned. Then, the nature of the ban on covert advertising that put out by the influencers will be examined. After that, the study will be finally concluded by considering the issue of how covert influencer ads are subject to administrative supervision.

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