Abstract:

Advertisement defined as “Any announcement or persuasive message placed in the mass media in paid or donated time or space by an identified individual, company, or organization.” by American Marketing Association. From the standpoint of consumer, advertising is important in terms of providing information about products and brands, enabling them to save time, and establishing dialogue between producers and consumers. In terms of businesses trying to exist in a highly competitive environment, advertising serves the purposes of moving ahead of competitors, increasing market share, or protecting existing share. Finally, advertising is also very important in terms of general economy. Demand is created or increased through advertising, by this way employment, production, diversity and quality are provided. The advertising idea that emerged as a result of shopping among people started as audio advertising first, and after the invention of printing press, printed advertisements started to appear. Finally, by means of increasingly developing technology and corresponding mass media; advertising activities are being carried out at every possible way today. The legal order has brought some regulations in place to ensure the rights and freedoms of both the advertiser and the consumer. It is a necessity to be subjected to control in order to be able to prevent the negative effects, with the importance of general audience guidance of the advertisements. In this context, basic principles of advertising, both national and international, have been set. The aim of these regulations is to protect both the consumer and fair competition. In this framework, various organizations in our country perform advertising control and apply certain sanctions. In this study, after the concept of advertising and its historical development are mentioned, the advertisements will be examined from a legal point of view, the institutions in our country will be introduced, and some sample decisions will be summarized.

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