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Ticaret Bakanlığı , Reklam Kurulu tarafından tüketicileri aldatan, yanıltan ve istismar eden reklamlar ile haksız ticari faaliyetlere yönelik 11 ayda 92,5 milyon lira idari para cezası uygulandığını bildirdi.
Bakanlıktan yapılan açıklamaya göre, Reklam Kurulu, özellikle bu ay gerçekleştirilen ve "Efsane Kasım" , "Şahane Cuma" gibi isimlerle adlandırılan, çok sayıda üründe de çeşitli oranlarda indirimlerin yapılacağının ilan edildiği satış kampanyalarını yakından takip etti. Yapılan incelemelerde tüketicileri aldatan, yanıltan, gerçekte olduğundan daha fazla indirim yapılıyormuş algısı oluşturan indirimli satış reklamları ve uygulamaları hakkında idari yaptırımlar uygulandı.
Kurul gündemine intikal eden 16 indirimli satış dosyası hakkında durdurma cezası ile birlikte toplam 2,7 milyon lira idari para cezası uygulanmasına karar verildi.
Bu ay toplantıda görüşülen 176 dosyadaki hususlardan 153'ü mevzuata aykırı bulunurken söz konusu reklam ve ticari faaliyetler hakkında durdurma cezasıyla birlikte toplam 16,7 milyon lira idari para cezası kesildi.
TAKVİYE GIDALAR VE KOZMETİK ÜRÜNLER DE İNCELENDİ Ayrıca, mevsimsel değişikliklerle birlikte tüketici sağlığına yönelik dönemsel reklamların ön plana çıktığı görüldü. Takviye edici gıdalar ve kozmetik ürünler gibi doğrudan tüketicilerin kullanımına yönelik ürün reklamları da Kurul tarafından takip edilerek incelendi. Bu kapsamda, olası faydaları hakkında tüketicileri yanıltan, kamu sağlığını bozucu nitelikte, mevzuata aykırı bulunan reklamlar hakkında idari yaptırımlar uygulandı.
Kurul tarafından 11 ayda ise toplam 1838 dosya hakkında değerlendirmede bulunuldu. Bu alandaki aldatıcı reklam veya haksız ticari uygulama olduğu tespit edilen 1623 adet dosya hakkında durdurma cezasının yanı sıra toplam 92,5 milyon lira idari para cezası uygulanmasına karar verildi.
SÜPER KASIM İNDİRİMLERİ İÇİN HAREKETE GEÇİLDİ Öte yandan Kasım ayının gelişi ile birlikte e-ticaret devleri "şahane, efsane, süper, mükemmel" gibi reklamlarla vatandaşa bazı ürün gruplarında yüksek indirimler vaat ederken, indirimlerin gerçekliğini araştırmak için Ticaret Bakanlığı Reklam Kurulu harekete geçti. Kasım ayı başından bu yana Reklam Kurulu'na indirimlerle ilgili yüzlerce şikayet geldiği öğrenilirken, şikayetlerin büyük bölümünün Çinli Alibaba'nın sahibi olduğu e-ticaret firması hakkında olduğu öğrenildi. 14 Kasım'da toplanarak e-ticaretteki indirim reklamlarını masaya yatıran Kurul, "önce bindir, sonra indir" gibi yöntemlerle vatandaşı aldatan firmalara ağır cezalar uygulayacak. Ceza tebligatlarının bu hafta e-ticaret platformlarına gönderileceği öğrenilirken, Ticaret Bakanlığı da indirim yapılırken ürünün son 30 günlük fiyatından daha düşük fiyat sunulması konusunda firmaları uyardı.
YÜZLERCE ŞİKAYET GELDİ
Ticaret Bakanlığı Reklam Kurulu'na kasım ayı indirimleri kapsamında vatandaşlardan yüzlerce şikayet geldiği öğrenildi. Yüzde 70-80 gibi indirim vaatlerinin gerçeği yansıtmadığını, indirim uygulandığı iddia edilen bazı ürünlerin fiyatının ekim ayında da aynı olduğu şikayetlerde dile getirilirken, yapılan şikayetlerin büyük çoğunluğunun e-ticaret piyasasında hakim konumda bulunan Çinli Alibaba'ya ait e-ticaret platformu Trendyol hakkında gerçekleştiği öğrenildi. Reklam Kurulu 14 Kasım'da toplanarak indirimlerin gerçek olup olmadığını araştırdı. Gerçek olmayan indirimler tespit eden Kurul, önümüzdeki günlerde ceza tebligatlarını e-ticaret firmalarına ulaştıracak.
GEÇEN YIL 3.7 MİLYON LİRA CEZA KESİLMİŞTİ
Reklam Kurulu dönemsel olarak "Efsane, şahane indirimler" gibi adlarla yapılan indirimli satış reklamlarına yönelik geçtiğimiz yıl 20 dosyaya ilişkin yaklaşık 3,7 milyon lira idari para cezası uygulanmasını kararlaştırmıştı. Kurul bu yılda yaptığı toplantı neticesinde gerçek olmayan indirimlerle vatandaşı aldatan e-ticaret firmalarına ceza yağdıracak.
TİCARET BAKANLIĞI FİRMALARI UYARDI
Ticaret Bakanlığı indirimli satış, kampanya ve uygulamalarında bulunan satıcılara yaptığı uyarıda ise, "İndirimli satışların başlangıç ve bitiş tarihleri ile indirimli olarak satışa sunulan mal veya hizmetin miktarı sınırlı ise bu miktar açık ve anlaşılır bir biçimde belirtilmeli. Hangi mal veya hizmetlerin indirimli satışa konu edileceği veya ne kadar indirim uygulanacağı hususlarında anlam karışıklığına yol açarak tüketicileri yanıltabilecek veya gerçekte olduğundan daha fazla indirim uygulanıyormuş izlenimi oluşturacak ifade veya görüntülere yer verilmemeli. Yapılan indirimin miktarı veya oranı hesaplanırken, indirimli fiyattan bir önceki fiyat esas alınmalı. İndirimli satışa konu edilen mal veya hizmetlerin fiyatında indirimin uygulandığı tarihten önceki otuz gün içinde uygulanan en düşük fiyat esas alınmalı. Fiyatın geçerliliği ile ilgili bir süre veya stok sınırı var ise, bu süre ve stok miktarı reklamlarda açıkça belirtilmeli" değerlendirmesinde bulundu.
FAHİŞ FİYATLI ÜRÜNLER SATAN İŞLETME KAPATILACAK Öte yandan bakanlık, fahiş fiyat ve stokçulukla mücadelede için yeni bir dönem hazırlığında.
Bolat, ilerleyen zamanda çıkacak torba yasada bu konudaki cezaların daha da artırılacağını vurguladı.
Fahiş fiyat artışının yapıldığı işletmelere sadece ceza verilmeyecek. İşletmelerin belirli süre kapatılması da mümkün olacak.
DÜZENLEME YENİ YILDA HAYATA GEÇECEK Düzenlemenin yeni yılla birlikte Türkiye Büyük Millet Meclisi'ne sevk edilmesi bekleniyor.