{"id":8614,"date":"2021-05-07T17:20:53","date_gmt":"2021-05-07T14:20:53","guid":{"rendered":"https:\/\/unite.ad\/blog\/?p=8614"},"modified":"2021-05-10T17:17:01","modified_gmt":"2021-05-10T14:17:01","slug":"yasal-influencer-is-birlikleri-nasil-yapilir","status":"publish","type":"post","link":"https:\/\/unite.ad\/blog\/yasal-influencer-is-birlikleri-nasil-yapilir\/","title":{"rendered":"Influencer \u0130\u015f Birliklerine Y\u00f6nelik K\u0131lavuz Yay\u0131nland\u0131!"},"content":{"rendered":"\n<p>Bir s\u00fcredir reklam verenlerin, influencer ve i\u00e7erik \u00fcreticilerinin bekledi\u011fi, zaman zaman yorum ve \u00f6neri toplanan &#8220;<strong>Sosyal Medya Etkileticileri Taraf\u0131ndan Yap\u0131lan Ticari Reklam ve Haks\u0131z Ticari Uygulamalar Hakk\u0131nda K\u0131lavuz<\/strong>&#8221; Ticaret Bakanl\u0131\u011f\u0131 taraf\u0131ndan yay\u0131nland\u0131.<\/p>\n\n\n\n<p>\u00d6ncelikle k\u0131lavuzun yay\u0131nlanma haber sayfas\u0131na ula\u015fmak isterseniz <strong><a href=\"https:\/\/tik.lol\/ootYh\" target=\"_blank\" rel=\"noreferrer noopener\">buraya<\/a><\/strong>, k\u0131lavuzu indirmek isterseniz <strong><a href=\"https:\/\/tik.lol\/KtXcE\" target=\"_blank\" rel=\"noreferrer noopener\">buraya<\/a><\/strong> t\u0131klayabilirsiniz.<\/p>\n\n\n\n<p>K\u0131lavuzun detaylar\u0131na ge\u00e7meden \u00f6nce belirtmekte fayda var. Belge de bahsedilen sosyal medya etkileyicisi tan\u0131m\u0131; sosyal medya hesab\u0131 \u00fczerinden kendisine veya reklam verene ait bir mal veya hizmetin sat\u0131\u015f\u0131n\u0131 ya da kiralanmas\u0131n\u0131 sa\u011flamak, hedef kitleyi olu\u015fturanlar\u0131 bilgilendirmek veya ikna etmek amac\u0131yla pazarlama ileti\u015fiminde bulunan ki\u015fi olarak tan\u0131mlan\u0131yor. Yani asl\u0131nda <strong>influencer<\/strong> kelimesinin resmi olarak Ticaret Bakanl\u0131\u011f\u0131 taraf\u0131ndan tan\u0131nm\u0131\u015f kar\u015f\u0131l\u0131\u011f\u0131: <strong>Sosyal Medya Etkileyicisi<\/strong>.<\/p>\n\n\n\n<p>K\u0131lavuzun y\u00f6nlendirmesi ile bug\u00fcn itibari ile yap\u0131lacak t\u00fcm influencer i\u015f birliklerinin nas\u0131l olmas\u0131 gerekti\u011fine hep beraber bakal\u0131m.<\/p>\n\n\n\n<h2>\u00d6ncelikle, temel ilkeler:<\/h2>\n\n\n\n<ul><li>Sosyal medya etkileyicisi arac\u0131l\u0131\u011f\u0131yla yap\u0131lan reklamlar\u0131n, a\u00e7\u0131k ve anla\u015f\u0131l\u0131r \u015fekilde ifade edilmesi ve ay\u0131rt edilebilir olmas\u0131 zorunlu k\u0131l\u0131nd\u0131. Bu arada belirtelim hali haz\u0131rda zaten her t\u00fcrl\u00fc ileti\u015fim arac\u0131nda oldu\u011fu gibi sosyal medyada da sesli, yaz\u0131l\u0131 ve g\u00f6rsel olarak<strong> \u00f6rt\u00fcl\u00fc reklam<\/strong> yap\u0131lmas\u0131 yasak durumdayd\u0131.<\/li><li>Reklam verenden maddi kazan\u00e7 ve\/veya \u00fccretsiz ya da indirimli mal veya hizmet gibi faydalar\u0131n sa\u011fland\u0131\u011f\u0131 payla\u015f\u0131mlarda, influencer-i\u00e7erik \u00fcreticisi taraf\u0131ndan bu durumun, ticari reklam ili\u015fkisinin ger\u00e7ekle\u015fti\u011fi platforma ba\u011fl\u0131 olarak a\u015fa\u011f\u0131da bahsedece\u011fimiz ifadelerden en az birisi ile a\u00e7\u0131k\u00e7a belirtilmesi zorunlu hale geldi.<\/li><li><strong>Yap\u0131lacak payla\u015f\u0131mlarda, ticari reklam ili\u015fkisinin bildirilmesi i\u00e7in kullan\u0131lacak olan ifadelerin y\u00f6nlendirmesi de \u015fu \u015fekilde:<\/strong><ul><li>Payla\u015f\u0131m i\u00e7inde kullan\u0131lan renklerden ve arka fondan ay\u0131rt edilebilir nitelikte ve kolayl\u0131kla okunabilir b\u00fcy\u00fckl\u00fckte olmal\u0131d\u0131r.<\/li><li>T\u00fcketicilerin payla\u015f\u0131mla ilk kar\u015f\u0131la\u015ft\u0131klar\u0131 anda ba\u015fka bir \u015fey yapmalar\u0131na gerek kalmadan payla\u015f\u0131m\u0131n ticari reklam oldu\u011fu anla\u015f\u0131lacak bi\u00e7imde ve konumda belirtilmelidir.<\/li><li>Payla\u015f\u0131mda ba\u015fka etiket veya a\u00e7\u0131klamalara yer verilmesi durumunda, bu etiket veya a\u00e7\u0131klamalar aras\u0131nda g\u00f6r\u00fcnebilir \u015fekilde belirtilmelidir.<\/li><li>Payla\u015f\u0131m\u0131n yer ald\u0131\u011f\u0131 mecran\u0131n ara y\u00fcz ve teknik \u00f6zellikleri de dikkate al\u0131narak t\u00fcketiciler taraf\u0131ndan ilk bak\u0131\u015fta fark edilebilecek bi\u00e7imde sunulmal\u0131d\u0131r.<\/li><\/ul><\/li><\/ul>\n\n\n\n<h3>K\u0131lavuz ile birlikte, yap\u0131lacak ticari reklam i\u015f birli\u011finin kural sistemi de netle\u015fti. Bu kurallar ise \u015funlar:<\/h3>\n\n\n\n<ul><li>Hen\u00fcz deneyiminin bulunmad\u0131\u011f\u0131 bir mal veya hizmete ili\u015fkin, t\u00fcketiciler nezdinde o mal veya hizmeti onaylayacak ya da deneyimledi\u011fi alg\u0131s\u0131 yaratacak \u015fekilde <strong>ticari reklam amac\u0131yla payla\u015f\u0131mda bulunamaz.<\/strong><\/li><li>\u0130lgili mevzuat\u0131na ayk\u0131r\u0131 olacak \u015fekilde bir mal veya hizmete ili\u015fkin <strong>sa\u011fl\u0131k beyan\u0131nda<\/strong> bulunamaz.<\/li><li>Bir mal veya hizmete ili\u015fkin <strong>nesnel, \u00f6l\u00e7\u00fclebilir, say\u0131sal verilere dayanmayan<\/strong> ve <strong>ispat\u0131 m\u00fcmk\u00fcn olmayan bilimsel ara\u015ft\u0131rma ve test sonu\u00e7lar\u0131<\/strong> hakk\u0131nda iddialarda bulunamaz.<\/li><li><strong>Doktor, di\u015f hekimi, veteriner hekim ve eczac\u0131lar<\/strong> ile <strong>sa\u011fl\u0131k kurulu\u015flar\u0131 taraf\u0131ndan sunulan<\/strong> mal veya hizmetlere y\u00f6nlendirmede bulunamaz, bu mal veya hizmetlerin tan\u0131t\u0131m\u0131n\u0131 yapamaz.<\/li><li>Kendisine reklam veren taraf\u0131ndan <strong>hediye edilmi\u015f bir mal veya hizmeti<\/strong> <strong>kendisinin sat\u0131n ald\u0131\u011f\u0131<\/strong> izlenimi olu\u015fturamaz.<\/li><li>Bir mal veya hizmetin ticari reklam\u0131na ili\u015fkin herhangi bir reklam verenden maddi kazan\u00e7 ve\/veya \u00fccretsiz ya da indirimli mal veya hizmet gibi faydalar sa\u011flad\u0131\u011f\u0131 <strong>s\u00fcre boyunca kendisinin sadece bir t\u00fcketici oldu\u011fu izlenimi olu\u015fturamaz.<\/strong><\/li><li>Herhangi bir mal\u0131n ticari reklam\u0131nda,<strong> efekt veya filtreleme uygulamalar\u0131n\u0131 kullanmas\u0131 durumunda<\/strong> g\u00f6r\u00fcnt\u00fcn\u00fcn <strong>filtrelendi\u011fini a\u00e7\u0131k\u00e7a belirtir<\/strong>.<\/li><li>Sosyal medya arac\u0131l\u0131\u011f\u0131yla bir mal ve\/veya hizmet hakk\u0131nda ileti\u015fim kurmak i\u00e7in sistematik olarak <strong>sahte veya var olmayan kimlikleri toplu olarak olu\u015fturamaz<\/strong> ve\/veya kullanamaz.<\/li><\/ul>\n\n\n\n<p><strong>K\u0131lavuz \u00e7e\u015fitli kullan\u0131m alanlar\u0131n\u0131 da kendi i\u00e7erisinde ayr\u0131\u015ft\u0131rm\u0131\u015f. Video, foto\u011fraf ya da yaz\u0131l\u0131 payla\u015f\u0131mlar, podcast, k\u0131sa s\u00fcreli payla\u015f\u0131mlar (Instagram Stories gibi) olarak kurallar ayr\u0131ca belirlenmi\u015f. Bu kurallara g\u00f6z atal\u0131m.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-cmsmasters-blog-trending-thumb\"><img loading=\"lazy\" width=\"580\" height=\"215\" src=\"https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/video-etkileyici-yayinci-580x215.jpg\" alt=\"\" class=\"wp-image-8622\"\/><\/figure><\/div>\n\n\n\n<h3>Video Payla\u015f\u0131m Mecralar\u0131 (YouTube ve Instagram&#8217;da yap\u0131lan reklamlar)<\/h3>\n\n\n\n<p>Youtube, Instagram TV, Facebook v.b. video payla\u015f\u0131mlar\u0131n\u0131n yap\u0131ld\u0131\u011f\u0131 mecralarda ve <a href=\"https:\/\/unite.ad\/blog\/instagram-live-rooms-nasil-kullanilir\/\"><strong>canl\u0131 yay\u0131n niteli\u011findeki<\/strong> <\/a>yay\u0131nlarda a\u015fa\u011f\u0131daki kurallara dikkat etmek gerekiyor:<\/p>\n\n\n\n<ul><li><strong>Video i\u00e7inde s\u00fcrekli olarak<\/strong> veya <strong>videonun ba\u015fl\u0131\u011f\u0131nda<\/strong> ya da <strong>a\u00e7\u0131klama k\u0131sm\u0131nda<\/strong> veya <strong>ilgili reklam\u0131n ge\u00e7ece\u011fi b\u00f6l\u00fcm\u00fcn ba\u015f\u0131nda<\/strong> t\u00fcketicileri <strong>\u201cdaha fazla oku\u201d<\/strong> gibi bir alan\u0131 t\u0131klamak zorunda <strong>b\u0131rakmadan<\/strong> yaz\u0131l\u0131 ve s\u00f6zl\u00fc olarak a\u015fa\u011f\u0131da belirtilen a\u00e7\u0131klamalardan en az birine yer verilmesi gerekir:<ul><li>\u201cBu video <strong>[reklam veren]<\/strong> reklamlar\u0131n\u0131 i\u00e7ermektedir.\u201d<\/li><li>\u201cBu video,<strong> [reklam veren]<\/strong> ile \u00fccretli i\u015fbirli\u011fini i\u00e7ermektedir.\u201d<\/li><li>\u201c<strong>[Reklam veren]<\/strong>\u2019in destekleri ile.\u201d<\/li><li>\u201cBu \u00fcr\u00fcnleri <strong>[reklam verenden]<\/strong> hediye olarak ald\u0131m.\u201d<\/li><li>\u201c\u00dcr\u00fcnleri bana g\u00f6nderdi\u011fi i\u00e7in <strong>[reklam verene]<\/strong> te\u015fekk\u00fcrler.\u201d<\/li><\/ul><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-cmsmasters-blog-trending-thumb\"><img loading=\"lazy\" width=\"580\" height=\"215\" src=\"https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/fotograf-etkileyici-yayinci-580x215.jpg\" alt=\"\" class=\"wp-image-8624\"\/><\/figure><\/div>\n\n\n\n<h3>Foto\u011fraf ve Mesaj Payla\u015f\u0131m Mecralar\u0131 (Instagram, Facebook, Twitter v.b. mecralar\u0131nda yap\u0131lan reklamlar)<\/h3>\n\n\n\n<ul><li><a href=\"https:\/\/unite.ad\/blog\/2020-instagram-influencer-marketing-trendleri\/\">Instagram<\/a>, Facebook, Twitter gibi foto\u011fraf ve mesaj payla\u015f\u0131m mecralar\u0131nda payla\u015f\u0131lan <strong>foto\u011fraf\u0131n ve\/veya mesaj\u0131n i\u00e7inde<\/strong> ya da <strong>alt\u0131nda<\/strong> veya <strong>a\u00e7\u0131klamalar\u0131nda<\/strong> reklam verene ili\u015fkin ad, marka, ticaret unvan\u0131 gibi tan\u0131t\u0131c\u0131 bilgilerden herhangi biriyle birlikte a\u015fa\u011f\u0131da belirtilen etiketlerden ya da a\u00e7\u0131klamalardan <strong>en az birine yer verilir:<\/strong><ul><li>#Reklam<\/li><li>#Reklam\/Tan\u0131t\u0131m<\/li><li>#Sponsor<\/li><li>#\u0130\u015fbirli\u011fi<\/li><li>#Ortakl\u0131k<\/li><li>\u201c@[Reklam veren] ile i\u015fbirli\u011fi\u201d<\/li><li>\u201c@[Reklam veren] taraf\u0131ndan sa\u011fland\u0131.\u201d<\/li><li>\u201c@[Reklam veren] taraf\u0131ndan hediye olarak al\u0131nd\u0131.\u201d<\/li><\/ul><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-cmsmasters-blog-trending-thumb\"><img loading=\"lazy\" width=\"580\" height=\"215\" src=\"https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/podcast-etkileyici-yayinci-580x215.jpg\" alt=\"\" class=\"wp-image-8626\"\/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h3>Podcast Yay\u0131nlar\u0131<\/h3>\n\n\n\n<ul><li>Podcast arac\u0131l\u0131\u011f\u0131yla yap\u0131lan reklamlarda yay\u0131n\u0131n ba\u015f\u0131nda, ortas\u0131nda ve sonunda, yaz\u0131l\u0131 ve s\u00f6zl\u00fc olarak a\u015fa\u011f\u0131da belirtilen a\u00e7\u0131klamalardan en az birine yer verilir:<ul><li>\u201cBu podcast, [reklam veren] hakk\u0131nda reklam i\u00e7erir.\u201d<\/li><li>\u201cBu podcast, [reklam veren] ile \u00fccretli bir i\u015fbirli\u011finden olu\u015fmaktad\u0131r.\u201d<\/li><li>\u201c[Reklam veren]\u2019in destekleri ile.\u201d<\/li><li>\u201c\u00dcr\u00fcnleri (podcastimde bahsetti\u011fim) [reklam verenden] hediye olarak ald\u0131m.\u201d<\/li><\/ul><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-cmsmasters-blog-trending-thumb\"><img loading=\"lazy\" width=\"580\" height=\"215\" src=\"https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/kisa-sureli-580x215.jpg\" alt=\"\" class=\"wp-image-8628\"\/><\/figure><\/div>\n\n\n\n<h3>K\u0131sa S\u00fcreli -Instagram Stories v.b.- Yay\u0131nlar (<strong>Hikayeler format\u0131nda&nbsp; yap\u0131lan reklamla<\/strong>r)<\/h3>\n\n\n\n<ul><li>Snapchat ve Instagram hik\u00e2yeleri gibi i\u00e7eri\u011fin yaln\u0131zca k\u0131sa s\u00fcreli\u011fine g\u00f6r\u00fclebildi\u011fi reklamlarda, payla\u015f\u0131m s\u00fcresince reklam verene ili\u015fkin ad, marka, ticaret unvan\u0131 gibi tan\u0131t\u0131c\u0131 bilgilerden herhangi biri ile birlikte a\u015fa\u011f\u0131da belirtilen etiketlerden ya da a\u00e7\u0131klamalardan en az birine yer verilir:<ul><li>#Reklam<\/li><li>#Reklam\/Tan\u0131t\u0131m<\/li><li>#Sponsor<\/li><li>#\u0130\u015fbirli\u011fi<\/li><li>#Ortakl\u0131k<\/li><li>\u201c@[Reklam veren] ile i\u015fbirli\u011fi\u201d<\/li><li>\u201c@[Reklam veren] taraf\u0131ndan sa\u011fland\u0131.\u201d<\/li><li>\u201c@[Reklam veren] taraf\u0131ndan hediye olarak al\u0131nd\u0131.\u201d<\/li><\/ul><\/li><\/ul>\n\n\n\n<p>Buraya kadar bahsetti\u011fimiz k\u0131s\u0131m <strong>etkileyici yay\u0131nc\u0131lar<\/strong> yani influencer sorumlulu\u011funda olan ve onlar\u0131n payla\u015f\u0131mlar\u0131nda dikkat etmeleri gereken k\u0131s\u0131md\u0131. <strong>Bu i\u015fin bir de reklamveren ve ajanslar\u0131n sorumlulu\u011funda olan k\u0131s\u0131mlar\u0131 var.<\/strong> \u015eimdi biraz onlardan bahsedelim.<\/p>\n\n\n\n<h3>Reklam Verenlerin Sorumluluklar\u0131<\/h3>\n\n\n\n<p>K\u0131lavuzda detaylar\u0131 belirtilen maddelerden bahsetmeden \u00f6nce k\u0131saca bahsetmek gerekirse, yukar\u0131da belirtti\u011fimiz <strong>influencer\u0131n<\/strong> uymas\u0131 gereken sorumluluklar\u0131n bilgilendirilmesi, k\u0131lavuz dahil t\u00fcm kanun ve y\u00f6netmeliklere uyulmas\u0131n\u0131n sa\u011flanmas\u0131n\u0131 reklam verenin sorumlulu\u011funa veriyor k\u0131lavuz.<\/p>\n\n\n\n<ul><li>Sosyal medya etkileyicilerini bu K\u0131lavuz h\u00fck\u00fcmleri hakk\u0131nda bilgilendirmek,<\/li><li>Sosyal medya etkileyicilerinin, <strong>6502 say\u0131l\u0131 Kanun, Y\u00f6netmelik<\/strong> ve bu <strong>K\u0131lavuz<\/strong> d\u00e2hil olmak \u00fczere ilgili kanun ve y\u00f6netmeliklere uymas\u0131n\u0131 istemek,<\/li><li>Reklam veren taraf\u0131ndan sosyal medya etkileyicilerinin \u00fc\u00e7\u00fcnc\u00fc \u015fah\u0131slar\u0131 kullanmas\u0131na izin verildi\u011fi durumlarda, sosyal medya etkileyicilerinin \u00fc\u00e7\u00fcnc\u00fc \u015fah\u0131slar\u0131n da belirtilen y\u00fck\u00fcml\u00fcl\u00fcklere uymas\u0131 gerekti\u011fine dikkat \u00e7ekmek,<\/li><li>Sosyal medya etkileyicilerinin y\u00fck\u00fcml\u00fcl\u00fcklerini yerine getirmesi i\u00e7in \u00e7aba g\u00f6stermek ve ihlallere kar\u015f\u0131 \u00f6nlem almak ile sorumludur.<\/li><\/ul>\n\n\n\n<p><strong>Bu arada sadece influencer de\u011fil reklam verenler ve ajanslar\u0131n \u00f6zellikle dikkat etmesi gereken 2 k\u0131s\u0131m var:<\/strong><\/p>\n\n\n\n<ul><li>Reklam veren, sosyal medya etkileyicilerinin kendi sorumlulu\u011fu oldu\u011fu gerek\u00e7esine dayanarak, birinci f\u0131krada belirtilen y\u00fck\u00fcml\u00fcl\u00fcklerden ka\u00e7\u0131namaz.<\/li><li>Reklam verenin birinci ve ikinci f\u0131krada belirtilen y\u00fck\u00fcml\u00fcl\u00fcklere uygun hareket etti\u011fini ispatlamas\u0131 durumunda, sosyal medya etkileyicilerinin kurallara uymas\u0131n\u0131 sa\u011flamak ad\u0131na kendisinden makul olarak beklenebilecek en iyi \u00e7abay\u0131 g\u00f6sterdi\u011fi kabul edilir.<\/li><\/ul>\n\n\n\n<p><strong>K\u0131lavuz son h\u00fck\u00fcmleri ve y\u00f6nlendirmesi ile \u015fu \u015fekilde tamamlan\u0131yor:<\/strong><\/p>\n\n\n\n<ul><li><strong>Reklam verenler, reklam ajanslar\u0131 ve mecra kurulu\u015fu olarak sosyal medya etkileyicilerinin her biri<\/strong>, bu K\u0131lavuz maddelerine uyum konusunda <strong>ayr\u0131 ayr\u0131 sorumludur<\/strong>.<\/li><li><strong>6502 say\u0131l\u0131 Kanunun 61 inci ve 62 nci maddelerine, Y\u00f6netmeli\u011fe<\/strong> ve bu <strong>K\u0131lavuza<\/strong> uygun olmayan reklam\u0131n veya ticari uygulaman\u0131n daha sonra d\u00fczeltilmesi veya telafi edilmesi reklam verenin veya ticari uygulamada bulunan\u0131n tespit edilen ayk\u0131r\u0131l\u0131\u011fa<strong> ili\u015fkin sorumlulu\u011funu ortadan kald\u0131rmaz.<\/strong><\/li><li>Bu K\u0131lavuz h\u00fck\u00fcmleri, <strong>6502 say\u0131l\u0131 Kanun h\u00fck\u00fcmlerine ve Y\u00f6netmeli\u011fin \u00f6rt\u00fcl\u00fc reklamlara ili\u015fkin h\u00fck\u00fcmlerine<\/strong> ayk\u0131r\u0131 \u015fekilde yorumlanamaz ve uygulanamaz.<\/li><\/ul>\n\n\n\n<h3>\u015eimdi gelelim yorumlara,<\/h3>\n\n\n\n<div class=\"wp-block-image is-style-rounded\"><figure class=\"alignleft size-thumbnail\"><img loading=\"lazy\" width=\"150\" height=\"150\" src=\"https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/Arman_ACAR-1-150x150.jpg\" alt=\"\" class=\"wp-image-8665\" srcset=\"https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/Arman_ACAR-1-150x150.jpg 150w, https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/Arman_ACAR-1-300x300.jpg 300w, https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/Arman_ACAR-1-360x360.jpg 360w, https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/Arman_ACAR-1-580x580.jpg 580w, https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/Arman_ACAR-1.jpg 590w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><figcaption><strong>Arman ACAR<\/strong><br>Unite.ad<\/figcaption><\/figure><\/div>\n\n\n\n<p>K\u0131lavuzda belirtilmeyen ve maalesef a\u00e7\u0131k kalm\u0131\u015f olan detaylar var. <strong>Affiliate<\/strong> yani gelir ortakl\u0131\u011f\u0131 ile yap\u0131lan i\u015f birliklerinde nas\u0131l hareket edilmesi gerekti\u011fi direkt belirtilmemi\u015f. <strong>Influencer<\/strong> affiliate i\u015f birliklerinin b\u00fcy\u00fck k\u0131sm\u0131n\u0131n Instagram Stories v.b. k\u0131sa s\u00fcreli payla\u015f\u0131mlar kategorisinden ger\u00e7ekle\u015fti\u011fini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fczde, orada kullan\u0131lmas\u0131 gereken bildirim etiketleri maalesef yap\u0131lan i\u015fi kar\u015f\u0131lam\u0131yor. Direkt reklam olmad\u0131\u011f\u0131 ya da bir ortakl\u0131k tam olarak s\u00f6z konusu olmad\u0131\u011f\u0131 i\u00e7in, k\u0131lavuzu baz al\u0131rsak en uygun etiket <strong>#isbirli\u011fi<\/strong> gibi duruyor.<\/p>\n\n\n\n<p>Yine ayn\u0131 \u015fekilde k\u0131lavuzda a\u00e7\u0131k bir \u015fekilde i\u015f birli\u011fini duyurma imkan\u0131 olan mecralardan bahsedilmemi\u015f. \u00d6rne\u011fin Instagram&#8217;\u0131n kendi i\u00e7erisinde &#8220;\u00fccretli ortakl\u0131k&#8221; duyurma se\u00e7ene\u011fi var. &#8220;[Reklam Veren \u0130le \u00dccretli Ortakl\u0131k] \u015feklinde payla\u015f\u0131m yapan ki\u015finin direkt ad\u0131n\u0131n alt\u0131nda olan ve g\u00f6ze \u00e7arpan otomatik bir ibare. Bunun kullan\u0131m\u0131 k\u0131lavuzda bahsedilmiyor fakat bu kullan\u0131m k\u0131lavuzun yapt\u0131\u011f\u0131 y\u00f6nlendirmelere uygun de\u011fil. Bu sebepler <strong>branded content<\/strong> se\u00e7enekleri aktif olsa da k\u0131lavuzun y\u00f6nlendirmelerine uymak gerekiyor.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div class=\"wp-block-image is-style-rounded\"><figure class=\"alignleft size-thumbnail\"><img loading=\"lazy\" width=\"150\" height=\"150\" src=\"https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/Sinem_ACAR-150x150.jpg\" alt=\"\" class=\"wp-image-8676\" srcset=\"https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/Sinem_ACAR-150x150.jpg 150w, https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/Sinem_ACAR-300x300.jpg 300w, https:\/\/unite.ad\/blog\/wp-content\/uploads\/2021\/05\/Sinem_ACAR.jpg 355w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><figcaption><strong>Sinem ACAR<\/strong><br>Unite.ad <\/figcaption><\/figure><\/div>\n\n\n\n<p>Ge\u00e7timiz d\u00f6nemde influencer payla\u015f\u0131mlar\u0131nda <strong>#i\u015fbirli\u011fi<\/strong> etiketli payla\u015f\u0131mlar dalga dalga yay\u0131lm\u0131\u015ft\u0131. K\u0131lavuz ile gelen d\u00fczenleme bir s\u00fcredir bizlerin de  bekledi\u011fimiz bir \u015feydi. Ancak affiliate ya da platformlar\u0131n kendi \u201c\u00fccretli ortakl\u0131k\u201d \u201csponsorlu i\u00e7erik\u201d gibi tagleri konular\u0131nda baz\u0131 eksikleri var, onlar\u0131n da k\u0131sa zamanda giderilece\u011fini d\u00fc\u015f\u00fcn\u00fcyorum.<br><br>Art\u0131k markalar\u0131n da briefleri haz\u0131rlarken, payla\u015f\u0131mlar\u0131 planlarken, bu kurallara g\u00f6re hareket etmesi gerekecek. Bu anlamda yap\u0131lan reklam\u0131 belirtir ifadenin g\u00f6r\u00fcn\u00fcr ve anla\u015f\u0131l\u0131r \u015fekilde eklenmesi, deneyimlenmemi\u015f mal ve hizmetin deneyimlenmi\u015f gibi g\u00f6sterilmesi, sa\u011fl\u0131k beyan\u0131nda bulunma, ispat\u0131 m\u00fcmk\u00fcn olmayan bilimsel veriye yer verilmesi, hediye edilmi\u015f \u00fcr\u00fcn\u00fcn sat\u0131n al\u0131nm\u0131\u015f gibi anlat\u0131lmas\u0131 ve influencer\u0131n kendisini sadece bir t\u00fcketici olarak konumland\u0131rmas\u0131 gibi konularda, briefi olu\u015fturan ve ileti\u015fimi planlayan markalar\u0131n da bu bilin\u00e7le hareket etmeleri gerekecek. \u00c7\u00fcnk\u00fc k\u0131lavuz bu kurallara uyulmas\u0131 konusunda markalar\u0131, influencerlar\u0131 bilgilendirmek ve uygulanmas\u0131n\u0131 sa\u011flamak konusunda ayn\u0131 derecede sorumlu tutuyor. Bu anlamda markalar\u0131n influencerlarla yapt\u0131klar\u0131 \u00e7al\u0131\u015fmalarda \u00e7ok daha dikkatli olmalar\u0131 gerekecek gibi duruyor. <br><br>K\u0131lavuz t\u00fcm bunlar\u0131n yan\u0131nda Doktor, di\u015f hekimi, veteriner hekim ve eczac\u0131lar&nbsp;ile&nbsp;sa\u011fl\u0131k kurulu\u015flar\u0131 taraf\u0131ndan sunulan&nbsp;mal veya hizmetler konusunda da bir k\u0131s\u0131tlamaya gitmi\u015f ve bu mal ve hizmetlerin tan\u0131t\u0131m\u0131n\u0131n yap\u0131lamayaca\u011f\u0131n\u0131 ifade etmi\u015f durumda. Influencerlar\u0131n barter ile bu tarz \u00e7al\u0131\u015fmalar yapt\u0131klar\u0131n\u0131 biliyoruz ve bu durumun sonu\u00e7lar\u0131n\u0131 da hep birlikte g\u00f6rece\u011fiz.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bir s\u00fcredir reklam verenlerin, influencer ve i\u00e7erik \u00fcreticilerinin bekledi\u011fi, zaman zaman yorum ve \u00f6neri toplanan &#8220;Sosyal Medya Etkileticileri Taraf\u0131ndan Yap\u0131lan Ticari Reklam ve Haks\u0131z Ticari &hellip; <\/p>\n","protected":false},"author":1,"featured_media":8620,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1,6,8],"tags":[121,122,123,113,112,124,117,118,127,119,120,21,114,115,126,116,125],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.2.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Influencer \u0130\u015f Birliklerine Y\u00f6nelik K\u0131lavuz Yay\u0131nland\u0131! - Unite.ad<\/title>\n<meta name=\"description\" content=\"Ticaret Bakanl\u0131\u011f\u0131 influencer i\u015f birliklerine y\u00f6nelik kurallar\u0131n oldu\u011fu k\u0131lavuzu yay\u0131nland\u0131. 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