{"id":1505,"date":"2023-12-24T17:51:04","date_gmt":"2023-12-24T14:51:04","guid":{"rendered":"https:\/\/www.legelaw.com\/?p=1505"},"modified":"2024-07-30T23:35:33","modified_gmt":"2024-07-30T20:35:33","slug":"yesil-reklamcilik-green-advertising","status":"publish","type":"post","link":"https:\/\/www.legelaw.com\/tr\/yesil-reklamcilik-green-advertising\/","title":{"rendered":"Ye\u015fil Reklamc\u0131l\u0131k (Green Advertising)"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-one\" style=\"--awb-font-size:36px;\"><h1 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;font-size:1em;\">Ye\u015fil Reklamc\u0131l\u0131k (Green Advertising)<\/h1><\/div><div class=\"fusion-separator\" style=\"align-self: flex-start;margin-right:auto;margin-top:20px;margin-bottom:40px;width:100%;max-width:30%;\"><div class=\"fusion-separator-border sep-shadow\" style=\"--awb-height:20px;--awb-amount:20px;background:radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-webkit-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-moz-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);background:-o-radial-gradient(ellipse at 50% -50% , var(--awb-color3) 0px, rgba(255, 255, 255, 0) 80%) repeat scroll 0 0 rgba(0, 0, 0, 0);\"><\/div><\/div><div class=\"fusion-text fusion-text-1\"><p>Son zamanlarda ad\u0131n\u0131 reklamlarda s\u0131k s\u0131k duydu\u011fumuz terimler var.<strong> \u2018\u2019Do\u011fa dostu\u2019\u2019 , \u2018\u2019Geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclebilir at\u0131klar\u2019\u2019 , \u2018\u2019\u00c7evre dostu \u00fcr\u00fcnler\u2019\u2019.<\/strong><\/p>\n<p>Peki neden bu terimler reklam \u015firketlerinin bu kadar g\u00fcndeminde ?<\/p>\n<p>\u0130\u015f alan\u0131nda bu denli at\u0131lan \u00e7evresel ad\u0131mlar\u0131n genel olarak desteklenmesi gerekse de t\u00fcketicilerin bu alandaki bilgi eksikli\u011finin ve \u00e7evreye olan duyarl\u0131l\u0131\u011f\u0131n\u0131n k\u00f6t\u00fcye kullan\u0131lmas\u0131 sonucu do\u011fmamal\u0131d\u0131r.<\/p>\n<p>Bu tarz \u00e7evresel ifadeler genelde bir \u00fcr\u00fcn\u00fcn ambalaj\u0131nda ya da bir \u00fcr\u00fcn\u00fcn reklam\u0131nda ya da web sitesinde yer alabilir. \u0130\u015fte bu y\u00fczden \u00f6ne s\u00fcr\u00fclen \u00e7evresel beyanlar\u0131n hukuka uygunlu\u011fu \u00f6nem arz etmektedir.<\/p>\n<p>Bu kapsamda, Reklam Kurulu taraf\u0131ndan 13 Aral\u0131k 2022 tarihinde T\u00fcketicinin Korunmas\u0131 Hakk\u0131nda Kanun uyar\u0131nca \u2018\u2019\u00c7evreye \u0130li\u015fkin Beyanlar \u0130\u00e7eren Reklamlar Hakk\u0131nda K\u0131lavuz \u2018\u2019 \u00e7\u0131kar\u0131lm\u0131\u015ft\u0131r.<\/p>\n<p><strong>Peki nedir bu \u00c7evresel Beyan?<\/strong><\/p>\n<p>\u00c7evresel Beyan s\u00f6z edilen K\u0131lavuz\u2019da \u015f\u00f6yle tan\u0131mlanmaktad\u0131r. \u2018\u2019 <strong>Ticari reklam veya ticari uygulama kapsam\u0131nda bir mal veya hizmetin bile\u015fen, \u00fcretimi, piyasaya arz s\u00fcreci, kullan\u0131m\u0131 veya bertaraf edilme s\u00fcreci ile ilgili olarak \u00e7evresel fayda sa\u011flad\u0131\u011f\u0131na veya \u00e7evreye olumsuz bir etkisinin bulunmad\u0131\u011f\u0131na ili\u015fkin ibare veya g\u00f6rsel\u2019\u2019<\/strong> olarak tan\u0131mlanmaktad\u0131r. Ayr\u0131ca K\u0131lavuz\u2019da \u00e7evresel beyanlar i\u00e7eren reklam ve tan\u0131t\u0131mlar\u0131n t\u00fcketicinin \u00e7evreye olan duyarl\u0131l\u0131\u011f\u0131n\u0131 k\u00f6t\u00fcye kullan\u0131lmas\u0131na ve bu iddialar\u0131n t\u00fcketiciyi yan\u0131ltmas\u0131n\u0131 \u00f6nlemek amac\u0131yla \u00f6nemli kurallar getirilmi\u015ftir.<\/p>\n<p>Reklamlarda bu \u00e7evresel beyanlar\u0131n genelde <strong>\u2018\u2019 s\u00fcrd\u00fcr\u00fclebilir\u2019\u2019 \u2018\u2019ye\u015fil\u2019\u2019 \u2018\u2019eco-friendly\u2019\u2019 \u2018\u2019s\u0131f\u0131r at\u0131k\u2019\u2019\u2018\u2019s\u0131f\u0131r karbon\u2019\u2019<\/strong> olarak ileri s\u00fcr\u00fcld\u00fc\u011f\u00fc g\u00f6r\u00fclm\u00fc\u015ft\u00fcr. Bu iddialar yeteri kadar a\u00e7\u0131klama yap\u0131lmadan t\u00fcketiciyi terred\u00fcte d\u00fc\u015f\u00fcrecek \u015fekilde kullan\u0131lmamal\u0131d\u0131r.<\/p>\n<p>Peki reklamlar nas\u0131l olmal\u0131d\u0131r? Reklamlar bu \u00e7evresel beyanlar\u0131n ne hakk\u0131nda oldu\u011fu, ne i\u00e7in ve nas\u0131l kullan\u0131ld\u0131\u011f\u0131, tamamen veya k\u0131smen \u00fcr\u00fcn\u00fcn ya\u015fam d\u00f6ng\u00fcs\u00fc ile ilgili olup olmad\u0131\u011f\u0131na ili\u015fkin ayr\u0131nt\u0131l\u0131 bilgiler i\u00e7ermelidir.<\/p>\n<p>Yani \u2018\u2019ye\u015fil\u2019\u2019 olarak adland\u0131r\u0131lan bir \u00fcr\u00fcn\u00fcn hangi y\u00f6n\u00fcn\u00fcn \u201cye\u015fil\u201d oldu\u011funu reklamdan anlayam\u0131yorsan\u0131z, o reklam sizi yan\u0131lt\u0131yor olabilir. Bir \u00fcr\u00fcn\u00fcn sadece bir k\u0131sm\u0131 geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclebiliyorsa \u00fcr\u00fcn\u00fcn tamam\u0131n\u0131n geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclebiliyormu\u015f gibi reklam yap\u0131lmas\u0131 do\u011fru de\u011fildir. <strong>\u00d6rne\u011fin bir i\u00e7ecek ald\u0131n\u0131z ve bu i\u00e7ece\u011fin ambalaj\u0131nda \u2018\u2019Geri D\u00f6n\u00fc\u015ft\u00fcr\u00fclebilir\u2019\u2019 ibaresi yer al\u0131yor, e\u011fer ki \u015fi\u015fe kapa\u011f\u0131 geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclemez ise \u015fi\u015fenin tamam\u0131n\u0131n geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclebilir oldu\u011funu g\u00f6steren reklam hukuka ayk\u0131r\u0131 hale gelir.<\/strong><\/p>\n<p>T\u00fcketicilerin bir \u00fcr\u00fcn\u00fcn \u00fcretiminde yan\u0131lt\u0131lmamas\u0131 gerekmektedir. <strong>\u00d6rne\u011fin bir tekstil firmas\u0131 \u00fcr\u00fcn\u00fcn\u00fc \u2018\u2019r\u00fczgar enerjisiyle \u00fcretilmi\u015ftir\u2019\u2019 \u015feklinde reklam yap\u0131yorsa ve o \u00fcr\u00fcn\u00fcn \u00fcretiminde kullan\u0131lan enerjinin %40-50\u2019si asl\u0131nda r\u00fczgar enerjisiyse bu tarz bir reklam t\u00fcketiciyi tam olarak bilgilendirmedi\u011fi i\u00e7in kanuna ayk\u0131r\u0131 olacakt\u0131r. \u00d6rne\u011fin, deterjan imalat\u0131nda fosfat kullan\u0131m\u0131 kanunen kat\u0131 s\u0131n\u0131rlamalara tabi oldu\u011fundan, bir deterjan \u00fcr\u00fcn\u00fc ve ambalaj\u0131n\u0131n reklam\u0131nda \u201cFosfat kullan\u0131m\u0131n\u0131 azalt\u0131yoruz\u201d ifadesi hukuka ayk\u0131r\u0131 olacakt\u0131r. Bu nedenle, pazardaki t\u00fcm markalar\u0131n uymas\u0131 gereken zorunlu s\u0131n\u0131rlamalara sadece reklam veren markan\u0131n uydu\u011fu izlenimi yaratmak yan\u0131lt\u0131c\u0131 olabilir.<\/strong><\/p>\n<p>Ayr\u0131ca, reklamlarda yer alan kar\u015f\u0131la\u015ft\u0131rmal\u0131 \u00e7evresel beyanlar yoluyla yap\u0131lan kar\u015f\u0131la\u015ft\u0131rma \u00f6zellikle reklam verenin s\u00f6z konusu \u00fcr\u00fcn\u00fc ayn\u0131 marka alt\u0131nda kendi \u00f6nceki \u00fcr\u00fcnleriyle mi yoksa rakiplerinin \u00fcr\u00fcnleriyle mi kar\u015f\u0131la\u015ft\u0131rd\u0131\u011f\u0131 m\u00fc\u015fteriye a\u00e7\u0131k\u00e7a iletilmelidir. <strong>\u00d6rnek olarak, \u201c%20 daha fazla geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclm\u00fc\u015f bile\u015fen\u201d ifadesini, t\u00fcketiciler iki \u015fekilde yorumlayabilece\u011finden biraz kafa kar\u0131\u015ft\u0131r\u0131c\u0131 olabilir. Bu kar\u015f\u0131la\u015ft\u0131rman\u0131n reklam \u015firketlerinin yeni ve eski \u00fcr\u00fcnleri aras\u0131nda m\u0131 yoksa reklam \u015firketlerinin \u00fcr\u00fcnleri ile rakiplerinin \u00fcr\u00fcnleri aras\u0131nda m\u0131 yap\u0131ld\u0131\u011f\u0131n\u0131n anla\u015f\u0131lmas\u0131 gerekir. Bu nedenle, bu tarz iddialar ek bir a\u00e7\u0131klay\u0131c\u0131 notla birlikte olmad\u0131k\u00e7a, reklamlarda yer almamal\u0131d\u0131r.<\/strong><\/p>\n<p>Sonu\u00e7 olarak yay\u0131nlanan bu Rehberle beraber \u00e7evresel beyanlar i\u00e7eren reklamlar konusunda standart bir uygulama olu\u015fturuldu\u011funu, t\u00fcketicilerin \u00e7evre duyarl\u0131l\u0131\u011f\u0131n\u0131 suistimal edebilecek ve \u00fcr\u00fcnlerin \u00e7evresel etkileri konusunda yan\u0131lt\u0131c\u0131 bir etki olu\u015fturacak reklamlar\u0131n yay\u0131nlanmas\u0131n\u0131n b\u00fcy\u00fck bir \u00f6l\u00e7\u00fcde \u00f6n\u00fcne ge\u00e7ilece\u011fini umuyoruz.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":1824,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-1505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-tr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - 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