{"id":22703,"date":"2022-04-27T09:45:49","date_gmt":"2022-04-27T09:45:49","guid":{"rendered":"https:\/\/www.esin.av.tr\/?p=22703"},"modified":"2022-06-09T13:42:11","modified_gmt":"2022-06-09T13:42:11","slug":"rekabet-kurulu-arama-bazli-reklamcilik-sektorunde-rekabet-ve-fikri-sinai-haklar-hukuku-iliskisine-dair-onemli-bir-karara-imza-atmistir","status":"publish","type":"post","link":"https:\/\/www.esin.av.tr\/tr\/2022\/04\/27\/rekabet-kurulu-arama-bazli-reklamcilik-sektorunde-rekabet-ve-fikri-sinai-haklar-hukuku-iliskisine-dair-onemli-bir-karara-imza-atmistir\/","title":{"rendered":"Rekabet Kurulu, arama bazl\u0131 reklamc\u0131l\u0131k sekt\u00f6r\u00fcnde rekabet ve fikri s\u0131nai haklar hukuku ili\u015fkisine dair \u00f6nemli bir karara imza atm\u0131\u015ft\u0131r"},"content":{"rendered":"<p><strong>Yeni geli\u015fme<\/strong><\/p>\n<p>15 Nisan 2022 (Cuma) tarihinde, Rekabet Kurulu\u2019nun (\u201c<strong>Kurul<\/strong>\u201d) a\u011f\u0131rl\u0131kl\u0131 olarak muhafazak\u00e2r haz\u0131r giyim \u00fcr\u00fcnlerine ili\u015fkin faaliyet g\u00f6steren bir e-ticaret \u015firketinin, rakip bir e-ticaret \u015firketi ile aras\u0131nda (birlikte \u201c<strong>Taraflar<\/strong>\u201d) 4 Nisan 2017 tarihinde akdedilen bir sulh s\u00f6zle\u015fmesine (\u201c<strong>Sulh S\u00f6zle\u015fmesi<\/strong>\u201d) menfi tespit belgesi verilmesi veya muafiyet tan\u0131nmas\u0131 talebine ili\u015fkin karar\u0131, Rekabet Kurumu\u2019nun resmi internet sitesinde yay\u0131mlanm\u0131\u015ft\u0131r. 25.11.2021 tarih ve 21-57\/789-389 say\u0131l\u0131 gerek\u00e7eli karara <a href=\"https:\/\/urldefense.com\/v3\/__https:\/esinxchange.com\/collect\/click.aspx?u=UkZTMFlJLzNyUmlySCsvQ0NvL1M5QVRocklSNVBuRXVwcS9oUEwxdnRpWGlTMUl3TDhQUWM0bTBrWXcweW13bm4weXBZbFNlR04ycHEvRzFiMStBL3V6aGVwK3dQNnY4d3cybVQxdERJR0h1SW8yejJVaW5ITDk0Snk0a2pGYWZEVUV1emNMN2NaZzhKZWhrbmRvcmxBPT0=&amp;rh=ff008fb19cfd86d7fda6d9c31e4999535a14c63e__;!!Hj9Y_P0nvg!T8Rx2um62xfAWc9a-tD81Y0qUD8g1hvOufow9WqRcpuGJuhOIYAkvSYRH-s2wyS2vCZovI34WyHRUMt2d4Ied6qg6g$\"><strong>buradan<\/strong><\/a> ula\u015fabilirsiniz.<\/p>\n<p>Sulh S\u00f6zle\u015fmesi uyar\u0131nca Taraflar, birbirlerinin tescilli markalar\u0131na ili\u015fkin ibareleri ve bu isimlerin i\u00e7erisinde yer alan ibareleri mobil uygulamalarda ve\/veya masa\u00fcst\u00fc platformlarda, T\u00fcrkiye\u2019deki veya yurtd\u0131\u015f\u0131ndaki t\u00fcm internet mecralar\u0131nda, T\u00fcrkiye\u2019de ve yurtd\u0131\u015f\u0131nda ge\u00e7erli olan t\u00fcm hesaplarda, arama motorlar\u0131nda ve sosyal medya mecralar\u0131nda; geni\u015f ve s\u0131ral\u0131 e\u015fle\u015fme t\u00fcrlerinde negatif kelime olarak eklemelerinin sa\u011flanmas\u0131 ve \u00e7evrim i\u00e7i reklamc\u0131l\u0131k ortamlar\u0131nda birbirlerinin tescilli marka ve ibarelerine y\u00f6nelik arama bazl\u0131 reklamc\u0131l\u0131k ihalelerine girilmemesi \u00fczere anla\u015fmaktad\u0131r. Taraflar, Sulh S\u00f6zle\u015fmesi\u2019nin, markalar\u0131n\u0131n ve ilgili ibarelerin kar\u015f\u0131l\u0131kl\u0131 olarak tan\u0131nmas\u0131 ve internette yay\u0131mlanan reklamlar bak\u0131m\u0131ndan kar\u0131\u015f\u0131kl\u0131klar\u0131n \u00f6nlenmesi i\u00e7in akdedildi\u011fini belirtmi\u015ftir.<\/p>\n<p>Sulh S\u00f6zle\u015fmesi, \u201cnegatif ekleme y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fc\u201d, \u201chedeflememe y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fc\u201d ve \u201cTekst, Metatag, Keywords ve Adwords\u2019e ili\u015fkin y\u00fck\u00fcml\u00fcl\u00fckler\u201d olmak \u00fczere \u00fc\u00e7 temel y\u00fck\u00fcml\u00fcl\u00fck getirmektedir. \u0130lgili y\u00fck\u00fcml\u00fcl\u00fckler a\u015fa\u011f\u0131da k\u0131saca a\u00e7\u0131klanmaktad\u0131r:<\/p>\n<ul>\n<li><u>Negatif ekleme\/e\u015fleme:<\/u> Taraflar, \u00e7evrim i\u00e7i, reklam platformlar\u0131nda reklam veren, di\u011ferinin ismini veya tescilli marka ad\u0131n\u0131 (\u00e7e\u015fitli formlarda) negatif anahtar kelimelerine eklemeyi kabul etmektedir.<\/li>\n<li><u>Hedeflememe y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fc:<\/u> Taraflar, birbirlerinin tescilli markalar\u0131n\u0131 ve s\u00f6zle\u015fmede yer alan di\u011fer ibareleri, ilgili \u00e7evrim i\u00e7i platformlarda do\u011frudan veya dolayl\u0131 olarak hedeflememelidir.<\/li>\n<li><u>Metatag:<\/u> Taraflar, birbirlerinin tescilli markalar\u0131n\u0131 ve s\u00f6zle\u015fmede yer alan di\u011fer ibareleri, y\u00f6nlendirici kodlar\u0131n\u0131, ilgili platformlardaki \u00e7evrim i\u00e7i reklamc\u0131l\u0131k faaliyetlerinde kullanmayacakt\u0131r.<\/li>\n<\/ul>\n<p><strong>Kurul\u2019un anahtar kelime ili\u015fkili \u00e7evrim i\u00e7i reklamc\u0131l\u0131\u011fa ili\u015fkin yakla\u015f\u0131m\u0131<\/strong><\/p>\n<p>Kurul, pop\u00fcler \u00e7evrim i\u00e7i arama bazl\u0131 reklam hizmeti sa\u011flay\u0131c\u0131lar\u0131n\u0131n uygulamalar\u0131 ile paralel bi\u00e7imde, anahtar kelimelere ili\u015fkin \u201cgeni\u015f (plus) e\u015fleme\u201d, \u201cs\u0131ral\u0131 e\u015fleme\u201d ve \u201ctam e\u015fleme\u201d yakla\u015f\u0131m\u0131n\u0131 benimsemi\u015f, buna g\u00f6re pazar ara\u015ft\u0131rmalar\u0131na yer vermi\u015ftir. \u0130lgili metodlar a\u015fa\u011f\u0131da k\u0131saca a\u00e7\u0131klanmaktad\u0131r:<\/p>\n<ul>\n<li>\u201c<strong>Geni\u015f e\u015fleme<\/strong>\u201d, kullan\u0131c\u0131lar taraf\u0131ndan yap\u0131lan sorgunun tam metninden ziyade anlam\u0131na odaklanmaktad\u0131r. Buna g\u00f6re, arama motoru, sorgunun, reklam verenin teklif verdi\u011fi anahtar kelimelerden biriyle yeterince alakal\u0131 oldu\u011funu belirledi\u011finde reklam\u0131 g\u00f6r\u00fcnt\u00fclemektedir,<\/li>\n<li>\u201c<strong>S\u0131ral\u0131 e\u015fleme<\/strong>\u201d, ile arama motoru, ilgili reklam\u0131, yaln\u0131zca sorgunun anahtar kelimeyi tam olarak i\u00e7ermesi halinde g\u00f6r\u00fcnt\u00fcleyebilmekte, ancak ilgili anahtar kelimenin \u00f6ncesine veya sonras\u0131na kelime eklenmesine izin vermektedir,<\/li>\n<li>\u201c<strong>Tam e\u015fleme<\/strong>\u201d ile sorgular yaln\u0131zca tam olarak verilen anahtar kelimeleri sa\u011flamakta ise g\u00f6r\u00fcnt\u00fclenebilmektedir.<\/li>\n<\/ul>\n<p>Taraflar, bu yakla\u015f\u0131m \u00e7er\u00e7evesinde, t\u00fcketicilerin belirli kelimeleri sorgulad\u0131\u011f\u0131 durumlarda reklamlar\u0131n\u0131n birbirlerinin sorgusunda \u00e7\u0131kmamas\u0131 ad\u0131na \u201cnegatif anahtar kelimeler\u201d belirlemeyi hedeflemi\u015flerdir. Buna g\u00f6re, negatif s\u0131n\u0131rlamalar \u201cnegatif geni\u015f e\u015fleme\u201d, \u201cnegatif s\u0131ral\u0131 e\u015fleme\u201d ve \u201cnegatif tam e\u015fleme\u201d olarak a\u00e7\u0131klanm\u0131\u015ft\u0131r. Bu metodoloji ile Taraflar, birbirlerinin reklamlar\u0131n\u0131n belirece\u011fi yerlere teklif veremeyecek veya reklamlar\u0131 otomatik olarak g\u00f6r\u00fcnt\u00fclenemeyecektir.<\/p>\n<p><strong>Kurul\u2019un ilgili \u00fcr\u00fcn pazarlar\u0131na ili\u015fkin yakla\u015f\u0131m\u0131<\/strong><\/p>\n<p>Her ne kadar ba\u015fvuran taraf t\u00fcketicilere daha geni\u015f hizmetler sunsa da, temel olarak iki taraf da giyim sekt\u00f6r\u00fcnde \u00f6rt\u00fc\u015fen faaliyetleri olan e-ticaret platformlar\u0131d\u0131r. Kurul, Sulh S\u00f6zle\u015fmesi\u2019nin Taraflar\u2019\u0131n b\u00fct\u00fcn \u00fcr\u00fcn kategorileri bak\u0131m\u0131ndan reklamlar\u0131n\u0131 \u00f6nlemeyi hedeflemesinden hareketle, ilgili \u00fcr\u00fcn pazarlar\u0131 i\u00e7in alternatif tan\u0131mlara yer vermi\u015ftir. Kurul, \u00f6ncelikle pazar dinamiklerini ve geni\u015fleyebilecek \u00fcr\u00fcn portf\u00f6ylerini de hesaba katarak pazara ili\u015fkin en geni\u015f tan\u0131m\u0131n <em>\u201ce-ticaret hizmetleri pazar\u0131\u201d <\/em>olarak yap\u0131labilece\u011fini de\u011ferlendirmi\u015ftir. Ancak, Taraflar\u2019\u0131n faaliyetlerinin muhafazak\u00e2r haz\u0131r giyim \u00fcr\u00fcnleri \u00fczerinde yo\u011funla\u015ft\u0131\u011f\u0131n\u0131 da de\u011ferlendirerek, daha dar pazar tan\u0131mlar\u0131n\u0131 \u201c<em>haz\u0131r giyim \u00fcr\u00fcnlerinin e-ticareti<\/em>\u201d ve \u201c<em>tesett\u00fcr\/muhafazak\u00e2r haz\u0131r giyim \u00fcr\u00fcnlerinin e-ticareti<\/em>\u201d pazarlar\u0131 olarak ger\u00e7ekle\u015ftirmi\u015ftir.<\/p>\n<p>\u0130laveten, Sulh S\u00f6zle\u015fmesi\u2019nin \u00e7evrim i\u00e7i reklamc\u0131l\u0131k ihale s\u00fcre\u00e7lerini ve dolay\u0131s\u0131yla teklif miktarlar\u0131n\u0131 da etkileyecek olmas\u0131 sebebiyle arama bazl\u0131 veya arama bazl\u0131 olmayan reklamc\u0131l\u0131k ayr\u0131mlar\u0131na gidilmeksizin <em>\u201c\u00e7evrim i\u00e7i reklamc\u0131l\u0131k ihale pazar\u0131\u201d<\/em> olarak da bir tan\u0131m ger\u00e7ekle\u015ftirilebilece\u011fi de\u011ferlendirilmi\u015ftir.<\/p>\n<p><strong>Kurul\u2019un Sulh S\u00f6zle\u015fmesi\u2019ne ili\u015fkin de\u011ferlendirmesi<\/strong><\/p>\n<p><strong>a) Kurul\u2019un menfi tespit de\u011ferlendirmesi<\/strong><\/p>\n<p>Menfi tespit ba\u015fvurusuna ili\u015fkin olarak Taraflar, rekabet hukuku a\u00e7\u0131klamalar\u0131na ilaveten, Sulh S\u00f6zle\u015fmesi\u2019nin S\u0131nai M\u00fclkiyet Kanunu\u2019nun (SMK) 7. maddesi uyar\u0131nca, di\u011fer markaya ili\u015fkin anahtar kelimelerin kullan\u0131m\u0131n\u0131n \u00f6nlenmesinin, tescilli marka haklar\u0131n\u0131n korunmas\u0131na y\u00f6nelik \u201cmarka korumas\u0131\u201d hakk\u0131na da dayand\u0131\u011f\u0131n\u0131 da belirtmi\u015flerdir. Tescilli marka sahipleri, SMK \u00e7er\u00e7evesinde haklar\u0131n\u0131n korunmas\u0131n\u0131 talep edebilmektedir. SMK&#8217;n\u0131n 7. maddesinin 3. f\u0131kras\u0131n\u0131n d bendi uyar\u0131nca tescilli marka ile ayn\u0131 veya benzer bir i\u015fareti, internet ortam\u0131nda, me\u015fru bir ba\u011flant\u0131s\u0131 olmamas\u0131 \u015fart\u0131yla, internet ortam\u0131nda ticari etki yaratacak \u015fekilde alan ad\u0131, y\u00f6nlendirici kod, anahtar s\u00f6zc\u00fck ya da benzer bir bi\u00e7imde kullanmas\u0131, a\u00e7\u0131k\u00e7a marka sahibinin engelleyebilece\u011fi fiiller aras\u0131nda say\u0131lm\u0131\u015ft\u0131r. SMK&#8217;n\u0131n 29. maddesinde ise a\u00e7\u0131k\u00e7a, 7. maddede d\u00fczenlenen fiillerin marka hakk\u0131na tecav\u00fcz te\u015fkil etti\u011fi d\u00fczenlenmi\u015ftir. Kurul, SMK\u2019n\u0131n ilgili maddesi uyar\u0131nca, Taraflar\u2019\u0131n haklar\u0131n\u0131n korunmas\u0131n\u0131 talebini kabul etmekle beraber, marka korumas\u0131n\u0131n s\u0131n\u0131rlar\u0131 ile rekabetin k\u0131s\u0131tlanmas\u0131 aras\u0131nda bir denge bulunmas\u0131 gerekti\u011fini belirtmi\u015ftir.<\/p>\n<p>Bu do\u011frultuda Kurul\u2019un, SMK kapsam\u0131nda sa\u011flanan koruman\u0131n s\u0131n\u0131rlar\u0131n\u0131 ve bunun rekabet hukuku ile aras\u0131ndaki dengeyi de\u011ferlendirmesi gerekmi\u015f ve reklam k\u0131s\u0131tlama anla\u015fmalar\u0131 a\u015fa\u011f\u0131daki \u00fc\u00e7 kategoride de\u011ferlendirilmi\u015ftir: (i) \u201c<em>dar kapsaml\u0131 markaya reklam vermeme anla\u015fmalar\u0131\u201d<\/em> (k\u0131s\u0131tlanm\u0131\u015f reklam verenin, di\u011ferinin yaln\u0131zca marka ad\u0131ndan olu\u015fan kelimelere reklam vermemeyi kabul etti\u011fi anla\u015fmalard\u0131r), (ii) <em>\u201cgeni\u015f kapsaml\u0131 markaya reklam vermeme anla\u015fmalar\u0131\u201d<\/em> (k\u0131s\u0131tlanm\u0131\u015f reklam verenin, di\u011ferinin marka ad\u0131ndan olu\u015fan kelimelere ve marka ad\u0131n\u0131 i\u00e7eren ancak ilgili olmayan di\u011fer kelimelere reklam vermemeyi kabul etti\u011fi anla\u015fmalard\u0131r); ve (iii) \u201c<em>negatif e\u015fleme anla\u015fmalar\u0131<\/em>\u201d (k\u0131s\u0131tlanm\u0131\u015f reklam verenin, ba\u015fka bir reklam verenin marka ad\u0131n\u0131 \u201cnegatif anahtar kelime\u201d olarak se\u00e7ti\u011fi, neticede yap\u0131lan sorgular\u0131n, tek ba\u015f\u0131na ilgili marka ad\u0131n\u0131 veya marka ad\u0131n\u0131 markayla ilgili olmayan di\u011fer kelimelerle birlikte kelime grubu olarak i\u00e7ermesi halinde; ilgili reklam\u0131n sorguyu yapan kullan\u0131c\u0131lara g\u00f6r\u00fcnmedi\u011fi anla\u015fmalard\u0131r).<\/p>\n<p>Neticede Kurul, Sulh S\u00f6zle\u015fmesi\u2019nin SMK ile de uyumlu olmas\u0131 i\u00e7in, reklamc\u0131l\u0131k k\u0131s\u0131tlamalar\u0131n\u0131n SMK kapsam\u0131ndaki koruman\u0131n s\u0131n\u0131rlar\u0131n\u0131 a\u015fmamas\u0131 gerekti\u011fini ifade etmi\u015ftir. Bu \u00e7er\u00e7evede, dar kapsaml\u0131 markaya reklam vermeme anla\u015fmas\u0131n\u0131n SMK ile sa\u011flanan koruman\u0131n s\u0131n\u0131rlar\u0131 i\u00e7erisinde kalaca\u011f\u0131 belirtilmi\u015ftir. Kurul taraf\u0131ndan ayr\u0131ca:<\/p>\n<ul>\n<li>Marka olarak tescil edilmemi\u015f olan ibareler bak\u0131m\u0131ndan getirilen hedeflememe y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fcn\u00fcn, hak sahipli\u011fi do\u011furan tescilli herhangi bir markan\u0131n s\u00f6z konusu olmamas\u0131 nedeniyle, her h\u00e2l\u00fck\u00e2rda marka korumas\u0131n\u0131n s\u0131n\u0131rlar\u0131n\u0131 a\u015ft\u0131\u011f\u0131,<\/li>\n<li>Negatif anahtar kelime olarak ekleme y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fcn\u00fcn ise rakiplerin, birbirlerinin markalar\u0131na reklam vermedikleri, bir ba\u015fka deyi\u015fle birbirlerinin markalar\u0131n\u0131 kullanmad\u0131klar\u0131 durumda dahi birbirlerinin reklamlar\u0131na y\u00f6nelik g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc engellemeleri sonucuna yol a\u00e7t\u0131\u011f\u0131 ve bu nedenle bir nevi m\u00fc\u015fteri\/pazar payla\u015f\u0131m\u0131 benzeri etkiler do\u011furma potansiyeline sahip oldu\u011fu, dolay\u0131s\u0131yla da SMK ile sa\u011flanan marka korumas\u0131n\u0131n s\u0131n\u0131rlar\u0131n\u0131 a\u015ft\u0131\u011f\u0131 belirtilmi\u015ftir.<\/li>\n<\/ul>\n<p>Yukar\u0131daki hususlar \u00e7er\u00e7evesinde Kurul, dar, tescilli markalar ile s\u0131n\u0131rl\u0131 bir yakla\u015f\u0131m\u0131n t\u00fcketicilerin \u00e7e\u015fitli se\u00e7eneklere eri\u015fimini engellemedi\u011fi, hukuka uygun bir marka korumas\u0131n\u0131n s\u0131n\u0131rlar\u0131n\u0131 da a\u015fmad\u0131\u011f\u0131 sonucuna ula\u015fm\u0131\u015ft\u0131r. Bununla birlikte, daha geni\u015f yakla\u015f\u0131mlar her bir ilgili \u00fcr\u00fcn pazar\u0131 i\u00e7in rekabeti k\u0131s\u0131tlay\u0131c\u0131 nitelikte olacakt\u0131r. Kurul, Sulh S\u00f6zle\u015fmesi\u2019ndeki geni\u015f k\u0131s\u0131tlamalar de\u011ferlendirildi\u011finde, menfi tespit belgesi verilmesinin m\u00fcmk\u00fcn olmad\u0131\u011f\u0131 kanaatine varm\u0131\u015ft\u0131r.<\/p>\n<p><strong>b) Kurul\u2019un bireysel muafiyet de\u011ferlendirmesi<\/strong><\/p>\n<p>Kurul, menfi tespit talebini reddetmekle birlikte, Sulh S\u00f6zle\u015fmesi\u2019nin 4054 say\u0131l\u0131 Rekabetin Korunmas\u0131 Hakk\u0131nda Kanun\u2019un 5. maddesi \u00e7er\u00e7evesinde bireysel muafiyetten faydalan\u0131p faydalanamayaca\u011f\u0131n\u0131 de\u011ferlendirmi\u015ftir. Kurul\u2019un s\u0131ras\u0131yla her bir muafiyet \u015fart\u0131 i\u00e7in de\u011ferlendirmelere a\u015fa\u011f\u0131da yer verilmektedir:<\/p>\n<ol>\n<li>Sulh S\u00f6zle\u015fmesi neticesinde mallar\u0131n \u00fcretim veya da\u011f\u0131t\u0131m\u0131 ile hizmetlerin sunulmas\u0131nda yeni geli\u015fme ve iyile\u015fmelerin ya da ekonomik veya teknik geli\u015fmenin sa\u011flanmas\u0131 gerekmektedir. Her ne kadar Taraflar negatif e\u015fleme ve geni\u015f kapsaml\u0131 markaya reklam vermeme y\u00fck\u00fcml\u00fcl\u00fcklerinin reklam maliyetlerini, marka haklar\u0131n\u0131n korunmas\u0131na ili\u015fkin dava masraflar\u0131n\u0131, bedavac\u0131l\u0131\u011f\u0131 azaltaca\u011f\u0131n\u0131 ifade etse de, Kurul, Sulh S\u00f6zle\u015fmesi\u2019nin somut bir etkinlik veya kalite faydas\u0131 sa\u011flamad\u0131\u011f\u0131n\u0131 de\u011ferlendirmi\u015ftir. Kurul ayr\u0131ca bu t\u00fcr bir anla\u015fmas\u0131n\u0131n esasen yaln\u0131zca Taraflar\u2019\u0131n menfaatine olaca\u011f\u0131n\u0131 belirtmi\u015f ve ilgili ko\u015fulun sa\u011flanmad\u0131\u011f\u0131 sonucuna ula\u015fm\u0131\u015ft\u0131r.<\/li>\n<li>T\u00fcketicinin yukar\u0131 bentte belirtilen yeni geli\u015fmeler veya iyile\u015ftirmelerden ya da ekonomik veya teknik iyile\u015fmelerden yarar sa\u011flamas\u0131 gerekmektedir. Kurul, Sulh S\u00f6zle\u015fmesi\u2019nin \u00f6zellikle \u201c<em>tesett\u00fcr\/muhafazak\u00e2r haz\u0131r giyim \u00fcr\u00fcnlerinin e-ticareti<\/em>\u201d pazar\u0131nda birbirine en yak\u0131n iki rakibin fiyatlar\u0131n\u0131 kar\u015f\u0131la\u015ft\u0131rma imkan\u0131n\u0131 engelleyece\u011fini de\u011ferlendirmi\u015ftir. Buna g\u00f6re, geni\u015f anahtar kelime k\u0131s\u0131tlamalar\u0131n\u0131n t\u00fcketicilerin se\u00e7eneklerini ve kaliteyi azaltaca\u011f\u0131n\u0131, fiyatlar\u0131 azaltaca\u011f\u0131n\u0131 ve t\u00fcketici faydas\u0131 sa\u011flamayaca\u011f\u0131n\u0131, hatta t\u00fcketicilerin zarar\u0131na olaca\u011f\u0131n\u0131 de\u011ferlendirmi\u015f ve neticede ilgili ko\u015fulun sa\u011flanmad\u0131\u011f\u0131 sonucuna ula\u015fm\u0131\u015ft\u0131r.<\/li>\n<li>\u0130lgili piyasan\u0131n \u00f6nemli bir b\u00f6l\u00fcm\u00fcnde rekabetin ortadan kalkmamas\u0131 gerekmektedir. Kurul, anla\u015fman\u0131n hi\u00e7bir pazar tan\u0131m\u0131nda bir pazar kapamas\u0131na sebebiyet vermeyecek olmas\u0131na istinaden, ilgili ko\u015ful bak\u0131m\u0131ndan \u00f6nemli bir endi\u015feye yer vermemi\u015ftir. Buna g\u00f6re, ilgili pazarlar\u0131n yap\u0131s\u0131, rakiplerin konumu, Sulh S\u00f6zle\u015fmesi\u2019nin yaln\u0131zca taraflar ile s\u0131n\u0131rl\u0131 olmas\u0131na istinaden, ilgili pazar\u0131n \u00f6nemli bir b\u00f6l\u00fcm\u00fcnde rekabeti ortadan kald\u0131rmayaca\u011f\u0131 ve ilgili pazarlardaki rekabet \u00fczerindeki<br \/>\netkisinin s\u0131n\u0131rl\u0131 olabilece\u011fi anla\u015f\u0131lm\u0131\u015f ve ilgili ko\u015fulun sa\u011fland\u0131\u011f\u0131 sonucuna ula\u015f\u0131lm\u0131\u015ft\u0131r.<\/li>\n<li>Rekabetin (a) ve (b) bentlerindeki ama\u00e7lar\u0131n elde edilmesi i\u00e7in zorunlu olandan fazla s\u0131n\u0131rlanmamas\u0131 gerekmektedir. Kurul, s\u00f6zle\u015fmede yer alan hedeflememe ve negatif e\u015fleme y\u00fck\u00fcml\u00fcl\u00fcklerinin ilgili s\u0131n\u0131rlar\u0131 a\u015faca\u011f\u0131n\u0131 de\u011ferlendirmi\u015ftir. Di\u011fer tarafta, marka korumas\u0131n\u0131n s\u0131n\u0131rlar\u0131 dahilinde kalacak daha dar bir koruman\u0131n ise rekabeti zorunlu olandan daha fazla s\u0131n\u0131rlamayaca\u011f\u0131 belirtilmi\u015ftir. Bu \u00e7er\u00e7evede Kurul, Sulh S\u00f6zle\u015fmesi\u2019nin, marka olarak tescil edilmemi\u015f kelimelerin hedeflememesi y\u00f6n\u00fcndeki y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fcn ve negatif e\u015fleme y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fcn\u00fcn kald\u0131r\u0131lmas\u0131 halinde bireysel muafiyetten yararlanabilece\u011fi sonucuna ula\u015fm\u0131\u015ft\u0131r.<\/li>\n<\/ol>\n<p>\u00d6zetle, Kurul de\u011ferlendirmelerini a\u015fa\u011f\u0131daki gibi neticelendirmi\u015ftir:<\/p>\n<ul>\n<li>Sulh S\u00f6zle\u015fmesi, 4054 say\u0131l\u0131 Kanun\u2019un 4. maddesi kapsam\u0131ndad\u0131r ve bu sebeple menfi tespit tan\u0131namayacakt\u0131r.<\/li>\n<li>Sulh S\u00f6zle\u015fmesi, b\u00fct\u00fcn \u015fartlar\u0131 sa\u011flamamas\u0131 sebebiyle bireysel muafiyet \u015fartlar\u0131n\u0131 da sa\u011flamamaktad\u0131r.<\/li>\n<li>Sulh S\u00f6zle\u015fmesi\u2019ne, marka olarak tescil edilmemi\u015f kelimelerin hedeflememesi y\u00f6n\u00fcndeki y\u00fck\u00fcml\u00fcl\u00fck ile negatif e\u015fleme y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fcnden ar\u0131nd\u0131r\u0131lmas\u0131 \u015fartlar\u0131yla bireysel muafiyetten tan\u0131nabilecektir.<\/li>\n<\/ul>\n<p><strong>Sonu\u00e7<\/strong><\/p>\n<p>Karar, taraflar\u0131n birbirlerinin anahtar kelimeleri ile \u00e7evrim i\u00e7i arama bazl\u0131 reklamc\u0131l\u0131k ihalelerine girmelerine ili\u015fkin marka korumas\u0131 ve rekabet hukuku aras\u0131ndaki ili\u015fkiye dair \u00f6nemli de\u011ferlendirmelere yer vermektedir. Kurul, te\u015febb\u00fcslere, markalar\u0131n\u0131n arama bazl\u0131 reklamc\u0131l\u0131kta anahtar kelime olarak kullan\u0131m\u0131n \u00f6nlenmesine ili\u015fkin SMK kapsam\u0131nda sa\u011flanan korumay\u0131 kabul etse de, koruman\u0131n s\u0131n\u0131rlar\u0131n\u0131n arama bazl\u0131 reklamc\u0131l\u0131k bak\u0131m\u0131ndan yasal s\u0131n\u0131rlar\u0131 a\u015fmad\u0131\u011f\u0131n\u0131n ve me\u015fru rekabet\u00e7i davran\u0131\u015flar\u0131n k\u0131s\u0131tlanmad\u0131\u011f\u0131n\u0131n hassasiyetle denetlenece\u011fine i\u015faret etmektedir. Bu \u00e7er\u00e7evede te\u015febb\u00fcslerin, anahtar kelime ihalelerine dayal\u0131 marka haklar\u0131n\u0131n korunmas\u0131na ili\u015fkin uzla\u015fma anla\u015fmalar\u0131 yapmalar\u0131 durumunda, Kurul taraf\u0131ndan kararda belirtilmi\u015f \u00e7izgilerin \u00f6tesine ge\u00e7ilmedi\u011fine dikkat etmesi \u00f6nem ta\u015f\u0131maktad\u0131r.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Yeni geli\u015fme 15 Nisan 2022 (Cuma) tarihinde, Rekabet Kurulu\u2019nun (\u201cKurul\u201d) a\u011f\u0131rl\u0131kl\u0131 olarak muhafazak\u00e2r haz\u0131r giyim \u00fcr\u00fcnlerine ili\u015fkin faaliyet g\u00f6steren bir [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":false,"_modified_date":"","footnotes":""},"categories":[120],"tags":[108],"class_list":["post-22703","post","type-post","status-publish","format-standard","hentry","category-legal-alerts","tag-competition-tr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rekabet Kurulu, arama bazl\u0131 reklamc\u0131l\u0131k sekt\u00f6r\u00fcnde rekabet ve fikri s\u0131nai haklar hukuku ili\u015fkisine dair \u00f6nemli bir karara imza atm\u0131\u015ft\u0131r<\/title>\n<meta name=\"description\" content=\"Yeni geli\u015fme 15 Nisan 2022 (Cuma) tarihinde, Rekabet Kurulu\u2019nun (\u201cKurul\u201d) a\u011f\u0131rl\u0131kl\u0131 olarak muhafazak\u00e2r haz\u0131r giyim \u00fcr\u00fcnlerine 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