{"id":26577,"date":"2023-09-26T09:19:01","date_gmt":"2023-09-26T09:19:01","guid":{"rendered":"https:\/\/www.esin.av.tr\/?p=26577"},"modified":"2023-09-26T09:19:01","modified_gmt":"2023-09-26T09:19:01","slug":"tuketici-degerlendirmeleri-hakkinda-kilavuz-yayimlandi","status":"publish","type":"post","link":"https:\/\/www.esin.av.tr\/tr\/2023\/09\/26\/tuketici-degerlendirmeleri-hakkinda-kilavuz-yayimlandi\/","title":{"rendered":"T\u00fcketici De\u011ferlendirmeleri Hakk\u0131nda K\u0131lavuz Yay\u0131mland\u0131"},"content":{"rendered":"

Yeni Geli\u015fme<\/strong><\/h3>\n

T\u00fcketicilerin al\u0131\u015fveri\u015f tercihlerinde \u00f6nemli bir yer tutan ve sat\u0131n alma kararlar\u0131n\u0131 etkileyen t\u00fcketici de\u011ferlendirmeleri hakk\u0131nda, Reklam Kurulu taraf\u0131ndan 12.09.2023 tarihli ve 337 say\u0131l\u0131 toplant\u0131da ilke karar olarak kabul edilen, T\u00fcketici De\u011ferlendirmeleri Hakk\u0131nda K\u0131lavuz (“K\u0131lavuz<\/strong>“) yay\u0131mland\u0131. K\u0131lavuz’a buradan <\/a>ula\u015fabilirsiniz.<\/p>\n

K\u0131lavuz; t\u00fcketici de\u011ferlendirmeleri ile ilgili temel ilkeler, bilgilendirme, kontrol s\u00fcreci ve aldat\u0131c\u0131 kabul edilen durumlara yer vererek, reklam veren, reklam ajanslar\u0131, mecra kurulu\u015flar\u0131 ve reklamc\u0131l\u0131kla ilgili t\u00fcm ki\u015fi, kurum ve kurulu\u015flara, y\u00fck\u00fcml\u00fcl\u00fcklere ili\u015fkin yol g\u00f6stermeyi ama\u00e7lamaktad\u0131r.<\/p>\n

K\u0131lavuz neler getiriyor? <\/strong><\/h3>\n

K\u0131lavuz, esas olarak, sat\u0131c\u0131 ve sa\u011flay\u0131c\u0131lar ya da arac\u0131 hizmet sa\u011flay\u0131c\u0131lar taraf\u0131ndan sunulan mal veya hizmete ve bunlar\u0131n yan s\u00f6zle\u015fmelerine ili\u015fkin, internet ortam\u0131nda yap\u0131lan t\u00fcketici de\u011ferlendirmelerini kapsamaktad\u0131r. \u015eikayet platformlar\u0131nda yay\u0131nlanan de\u011ferlendirmeler de K\u0131lavuz kapsam\u0131nda de\u011ferlendirilmektedir. T\u00fcketicinin yaz\u0131l\u0131 yorumunun yan\u0131nda puan\/y\u0131ld\u0131z vermesi de, K\u0131lavuz madde 5\/3 uyar\u0131nca, t\u00fcketici de\u011ferlendirmesi olarak ele al\u0131nmaktad\u0131r. \u00d6te yandan, t\u00fcketici i\u015flemi kapsam\u0131nda olmayan sat\u0131n alma ve uygulamalara ili\u015fkin de\u011ferlendirmelerle, sat\u0131c\u0131 ya da sa\u011flay\u0131c\u0131 ad\u0131na hareket etmeyen ger\u00e7ek ve t\u00fczel ki\u015filerin internet ortam\u0131nda, bir mal veya hizmete ili\u015fkin bilgi verme ama\u00e7l\u0131, kendi deneyimini payla\u015ft\u0131\u011f\u0131 t\u00fcketici de\u011ferlendirmelerinin (\u00f6rne\u011fin, bir ger\u00e7ek ki\u015finin kendine ait blog sayfas\u0131ndaki seyahati ile ilgili de\u011ferlendirmeleri) K\u0131lavuz kapsam\u0131nda olmad\u0131\u011f\u0131 a\u00e7\u0131k\u00e7a ifade edilmektedir.
\nK\u0131lavuz’un 5.maddesi, t\u00fcketici de\u011ferlendirmesi kapsam\u0131nda say\u0131lmas\u0131 gereken durumlar ile de\u011ferlendirme yapabilecek ki\u015fileri h\u00fck\u00fcm alt\u0131na almaktad\u0131r. Buna g\u00f6re, T\u00fcketici de\u011ferlendirmeleri, (i) bir mal veya hizmete ili\u015fkin olabilece\u011fi gibi (ii) mal veya hizmeti sunan sat\u0131c\u0131, sa\u011flay\u0131c\u0131 ya da arac\u0131 hizmet sa\u011flay\u0131c\u0131s\u0131na ili\u015fkin veya (iii) teslimat, kredi ve sigorta hizmeti gibi yan s\u00f6zle\u015fmelere ili\u015fkin olabilmektedir.<\/p>\n

Ayr\u0131ca, s\u00f6z konusu de\u011ferlendirmeleri yapabilmek i\u00e7in, t\u00fcketici, de\u011ferlendirme yapt\u0131\u011f\u0131 mal\u0131 veya hizmeti mutlaka sat\u0131n alm\u0131\u015f olmal\u0131d\u0131r. Bununla beraber, sipari\u015f iptali, s\u00f6zle\u015fmenin feshi veya cayma hakk\u0131n\u0131n kullan\u0131lmas\u0131 halinde, sat\u0131n alma s\u00fcrecinin geldi\u011fi a\u015famaya kadar olan s\u00fcre\u00e7te ya\u015fanan deneyimlerle s\u0131n\u0131rl\u0131 olarak yap\u0131lan de\u011ferlendirmeler de sat\u0131n alma kapsam\u0131nda kabul edilmektedir.<\/p>\n

K\u0131lavuz madde 5\/5 uyar\u0131nca, sat\u0131c\u0131, sa\u011flay\u0131c\u0131 veya arac\u0131 hizmet sa\u011flay\u0131c\u0131n\u0131n t\u00fcketici de\u011ferlendirmelerinin yay\u0131nlanmas\u0131na imkan sa\u011flayabilece\u011fi haller a\u015fa\u011f\u0131daki gibidir:<\/p>\n

    \n
  • Sat\u0131c\u0131\/sa\u011flay\u0131c\u0131n\u0131n fiziki ma\u011fazas\u0131ndan sat\u0131n al\u0131nan mal veya hizmete ili\u015fkin internet ortam\u0131nda yap\u0131lan de\u011ferlendirmelerin yay\u0131nlanmas\u0131<\/li>\n
  • Mal veya hizmet sunan sat\u0131c\u0131 hakk\u0131nda, arac\u0131 hizmet sa\u011flay\u0131c\u0131ya ait platformda yap\u0131lan de\u011ferlendirmelerin yay\u0131nlanmas\u0131<\/li>\n
  • Ba\u015fka bir sitede payla\u015f\u0131lm\u0131\u015f de\u011ferlendirmenin (hangi siteden al\u0131nd\u0131\u011f\u0131n\u0131 belirtmek suretiyle) o mal veya hizmeti sat\u0131\u015fa sunan ba\u015fka bir sat\u0131c\u0131n\u0131n internet sitesinde veya arac\u0131 hizmet sa\u011flay\u0131c\u0131ya ait platformda yay\u0131nlanmas\u0131.<\/li>\n<\/ul>\n

    Gerekli incelemeleri yap\u0131lm\u0131\u015f olan t\u00fcketici de\u011ferlendirmelerinin, olumlu ve olumsuz ayr\u0131m\u0131 yap\u0131lmaks\u0131z\u0131n, en az bir y\u0131l s\u00fcreyle, tarih, de\u011ferlendirme notu, sat\u0131c\u0131 veya sa\u011flay\u0131c\u0131ya g\u00f6re s\u0131ralanma gibi objektif \u00f6l\u00e7\u00fctler do\u011frultusunda yay\u0131nlanmas\u0131 gerekmektedir.<\/p>\n

    K\u0131lavuz’da \u00f6ne \u00e7\u0131kan bir di\u011fer d\u00fczenleme ise, sat\u0131\u015fa sunulan bir mal veya hizmete ili\u015fkin sa\u011fl\u0131k beyanlar\u0131 kullan\u0131m\u0131na izin verilmemesidir. Bu do\u011frultuda, \u00f6rne\u011fin, sat\u0131\u015fa sunulan kozalak macunu \u00fcr\u00fcn\u00fcne ili\u015fkin \u201c\u00d6ks\u00fcr\u00fc\u011f\u00fcme iyi geldi, ast\u0131m ve bron\u015fite kar\u015f\u0131 faydal\u0131<\/em>\u201d \u015feklinde yap\u0131lan de\u011ferlendirmelerin yay\u0131nlanmamas\u0131 gerekti\u011fi ifade edilmektedir.<\/p>\n

    K\u0131lavuz’un 6. maddesi uyar\u0131nca, sat\u0131c\u0131, sa\u011flay\u0131c\u0131 veya arac\u0131 hizmet sa\u011flay\u0131c\u0131 taraf\u0131ndan de\u011ferlendirmelerin yay\u0131nlanmas\u0131na y\u00f6nelik olarak belirlenen kurallar, de\u011ferlendirmelerin yay\u0131nland\u0131\u011f\u0131 alanda veya t\u00fcketicilerin y\u00f6nlendirildi\u011fi a\u00e7\u0131l\u0131r ekranda yer almal\u0131d\u0131r. Bununla beraber, sat\u0131c\u0131, sa\u011flay\u0131c\u0131 veya arac\u0131 hizmet sa\u011flay\u0131c\u0131 taraf\u0131ndan belirlenen kurallar\u0131n, t\u00fcketicinin mal veya hizmete ya da teslimat gibi yan s\u00f6zle\u015fmelere ili\u015fkin konularda de\u011ferlendirme yapmas\u0131n\u0131 engelleyecek \u015fekilde d\u00fczenlenemeyece\u011fi ifade edilmektedir. Ancak, sat\u0131c\u0131, sa\u011flay\u0131c\u0131 veya arac\u0131 hizmet sa\u011flay\u0131c\u0131lar\u0131n, ayr\u0131mc\u0131l\u0131k yasa\u011f\u0131n\u0131 ihlal eden, tehdit niteli\u011finde veya k\u00fcf\u00fcr i\u00e7eren de\u011ferlendirmeleri yay\u0131nlamamay\u0131 ilke olarak kabul etmeleri m\u00fcmk\u00fcnd\u00fcr. Bu bak\u0131mdan dikkat edilmesi gereken hususlar, yay\u0131n ilkesine uygun olmad\u0131\u011f\u0131 gerek\u00e7esiyle de\u011ferlendirmesi reddedilen t\u00fcketiciye gerekli bilgilendirmenin yap\u0131lmas\u0131 ve d\u00fczeltme yaparak yeniden de\u011ferlendirme yapma imkan\u0131 tan\u0131nmas\u0131d\u0131r.<\/p>\n

    K\u0131lavuz, t\u00fcketicilerin bilgilendirilmesi konusunda sat\u0131c\u0131, sa\u011flay\u0131c\u0131 ve arac\u0131 hizmet sa\u011flay\u0131c\u0131lara baz\u0131 y\u00fck\u00fcml\u00fcl\u00fckler getirmektedir. \u00d6rne\u011fin, ortalama de\u011ferlendirme puan\u0131n\u0131n nas\u0131l hesapland\u0131\u011f\u0131, de\u011ferlendirmelerin nas\u0131l s\u0131raland\u0131\u011f\u0131 ve yay\u0131nlanan de\u011ferlendirmelerin o mal veya hizmeti sat\u0131n alan t\u00fcketiciler taraf\u0131ndan yap\u0131ld\u0131\u011f\u0131n\u0131n ispat\u0131na ili\u015fkin uygulanan s\u00fcre\u00e7ler konusunda, t\u00fcketiciler a\u00e7\u0131k ve anla\u015f\u0131l\u0131r bi\u00e7imde bilgilendirilmelidir. Arac\u0131 hizmet sa\u011flay\u0131c\u0131lar, ayr\u0131ca, de\u011ferlendirme yapan t\u00fcketicinin o mal ya da hizmeti ger\u00e7ekten sat\u0131n alan bir ki\u015fi oldu\u011fu hakk\u0131nda di\u011fer t\u00fcketicileri ayd\u0131nlatmal\u0131d\u0131r. K\u0131lavuz’da yer alan \u00f6rnekler uyar\u0131nca, s\u00f6z konusu ayd\u0131nlatman\u0131n “\u2026 sat\u0131c\u0131s\u0131ndan sat\u0131n al\u0131nd\u0131<\/em>” veya “Do\u011frulanm\u0131\u015f kullan\u0131c\u0131<\/em>” gibi ifadelerle ger\u00e7ekle\u015ftirilmesi m\u00fcmk\u00fcnd\u00fcr.<\/p>\n

    Hangi de\u011ferlendirmelerin yay\u0131nlanaca\u011f\u0131 hususunun yan\u0131 s\u0131ra, K\u0131lavuz’un 7. Maddesinde, sat\u0131c\u0131, sa\u011flay\u0131c\u0131 ya da arac\u0131 hizmet sa\u011flay\u0131c\u0131lar\u0131n, t\u00fcketicinin yapt\u0131\u011f\u0131 de\u011ferlendirmenin yay\u0131nlanmas\u0131na ili\u015fkin i\u015fletmeleri gereken “kontrol s\u00fcreci” d\u00fczenlenmektedir. Buna g\u00f6re, s\u00f6z konusu s\u00fcrecin zorlu\u011fu, t\u00fcketiciler bak\u0131m\u0131ndan makul ve orant\u0131l\u0131 olmal\u0131, de\u011ferlendirme yapan t\u00fcketicinin cesaretini k\u0131rmamal\u0131d\u0131r. \u0130lgili maddenin devam\u0131nda, doland\u0131r\u0131c\u0131l\u0131k faaliyetlerini otomatik olarak tespit edebilen ara\u00e7lar kullanmak ve \u015f\u00fcpheli de\u011ferlendirmelerle ilgili \u015fikayetlere yan\u0131t vermek i\u00e7in \u00f6nlemler almak gibi makul ve orant\u0131l\u0131 kontrol s\u00fcre\u00e7lerinin nas\u0131l olabilece\u011fine ili\u015fkin \u00f6rneklere yer verilmektedir Ek olarak, de\u011ferlendirmelerin olumlu veya olumsuz olmas\u0131na bak\u0131lmaks\u0131z\u0131n ayn\u0131 kontrol s\u00fcrecine ve zaman s\u0131n\u0131r\u0131na tabi olmas\u0131 gerekti\u011fi vurgulanmaktad\u0131r.<\/p>\n

    K\u0131lavuz, ayr\u0131ca, yan\u0131lt\u0131c\u0131 de\u011ferlendirme olarak nitelendirilebilecek durumlar\u0131 da d\u00fczenlemektedir. Bu kapsamda, bir menfaat kar\u015f\u0131l\u0131\u011f\u0131nda yap\u0131lan be\u011feni, onay belirten sembol ve ifadelerin (d\u00fcr\u00fcst ve objektif olmamas\u0131 nedeniyle) yan\u0131lt\u0131c\u0131 oldu\u011fu belirtilmektedir. Benzer \u015fekilde, sat\u0131n al\u0131nandan farkl\u0131 bir mal veya hizmete y\u00f6nelik yap\u0131lan de\u011ferlendirmeler de yan\u0131lt\u0131c\u0131 de\u011ferlendirme olarak kabul edilmektedir. K\u0131lavuz’da yan\u0131lt\u0131c\u0131 de\u011ferlendirmelerin yay\u0131nlanamayaca\u011f\u0131 belirtilmektedir.<\/p>\n

    K\u0131lavuz’un 8. maddesinin 3, 4 ve 5. f\u0131kralar\u0131nda sat\u0131c\u0131, sa\u011flay\u0131c\u0131 ya da arac\u0131 hizmet sa\u011flay\u0131c\u0131lar\u0131n t\u00fcketici de\u011ferlendirmelerini manip\u00fcle edebilecek uygulamalardan ka\u00e7\u0131nmas\u0131 gerekti\u011fi ifade edilmektedir. Bu kapsamda, manip\u00fcle edici uygulama olarak de\u011ferlendirilebilecek durumlar, ilgili maddede ayr\u0131nt\u0131l\u0131 olarak a\u00e7\u0131klanmaktad\u0131r. \u00d6rne\u011fin, t\u00fcketicilerin bir mal veya hizmeti yaln\u0131zca tek bir y\u00f6n\u00fcyle de\u011ferlendirme yapabilmesini sa\u011flamak, t\u00fcketicilerin olumlu yorum yapmas\u0131n\u0131 te\u015fvik etme ama\u00e7l\u0131 hediye \u00e7eki, indirim imkan\u0131 gibi f\u0131rsatlar sunmak ve olumsuz de\u011ferlendirme yap\u0131lmas\u0131na ili\u015fkin zorluk \u00e7\u0131kartmak veya ek y\u00fck\u00fcml\u00fcl\u00fckler getirmek, bu kapsamda kabul edilmektedir.<\/p>\n

    Yukar\u0131da say\u0131lanlara paralel olarak, K\u0131lavuz’un 8. maddesi uyar\u0131nca, yaln\u0131zca olumlu t\u00fcketici de\u011ferlendirmelerinin yay\u0131nlanmas\u0131n\u0131 veya olumsuz de\u011ferlendirmelerin yay\u0131nlanmamas\u0131n\u0131 sa\u011flamak, ilgili verileri manip\u00fcle ederek arama motorlar\u0131 \u00fczerinden i\u015fletmelerin g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcn yan\u0131lt\u0131c\u0131 bi\u00e7imde artt\u0131rmak ve t\u00fcketicilere \u00f6nceden doldurulmu\u015f olumlu de\u011ferlendirme \u015fablonlar\u0131 sa\u011flamak, haks\u0131z ticari uygulama olarak de\u011ferlendirilmekte olup, bu y\u00f6ndeki t\u00fcketici de\u011ferlendirmelerinin yay\u0131nlanamayacaklar\u0131 ifade edilmektedir.<\/p>\n

    K\u0131lavuz kapsam\u0131nda y\u00fck\u00fcml\u00fc olan ki\u015filer, K\u0131lavuz’un 9. maddesinde d\u00fczenlenmektedir. Buna g\u00f6re, reklam verenlerin, reklam ajanslar\u0131n\u0131n ve mecra kurulu\u015flar\u0131n\u0131n ayr\u0131 ayr\u0131 sorumlu oldu\u011fu ve K\u0131lavuz’a uygun olmayan reklam ve ticari uygulaman\u0131n daha sonra d\u00fczeltilmesi veya telafi edilmesinin, tespit edilen ayk\u0131r\u0131l\u0131\u011fa ili\u015fkin sorumlulu\u011fu ortadan kald\u0131rmayaca\u011f\u0131 belirtilmektedir.<\/p>\n

    Sonu\u00e7<\/strong><\/h3>\n

    K\u0131lavuz ile, t\u00fcketici de\u011ferlendirmelerinin ne oldu\u011fu hakk\u0131nda bir \u00e7er\u00e7eve \u00e7izilerek s\u00f6z konusu de\u011ferlendirmelerin t\u00fcketiciyi yan\u0131lt\u0131c\u0131 olmamas\u0131 ad\u0131na sat\u0131c\u0131, sa\u011flay\u0131c\u0131 ve arac\u0131 hizmet sa\u011flay\u0131c\u0131lara \u00e7e\u015fitli y\u00fck\u00fcml\u00fcl\u00fckler getirilmektedir. Bu do\u011frultuda, sat\u0131c\u0131, sa\u011flay\u0131c\u0131 ve arac\u0131 hizmet sa\u011flay\u0131c\u0131lar\u0131n t\u00fcketici de\u011ferlendirmelerinin yay\u0131nlanmas\u0131na ili\u015fkin s\u00fcre\u00e7te, s\u00fcrecin objektif ve makul bir \u015fekilde y\u00fcr\u00fct\u00fclmesini esas alan bir rehber niteli\u011fi ta\u015f\u0131yan K\u0131lavuz’u detayl\u0131 \u015fekilde inceleyerek gerekli uyum s\u00fcrecini y\u00fcr\u00fctmesi \u00f6nem arz etmektedir.<\/p>\n","protected":false},"excerpt":{"rendered":"

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