How does the “lowest price of the last 10 days” rule work in Türkiye?

Türkiye’s Ministry of Trade amended the Regulation on Commercial Advertising and Unfair Commercial Practices (Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği) in the Official Gazette, Resmî Gazete, of 1 July 2026, No. 33297. The change came into force on 1 August 2026⁠¹⁠^,4.

Under Article 14 of the Regulation, in advertising for goods the pre‑discount price is the lowest price charged in the ten days before the discount starts⁠². In short, the struck‑through price cannot be higher than the lowest price of those 10 days.

Before, the period was 30 days: the rule in force from 1 March 2022 to 1 August 2026 looked at the lowest price of the thirty days before the discount⁠⁵. The period is now shorter; according to the Ministry, the aim is to prevent an impression of large discounts that does not reflect reality⁠³.

The same article also lists what a discount advert must show: the pre‑discount price, the start and end dates of the discount and, if the number of discounted items is capped at a set quantity, that quantity⁠².

The price log below is an example; it does not belong to a real store. The discount starts on 15 October, so the days that count are the 10 days from 5 to 14 October.

In this example the day the discount starts is not counted; the 10 calendar days before it are. If you are unsure how to count the days, ask your lawyer.

The Ministry says the lowest price of the 10 days may be shown struck through as the pre‑discount price⁠⁴. Set up the discount label on the product page with the same calculation. The Regulation also bans wording and images that confuse which products are discounted or how large the discount is, or that make the discount look bigger than it is⁠².

A practical rule: for the same channel, the banner, the e‑mail, the social media post and the product page show the same rate and the same dates. Work out the rate on a marketplace separately, from that marketplace’s price log.

For perishable goods such as fruit and vegetables, and for services, there is no 10-day calculation. Here the price just before the discounted price is used⁠².

If you sell the same product in your own store and on a marketplace, the pre‑discount price is set only by the prices in the channel where the discount runs. A price in one channel cannot be the basis for a discount in another⁠². So keep a separate price log for each channel.

Conditional discounts are covered too: the article applies to discount adverts tied to a set amount, quantity or action, except the rule on showing the number of items⁠²⁠^,3. The same article also applies to discount adverts in loyalty programmes that consumers can join easily⁠².

To apply the rule you need to know your past prices. If your platform does not keep a price history, a simple table filled in at the same time every day is enough. Write a line every day, not only on the day the price changes; that way it is clear which day ran at which price.