Protection of the consumer against misleading advertisements in electronic commerce and control of misleading advertisements

Today, with the development of technology, trade has moved to the electronic environment and all business and transactions have started to be carried out through electronic commerce. This development has changed the business methods of all sectors. Especially businesses have started to carry out their transactions through electronic commerce. As consumers started to use electronic commerce, businesses started to carry out their advertising and promotional activities through electronic media and thus e-advertising emerged. Advertisements are tools that act as a bridge between consumers and businesses. Businesses try to increase the sales of products or services and the recognition of brands through advertisements. Consumers also have detailed information about products or services through advertisements and find the opportunity to compare them. For this reason, advertisements are of great importance both in terms of ensuring competition and enlightening the consumer. Various new types of advertisements have emerged with e-advertising. Through these e-advertisements, advertisers may sometimes make deceptive advertisements that are not in accordance with the law. Due to the weak control of electronic media and the lack of sufficient knowledge on the subject, businesses prefer to make deceptive advertisements and thus mislead the consumer and affect the will to purchase. Deceptive advertising not only causes the consumer to be victimized, but also negatively affects the competition market by creating unfair competition for competitors. In our study, the ways of consumer protection against deceptive advertisements in electronic commerce and the control of deceptive advertisements are discussed. For a better understanding of the subject, firstly, the concepts of electronic commerce and consumer are clarified. Subsequently, the concept of deceptive advertisement is examined and e-advertisements that consumers encounter in electronic commerce are mentioned. In the event that e-advertisements are made as deceptive advertisements, the ways of consumer protection and the control mechanisms of deceptive advertising are explained. While explaining all these concepts, the decisions of the Advertising Board have been utilized from time to time.