Türkiye’s 10-Day Discount Price Rule: A Fashion Brand Guide

What does Türkiye's ten-day discount price rule change?

The crossed-out price must reflect the lowest price used in the ten days before the sale starts.

Türkiye's Ministry of Trade says the amendment published on 1 July 2026 took effect on 1 August 2026. The Ministry's official summary of the new advertising rules also brings conditional benefits within the discount-sales framework. Offers such as a member price, a multi-buy saving or a benefit above a basket threshold therefore require more than attractive copy.

For a fashion brand, the work starts before design. Store, web, sales and legal teams need the same record of each price and when it was used. A product variant means a distinct version, such as one size or colour. Without that detail, the team should not publish a saving or crossed-out price.

The task is to make the claim fit the real offer. A price in one shop does not, by itself, prove a claim for the brand's whole range. This guide sets out a work plan for the team, not legal advice for a specific sale. Seek legal review where the offer or the pricing history is unclear.

How should a fashion brand build the price-evidence file?

Build a record for each product variant and sales channel, covering the full ten days before launch.

A single “previous price” column is too blunt. The same style may have different prices by colour, size, store, app or marketplace. A coupon, membership rule or basket condition may change the benefit available to the customer. The record must show which customer could obtain which price and under what condition.

• Product: Stock code, colour, size, season and the contents of any bundle.
• Channel identity: Store, brand website, app, marketplace and social-commerce surface.
• Time record: Start and end timestamp for every price, plus the planned promotion launch.
• Conditions: Membership, voucher, basket threshold, multi-buy, location or payment restriction.
• Evidence: Pricing-system export, product-page capture, till test and named approval owner.

Take the lowest value from the source system; do not let the campaign owner pick it. The sales team can explain gaps, and a legal reviewer can assess edge cases. The copywriter then works from the approved facts. Keep the old entry, reason and date when a price record is fixed.

Consider a jacket sold through a website and a shop. A web voucher reduced its price last weekend, but the shop did not run that offer. One row marked “old price” hides this difference. The file needs to show who could obtain each price, where, and on which terms.

How should the customer-facing claim be chosen?

Choose the narrowest claim that the checked products, prices, dates and terms can support.

The claim “everything reduced” makes a simple poster but demands proof for the whole range. A “flat 50% off” claim fails if some sizes have a lower discount. The “lowest price of the season” needs a broader record than a short sale file. Start with the facts, then choose the words.

• Scope check: Is every general word true, or must the copy name selected products, categories or locations?
• Reference check: Does the crossed-out value match the verified lowest price in the relevant ten-day record?
• Calculation check: Does the displayed percentage follow from the approved reference and current price?
• Timing check: Do the start and end dates match across creative, product pages, email and stores?
• Availability check: Would a reasonable customer understand important stock, size or channel limits?

Use a simple test case before signing off the design. If the valid reference is TRY 1,000 and the sale price is TRY 800, the saving is 20%. An older TRY 1,200 label does not become the right reference just because it produces a bigger saving. These are example figures, not a real brand's prices.

Next, view the advert on a small phone screen. Can a buyer read “selected items” as well as the large discount? Check what the claim means at a glance. Small print should not have to reverse the main promise.

How can stores, ecommerce and social posts remain consistent?

Use one approved record, then show the relevant terms where the customer chooses what to buy.

A store entrance poster can summarise scope, but the rail and product label must explain the actual item. Ecommerce should place the current price, valid reference, period and material condition together on the product page. A social post may lead with the idea, yet it should not hide an essential restriction behind several taps. Email and push notifications should not promise a price that disappears on arrival.

Use a short campaign card as the team's shared brief. List the approved claim, products, price method, dates, stock limits, image links and owner. A request for a stronger slogan goes back to that owner. A local team should not turn “selected items” into “everything” to fit a poster.

Creator activity adds a separate disclosure duty. FL PR & Communications' guide to influencer advertising disclosure in Türkiye explains how a commercial benefit should be labelled and how the live post should be retained. A correct discount does not excuse a hidden commercial relationship, and a clear advertising label does not repair an unsupported price.

Cross-border teams need to separate shared facts from local terms. The product and source data may stay the same, while tax display, currency and the relevant price period need local review. FL PR & Communications' UK market-entry communications guide uses a related method: adapt the proof and claim to the buyer, not just the language. It is an agency guide, not evidence of a fashion client's results.

Which mistakes become reputation incidents?

A price error harms trust when customers face hidden limits, conflicting prices or an answer that avoids the problem.

A shopper sees one price in an advert and another at the till. A sale sign remains up after the offer ends. Staff give different answers about which sizes qualify. Such gaps can make a customer question the whole offer, not just the amount charged.

Evidence: The Advertising Board's 9 April 2026 decisions bulletin includes sanctions involving expired sale ads and claims that did not match the store offer. These decisions predate the new ten-day rule. They show why ads must match real terms; they are not enforcement cases under the August rule.

When a fault appears, pause the affected advertising first. Identify channels, products, dates and customers; establish the correct price and a remedy; then publish a short factual notice. It should state what was wrong, what period was affected, what has changed and where a customer can obtain help. Legal and customer-experience owners should approve the wording together.

Do not bundle unrelated promises into the correction. If the sale creative also calls an item “sustainable” or “better for the planet,” that statement needs its own evidence. The fashion evidence plan for EU green claims shows why price proof and environmental proof are different records. A lower price does not create an environmental benefit.

What does a 48-hour approval sequence look like?

Start with the product list and price records, then test the offer as a customer would see it.

1. 48–36 hours before launch: Commerce closes the product, variant, channel, date and condition list; data produces the ten-day price history.
2. 36–24 hours: Compliance checks the reference value, percentage and exceptions; uncertain products leave the campaign.
3. 24–16 hours: Communications and design build store, site, app, email and social versions from the approved claim set only.
4. 16–8 hours: Channel owners compare the creative with live product pages, a till test and a representative store display.
5. 8–2 hours: The team assembles system exports, captures, approval history, asset versions and the correction plan into one evidence file.
6. Launch and first two hours: Owners recheck representative products, links, conditions, stock language and the customer-service answer.

The person who produced the creative should not perform the last check. A second reviewer follows the journey as a first-time customer: advert, product selection, size change, basket and any qualifying condition. If the displayed result differs from the promise, the campaign remains blocked.

Retention also needs an owner. A screenshot proves appearance but not necessarily the source or timing of a price. The evidence file should preserve the underlying export, version history and approval timestamp, so a consumer query, internal audit or regulator review can be answered from the same chain of facts.

This is a suggested work plan, not a legal deadline. Missing data should lead to a narrower sale or a later launch, not a guessed price. Keep a named owner for the end of the sale too. Removing old signs and closing expired offers is part of the job.

How should discount communications be measured?

Track whether prices match, terms are clear and faults are fixed, alongside the sales result.

Sales, stock turn, basket value and returns remain useful. They cannot reveal whether the customer received a fair explanation. Communications teams therefore need a companion dashboard recording reported price differences, “what is included?” questions, removed creative, store-versus-site mismatches and repeat faults.

• Accuracy: Share of sampled products whose advert, page and till price match.
• Clarity: Share of campaign contacts concerning scope, date or conditions.
• Correction speed: Time from first verified fault to paused media and visible remedy.
• Evidence coverage: Share of promoted variants with a complete price history and approval record.
• Trust outcome: Resolution rate, repeat complaint rate and price-related return pattern.

Review the results with store, web, sales, legal and customer-service owners. Name the fault, the failed check and the change needed before the next sale. Do not treat a deleted advert as proof that the underlying price issue is fixed. The FL PR & Communications Expert Insights archive contains further guides for planning and checking public claims.

Frequently Asked Questions

These short answers cover the pricing decisions fashion teams most often encounter under the new rule.