{"status":true,"post":{"id":53880,"user_id":29,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2024-07-22 11:31:00","created_at":"2024-07-22T08:31:00.000000Z","updated_at":"2024-07-22T08:31:00.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":53880,"is_featured":0,"title":"Dijital reklamlarda anahtar kelimeyle marka hakk\u0131 ihlali","slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"home_title":null,"sub_title":null,"category_id":73,"description":"Av. Muhammet AKSAN","content":"


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Google arama motoru \u00fczerinden yap\u0131lan aramalarda kullan\u0131lan anahtar kelimeler, Google Ads reklam sisteminin de temelini olu\u015fturuyor. Google Ads gibi dijital reklam faaliyetleri i\u00e7in i\u015fletmeler taraf\u0131ndan se\u00e7ilen reklam metinleri ve anahtar kelimeler \u00fczerinde herhangi bir k\u0131s\u0131tlama ve Google gibi arama motorlar\u0131 taraf\u0131ndan ger\u00e7ekle\u015ftirilen bir denetim bulunmuyor. B\u00f6ylece anahtar kelime \u00fczerinde as\u0131l hak sahibi konumundaki ticaret unvan\u0131 ve\/veya marka hakk\u0131 sahibi d\u0131\u015f\u0131ndaki ki\u015filerin \u00fccret \u00f6demesi ile dijital reklam vermesi m\u00fcmk\u00fcn. Bunun sonucunda marka hukuku ve haks\u0131z rekabet hukuku temelinde uyu\u015fmazl\u0131klar do\u011fuyor.<\/span><\/p>

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Google Ads yoluyla marka hakk\u0131n\u0131n ihlali ve haks\u0131z rekabet ortam\u0131n\u0131n olu\u015fturulmas\u0131 kapsam\u0131nda Google\u2019\u0131n ve bu yolla reklam veren ticari i\u015fletmenin sorumlulu\u011fu da ele al\u0131nmas\u0131 gereken bir di\u011fer \u00f6nemli ba\u015fl\u0131kt\u0131r. 5651 say\u0131l\u0131 \u0130nternet Ortam\u0131nda Yap\u0131lan Yay\u0131nlar\u0131n D\u00fczenlenmesi ve Bu Yay\u0131nlar Yoluyla \u0130\u015flenen Su\u00e7larla M\u00fccadele Edilmesi Hakk\u0131nda Kanun\u2019un 2. maddesi kapsam\u0131nda tan\u0131mlanan yer sa\u011flay\u0131c\u0131 ibaresi, Google\u2019\u0131n stat\u00fcs\u00fcn\u00fc tan\u0131ml\u0131yor. \u0130lgili maddeye g\u00f6re yer sa\u011flay\u0131c\u0131, hizmet ve i\u00e7erikleri bar\u0131nd\u0131ran sistemleri sa\u011flayan veya i\u015fleten ger\u00e7ek veya t\u00fczel ki\u015fileri ifade ediyor. Ayn\u0131 kanunun 5. maddesine g\u00f6re ise \u201c(1) Yer sa\u011flay\u0131c\u0131, yer sa\u011flad\u0131\u011f\u0131 i\u00e7eri\u011fi kontrol etmek veya hukuka ayk\u0131r\u0131 bir faaliyetin s\u00f6z konusu olup olmad\u0131\u011f\u0131n\u0131 ara\u015ft\u0131rmakla y\u00fck\u00fcml\u00fc de\u011fildir. (2) Yer sa\u011flay\u0131c\u0131, yer sa\u011flad\u0131\u011f\u0131 hukuka ayk\u0131r\u0131 i\u00e7eri\u011fi bu kanunun 8. ve 9. maddelerine g\u00f6re haberdar edilmesi h\u00e2linde yay\u0131ndan \u00e7\u0131karmakla y\u00fck\u00fcml\u00fcd\u00fcr.\u201d \u00a0<\/span><\/p>

\u00a0<\/span><\/p>

\u0130\u015eLETMEN\u0130N SORUMLULU\u011eU<\/span><\/strong><\/p>

\u00a0<\/span><\/p>

ATAD, Google\u2019\u0131n yer sa\u011flay\u0131c\u0131 imtiyaz\u0131ndan faydaland\u0131r\u0131l\u0131p faydaland\u0131r\u0131lmamas\u0131 konusunda takdiri ulusal mahkemelere b\u0131rakt\u0131. Google\u2019\u0131n reklam politikalar\u0131 incelendi\u011finde ticari markalar\u0131n anahtar kelime olarak kullan\u0131m\u0131n\u0131n k\u0131s\u0131tlanmad\u0131\u011f\u0131n\u0131, ticari marka do\u011frudan bir rakibin reklam\u0131nda kullan\u0131l\u0131yor ya da reklam, ticari markay\u0131 kafa kar\u0131\u015ft\u0131r\u0131c\u0131, aldat\u0131c\u0131 veya yan\u0131lt\u0131c\u0131 bir \u015fekilde kullan\u0131yor ise k\u0131s\u0131tlanabilece\u011fini d\u00fczenliyor. Google Ads \u00fczerinden fatura adresinin bulundu\u011fu \u00fclke T\u00fcrkiye olarak se\u00e7ildi\u011finde kar\u015f\u0131m\u0131za \u00e7\u0131kan h\u00fck\u00fcm ve ko\u015fullar\u0131n 6. maddesinde \u201cm\u00fc\u015fteri, herhangi bir \u00fc\u00e7\u00fcnc\u00fc ki\u015finin herhangi bir fikri m\u00fclkiyet hakk\u0131n\u0131 ihlal etmeyece\u011fini ve zarar verici, k\u00f6t\u00fc, m\u00fcstehcen, tehdit edici veya hakaret edici herhangi bir unsur i\u00e7ermeyece\u011fini taahh\u00fct eder\u201d h\u00fckm\u00fc bulunuyor. Buradan hareketle reklam veren ticari i\u015fletmenin do\u011frudan sorumlulu\u011fu g\u00fcndeme geliyor.<\/span><\/p>

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T\u00dcKET\u0130C\u0130LER\u0130 YANILTIYORSA<\/span><\/strong><\/p>

\u00a0<\/span><\/p>

Konu hakk\u0131nda Reklam Kurulu taraf\u0131ndan 12 Mart 2024 tarihli 343 say\u0131l\u0131 toplant\u0131da \u015fik\u00e2yete tabi yap\u0131lan incelemelerde Ticari Reklam ve Haks\u0131z Ticari Uygulamalar Y\u00f6netmeli\u011fi ile 6502 say\u0131l\u0131 T\u00fcketicilerin Korunmas\u0131 Hakk\u0131ndaki Kanun \u00e7er\u00e7evesinde de\u011ferlendirmelerde bulunuldu. Bu kapsamda ele al\u0131nan 2024\/2237 dosya no\u2019lu \u015fik\u00e2yete konu reklamda d\u00fcnyaca \u00fcnl\u00fc bir perakende \u015firketi taraf\u0131ndan yine bir di\u011fer d\u00fcnyaca \u00fcnl\u00fc film\/dizi \u015firketinin markas\u0131 Google \u00fczerinden anahtar kelime olarak kullan\u0131larak arama motoru \u00fczerinden film\/dizi \u015firketi arat\u0131ld\u0131\u011f\u0131nda \u00fcst s\u0131rada \u00f6nce \u015fik\u00e2yete tabi perakende \u015firketinin sitesinin \u00e7\u0131kt\u0131\u011f\u0131 tespit edildi.\u00a0<\/span><\/p>

\u00a0<\/span><\/p>

Reklam Kurulu taraf\u0131ndan \u201cGoogle sistemi \u00fczerinden ger\u00e7ekle\u015ftirilen tan\u0131t\u0131mlarda mecra kurulu\u015fu taraf\u0131ndan sunulan anahtar kelimelerin se\u00e7ilmesinin veya reklam veren taraf\u0131ndan girilen anahtar kelimeler ile ba\u015fl\u0131klar\u0131n belirlenmesi ve sisteme girilmesinin reklam verenin sorumlulu\u011funda olmas\u0131 hususlar\u0131 birlikte de\u011ferlendirildi\u011finde s\u00f6z konusu tan\u0131t\u0131mlar\u0131n t\u00fcketicileri yan\u0131lt\u0131c\u0131 nitelikte oldu\u011fu\u201d gerek\u00e7eleriyle Ticari Reklam ve Haks\u0131z Ticari Uygulamalar Y\u00f6netmeli\u011fi\u2019nin 7\/1, 7\/2, 7\/3, 7\/4, 7\/5-b, 7\/5-f, 9\/1, 9\/2, 9\/5, 11\/1-a, 11\/1-b ve 32\/1. maddeleri ile 6502 say\u0131l\u0131 TKHK\u2019n\u0131n 61. maddesi uyar\u0131nca an\u0131lan reklamlar\u0131 durdurma cezas\u0131 verildi.<\/span><\/p>

Sonu\u00e7 olarak dijital reklamc\u0131l\u0131\u011f\u0131n bir g\u00f6r\u00fcn\u00fcm\u00fc olan Google Ads ile reklam vermeden \u00f6nce konunun marka hukuku, reklam hukuku, haks\u0131z rekabet hukuku ve bunlarla s\u0131n\u0131rl\u0131 olmayan bir\u00e7ok hukuk alan\u0131yla temas\u0131n\u0131n oldu\u011fu g\u00f6z \u00f6n\u00fcnde bulundurulmal\u0131<\/span><\/p>","slug":"dijital-reklamlarda-anahtar-kelimeyle-marka-hakki-ihlali","tags":null,"meta_title":null,"meta_description":null,"meta_keywords":null,"news_cover_min":"\/front\/uploads\/blog\/thumbnail\/1721595600buuKvpVvbiuKv27.webp","news_cover":null,"news_video_min":null,"news_video":null,"view_count":5086,"cropped_1200x675":null,"user":{"id":29,"name":"MUHAMMET","surname":"AKSAN","email":"av-muhammet-aksan@gmail.com","slug":"av-muhammet-aksan","avatar":"\/front\/uploads\/avatar\/1733691600IewiFiiT1aT8ZK3.webp","status":1,"role":1,"email_verified_at":null,"orde":null,"created_at":"2022-10-24T10:51:30.000000Z","updated_at":"2024-12-18T09:45:38.000000Z","seo_title":null,"seo_description":null},"translations":[{"id":54006,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":53880,"locale":"tr","category_id":73,"title":"Dijital reklamlarda anahtar kelimeyle marka hakk\u0131 ihlali","home_title":null,"sub_title":null,"slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"subtitleuse":0,"description":"Av. Muhammet AKSAN","content":"


<\/p>

Google arama motoru \u00fczerinden yap\u0131lan aramalarda kullan\u0131lan anahtar kelimeler, Google Ads reklam sisteminin de temelini olu\u015fturuyor. Google Ads gibi dijital reklam faaliyetleri i\u00e7in i\u015fletmeler taraf\u0131ndan se\u00e7ilen reklam metinleri ve anahtar kelimeler \u00fczerinde herhangi bir k\u0131s\u0131tlama ve Google gibi arama motorlar\u0131 taraf\u0131ndan ger\u00e7ekle\u015ftirilen bir denetim bulunmuyor. B\u00f6ylece anahtar kelime \u00fczerinde as\u0131l hak sahibi konumundaki ticaret unvan\u0131 ve\/veya marka hakk\u0131 sahibi d\u0131\u015f\u0131ndaki ki\u015filerin \u00fccret \u00f6demesi ile dijital reklam vermesi m\u00fcmk\u00fcn. Bunun sonucunda marka hukuku ve haks\u0131z rekabet hukuku temelinde uyu\u015fmazl\u0131klar do\u011fuyor.<\/span><\/p>

\u00a0<\/span><\/p>

Google Ads yoluyla marka hakk\u0131n\u0131n ihlali ve haks\u0131z rekabet ortam\u0131n\u0131n olu\u015fturulmas\u0131 kapsam\u0131nda Google\u2019\u0131n ve bu yolla reklam veren ticari i\u015fletmenin sorumlulu\u011fu da ele al\u0131nmas\u0131 gereken bir di\u011fer \u00f6nemli ba\u015fl\u0131kt\u0131r. 5651 say\u0131l\u0131 \u0130nternet Ortam\u0131nda Yap\u0131lan Yay\u0131nlar\u0131n D\u00fczenlenmesi ve Bu Yay\u0131nlar Yoluyla \u0130\u015flenen Su\u00e7larla M\u00fccadele Edilmesi Hakk\u0131nda Kanun\u2019un 2. maddesi kapsam\u0131nda tan\u0131mlanan yer sa\u011flay\u0131c\u0131 ibaresi, Google\u2019\u0131n stat\u00fcs\u00fcn\u00fc tan\u0131ml\u0131yor. \u0130lgili maddeye g\u00f6re yer sa\u011flay\u0131c\u0131, hizmet ve i\u00e7erikleri bar\u0131nd\u0131ran sistemleri sa\u011flayan veya i\u015fleten ger\u00e7ek veya t\u00fczel ki\u015fileri ifade ediyor. Ayn\u0131 kanunun 5. maddesine g\u00f6re ise \u201c(1) Yer sa\u011flay\u0131c\u0131, yer sa\u011flad\u0131\u011f\u0131 i\u00e7eri\u011fi kontrol etmek veya hukuka ayk\u0131r\u0131 bir faaliyetin s\u00f6z konusu olup olmad\u0131\u011f\u0131n\u0131 ara\u015ft\u0131rmakla y\u00fck\u00fcml\u00fc de\u011fildir. (2) Yer sa\u011flay\u0131c\u0131, yer sa\u011flad\u0131\u011f\u0131 hukuka ayk\u0131r\u0131 i\u00e7eri\u011fi bu kanunun 8. ve 9. maddelerine g\u00f6re haberdar edilmesi h\u00e2linde yay\u0131ndan \u00e7\u0131karmakla y\u00fck\u00fcml\u00fcd\u00fcr.\u201d \u00a0<\/span><\/p>

\u00a0<\/span><\/p>

\u0130\u015eLETMEN\u0130N SORUMLULU\u011eU<\/span><\/strong><\/p>

\u00a0<\/span><\/p>

ATAD, Google\u2019\u0131n yer sa\u011flay\u0131c\u0131 imtiyaz\u0131ndan faydaland\u0131r\u0131l\u0131p faydaland\u0131r\u0131lmamas\u0131 konusunda takdiri ulusal mahkemelere b\u0131rakt\u0131. Google\u2019\u0131n reklam politikalar\u0131 incelendi\u011finde ticari markalar\u0131n anahtar kelime olarak kullan\u0131m\u0131n\u0131n k\u0131s\u0131tlanmad\u0131\u011f\u0131n\u0131, ticari marka do\u011frudan bir rakibin reklam\u0131nda kullan\u0131l\u0131yor ya da reklam, ticari markay\u0131 kafa kar\u0131\u015ft\u0131r\u0131c\u0131, aldat\u0131c\u0131 veya yan\u0131lt\u0131c\u0131 bir \u015fekilde kullan\u0131yor ise k\u0131s\u0131tlanabilece\u011fini d\u00fczenliyor. Google Ads \u00fczerinden fatura adresinin bulundu\u011fu \u00fclke T\u00fcrkiye olarak se\u00e7ildi\u011finde kar\u015f\u0131m\u0131za \u00e7\u0131kan h\u00fck\u00fcm ve ko\u015fullar\u0131n 6. maddesinde \u201cm\u00fc\u015fteri, herhangi bir \u00fc\u00e7\u00fcnc\u00fc ki\u015finin herhangi bir fikri m\u00fclkiyet hakk\u0131n\u0131 ihlal etmeyece\u011fini ve zarar verici, k\u00f6t\u00fc, m\u00fcstehcen, tehdit edici veya hakaret edici herhangi bir unsur i\u00e7ermeyece\u011fini taahh\u00fct eder\u201d h\u00fckm\u00fc bulunuyor. Buradan hareketle reklam veren ticari i\u015fletmenin do\u011frudan sorumlulu\u011fu g\u00fcndeme geliyor.<\/span><\/p>

\u00a0<\/span><\/p>

T\u00dcKET\u0130C\u0130LER\u0130 YANILTIYORSA<\/span><\/strong><\/p>

\u00a0<\/span><\/p>

Konu hakk\u0131nda Reklam Kurulu taraf\u0131ndan 12 Mart 2024 tarihli 343 say\u0131l\u0131 toplant\u0131da \u015fik\u00e2yete tabi yap\u0131lan incelemelerde Ticari Reklam ve Haks\u0131z Ticari Uygulamalar Y\u00f6netmeli\u011fi ile 6502 say\u0131l\u0131 T\u00fcketicilerin Korunmas\u0131 Hakk\u0131ndaki Kanun \u00e7er\u00e7evesinde de\u011ferlendirmelerde bulunuldu. Bu kapsamda ele al\u0131nan 2024\/2237 dosya no\u2019lu \u015fik\u00e2yete konu reklamda d\u00fcnyaca \u00fcnl\u00fc bir perakende \u015firketi taraf\u0131ndan yine bir di\u011fer d\u00fcnyaca \u00fcnl\u00fc film\/dizi \u015firketinin markas\u0131 Google \u00fczerinden anahtar kelime olarak kullan\u0131larak arama motoru \u00fczerinden film\/dizi \u015firketi arat\u0131ld\u0131\u011f\u0131nda \u00fcst s\u0131rada \u00f6nce \u015fik\u00e2yete tabi perakende \u015firketinin sitesinin \u00e7\u0131kt\u0131\u011f\u0131 tespit edildi.\u00a0<\/span><\/p>

\u00a0<\/span><\/p>

Reklam Kurulu taraf\u0131ndan \u201cGoogle sistemi \u00fczerinden ger\u00e7ekle\u015ftirilen tan\u0131t\u0131mlarda mecra kurulu\u015fu taraf\u0131ndan sunulan anahtar kelimelerin se\u00e7ilmesinin veya reklam veren taraf\u0131ndan girilen anahtar kelimeler ile ba\u015fl\u0131klar\u0131n belirlenmesi ve sisteme girilmesinin reklam verenin sorumlulu\u011funda olmas\u0131 hususlar\u0131 birlikte de\u011ferlendirildi\u011finde s\u00f6z konusu tan\u0131t\u0131mlar\u0131n t\u00fcketicileri yan\u0131lt\u0131c\u0131 nitelikte oldu\u011fu\u201d gerek\u00e7eleriyle Ticari Reklam ve Haks\u0131z Ticari Uygulamalar Y\u00f6netmeli\u011fi\u2019nin 7\/1, 7\/2, 7\/3, 7\/4, 7\/5-b, 7\/5-f, 9\/1, 9\/2, 9\/5, 11\/1-a, 11\/1-b ve 32\/1. maddeleri ile 6502 say\u0131l\u0131 TKHK\u2019n\u0131n 61. maddesi uyar\u0131nca an\u0131lan reklamlar\u0131 durdurma cezas\u0131 verildi.<\/span><\/p>

Sonu\u00e7 olarak dijital reklamc\u0131l\u0131\u011f\u0131n bir g\u00f6r\u00fcn\u00fcm\u00fc olan Google Ads ile reklam vermeden \u00f6nce konunun marka hukuku, reklam hukuku, haks\u0131z rekabet hukuku ve bunlarla s\u0131n\u0131rl\u0131 olmayan bir\u00e7ok hukuk alan\u0131yla temas\u0131n\u0131n oldu\u011fu g\u00f6z \u00f6n\u00fcnde bulundurulmal\u0131<\/span><\/p>","slug":"dijital-reklamlarda-anahtar-kelimeyle-marka-hakki-ihlali","orjinalimage":"\/front\/uploads\/blog\/thumbnail\/1721595600buuKvpVvbiuKv27.webp","news_cover_min":"\/front\/uploads\/blog\/thumbnail\/1721595600buuKvpVvbiuKv27.webp","news_cover":null,"news_video_min":null,"news_video":null,"cropped_638x552":null,"cropped_310x208":null,"cropped_416x247":null,"cropped_197x247":null,"cropped_416x600":null,"cropped_1200x675":null,"tags":null,"meta_title":null,"meta_description":null,"meta_keywords":null,"view_count":5086,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}