With platforms like Trendyol, Hepsiburada, Amazon Turkey, and ÇiçekSepeti expanding rapidly, foreign brands entering the Turkish e-commerce market face not only logistics and marketing challenges—but also serious legal risks. Among the most pressing is unfair competition in Turkish e-commerce marketplaces, including brand impersonation, trademark violations, counterfeit listings, deep price undercutting, and manipulation of search algorithms. These tactics hurt foreign brand equity, confuse consumers, and distort fair market competition. Despite legal protections, many foreign brands fail to act early, leaving their rights unenforced or strategically compromised.
At ER&GUN&ER Law Firm, our English speaking Turkish lawyers specialize in brand protection, e-commerce enforcement, and unfair competition litigation in Turkey. As a best lawyer firm in Turkey for cross-border commercial law and digital marketplace compliance, we assist foreign companies with IP protection, product takedown demands, trademark monitoring, and commercial court actions. Whether you operate your own Turkish storefront or sell through local distributors, we help your brand fight back against imitation and regain competitive control.
Key Legal Basis for Unfair Competition in Turkish Law
Turkey’s main legal framework against unfair competition is found in Articles 54–63 of the Turkish Commercial Code (TCC), which prohibits acts that mislead consumers, exploit another’s reputation, or violate good faith commercial practices. Common violations include using a similar logo or product image, selling counterfeit goods, manipulating product reviews, and advertising false discounts. In e-commerce, these violations often appear in the form of search engine manipulation within marketplaces, price dumping, unauthorized reseller listings, and look-alike brand strategies.
Our Turkish Law Firm drafts cease and desist notices, files civil complaints, and works with platforms to remove or restrict infringing listings. For platform-specific enforcement, we provide legal interface with Amazon Seller Support, Trendyol Corporate Portals, and Hepsiburada Brand Manager systems. For IP-heavy disputes, we collaborate with our litigation team to coordinate trademark licensing and brand enforcement strategies.
Marketplace Agreements and Legal Leverage for Foreign Brands
Most e-commerce platforms in Turkey require brand owners to sign vendor or seller agreements. These contracts often favor the platform and contain limited guarantees for IP enforcement. Many foreign brands mistakenly assume that global marketplace rules automatically apply to their Turkish storefronts. However, under Turkish contract law and e-commerce regulation, legal responsibility is localized. This means that unless clearly stated in the agreement, the marketplace may not take proactive measures against copycats or unauthorized listings.
Our Turkish Law Firm reviews and negotiates e-commerce contracts to ensure they include takedown obligations, fair ranking rules, and protection against sudden account suspension. For deeper guidance, read our article on technology and platform contracts under Turkish law.
Trademark Enforcement and Counterfeit Product Takedowns
Trademark holders in Turkey can pursue rapid enforcement through the Turkish Patent and Trademark Office (TÜRKPATENT), Turkish Customs, and civil courts. For e-commerce, the most effective tactic is immediate takedown from digital platforms, followed by legal warning letters and civil lawsuits for damages or injunctive relief. Failure to act promptly weakens the claim and may result in loss of control over brand perception in Turkish consumer markets.
We handle trademark registration, brand watch services, and product takedown coordination on Amazon Turkey, Trendyol, and Hepsiburada. Our English speaking Turkish lawyers also represent foreign brands in trademark licensing and IP enforcement actions across sectors such as fashion, electronics, and cosmetics.
Price Undercutting and Disruption of Market Value
Unfair competition isn’t always about IP—it’s also about pricing. If unauthorized sellers drastically undercut the retail price of genuine products, it harms authorized distributors, damages brand equity, and can trigger contractual breach among local partners. Under Article 55 of the TCC, price manipulation that causes confusion or distorts market dynamics can be litigated—even without IP infringement.
Our firm drafts minimum advertised pricing (MAP) clauses, vertical distribution restrictions, and authorized seller programs. As a best lawyer firm in Turkey for brand protection, we ensure your commercial presence is respected—not undermined—on Turkish digital shelves.
Customs Enforcement and Parallel Import Defense
Many copycat or gray-market products enter Turkey through weak customs controls. However, Turkish Customs allows registered trademark owners to block imports of infringing goods through electronic watch list filings. Once notified, Customs will detain suspect shipments for 10 business days pending legal confirmation. This is an underused—but highly effective—tool for e-commerce enforcement.
We register your trademarks with Turkish Customs, handle seizure notices, and litigate against parallel importers or counterfeit distributors. For cross-border protection strategy, see also: brand protection in international supply agreements.
Frequently Asked Questions (FAQs)
- Can foreign brands sue for unfair competition in Turkey? Yes. As long as you are a trademark holder or commercial rights owner, Turkish courts have jurisdiction over marketplace disputes.
- What actions qualify as unfair competition in e-commerce? Trademark misuse, logo similarity, false advertising, price dumping, and impersonation via platform listings.
- How long does it take to remove a counterfeit product? Takedowns via marketplace portals may take 1–3 days; court injunctions may take 1–3 weeks depending on documentation.
- Can I block imports of copycat goods? Yes. Through Customs IP Watch Registration, you can block counterfeit imports into Turkey and trigger seizure orders.
- Is trademark registration in Turkey required? Yes. International registration (e.g., EUIPO) is not automatically enforceable. Local filing is critical.
- Do I need to localize my brand protection strategy? Absolutely. Turkish enforcement procedures differ from EU or US practices. Local compliance is key.
- Can I restrict local distributors from reselling on marketplaces? Yes. Through distribution agreements and marketplace policy enforcement—but must be clearly defined.
- Are influencer and marketing collaborations covered? Yes. Influencer campaigns must comply with Turkish advertising law. For detailed guidance, see influencer agreement law in Turkey.
- Do foreign brands need a Turkish lawyer to act? In most enforcement matters, yes. Only licensed Turkish lawyers can file lawsuits, customs notices, or notarized complaints.
- How can a Turkish Law Firm help? We monitor, defend, and enforce brand rights in all Turkish e-commerce environments—protecting your market position and consumer trust.
Protect Brand Integrity with Legal and Commercial Strategy
In today’s competitive e-commerce environment, marketplace visibility is not enough—brand integrity must be protected proactively. Foreign companies entering Turkey’s fast-growing digital market must be prepared for trademark violations, unauthorized sellers, price dilution, and algorithm manipulation. A reactive strategy is not sufficient. Without strong legal infrastructure, foreign brands lose consumer trust, distributor loyalty, and long-term market share.
At ER&GUN&ER Law Firm, our English speaking Turkish lawyers provide end-to-end brand protection in Turkish e-commerce—from trademark licensing and Customs enforcement, to platform contract review and litigation. As a top-tier Turkish Law Firm for digital trade and IP protection, we combine legal precision with commercial awareness. If your brand operates in Turkish online marketplaces, let us build the legal defense your market presence deserves.