Türkiye’s Ministry of Trade issues first regulation overseeing direct sales

On 8 August 2025, Türkiye enacted the Regulation on Direct Sales, which introduces sector-specific rules for the direct-sales sector, defined as the sale of goods or services to consumers through direct contact, whether face-to-face or remotely.  Direct sales systems has primarily been governed by Article 47/A of the Consumer Protection Law No. 6502, and the Regulation, issued by the Ministry of Trade, elaborates the procedures and principles under this article, while also introducing a framework as a secondary piece of legislation. Its objectives are to ensure greater transparency and fairness in direct sales systems, strengthen consumer rights, and regulate the market.

The following article provides a brief overview of the Regulation’s principal innovations and provisions from a consumer-law perspective.

Measures favourable to consumers

• 30-Day unconditional right of withdrawal: Consumers are granted a 30-day unconditional right of withdrawal for purchases made via direct sales. Within 30 days, consumers may rescind the contract and return the goods or services without stating any reason and without incurring any penalty. This period was previously 14 days. If the required information on the right of withdrawal is not provided, the withdrawal period is extended up to one year. Where the right of withdrawal is exercised, the company or the seller must refund in full the amounts collected within 30 days, without any charges or deductions, in a single payment and by the same means of payment used by the consumer. Certain categories of goods or services (e.g. custom-made, quickly perishable, digital content once supplied, etc.) are excluded from the right of withdrawal
• Consumer information requirements: Direct sales companies and direct sellers have clear duties to inform consumers about the sales process. The sales contract and information forms must be supplied in writing or on a durable medium. The contract and information form must clearly state the company and seller details, the essential characteristics of the goods or services, the total price, delivery and performance terms, whether a right of withdrawal exists and, if so, how it may be exercised.
• Marketable goods or services and ban on misleading claims: Goods or services offered within direct sales systems must be of a marketable nature. Sales methods that promise “get-rich-quick” returns or that contain misleading information about the goods and services are expressly prohibited.

Obligations of direct sales companies

A direct sales company is the seller or supplier that, within a direct sales system, sells goods or services to the consumer. Key obligations and conditions for direct sales companies include:

• Authorisation certificate and capital requirements: Each direct sales company must obtain a Direct Sales Authorisation Certificate from the Ministry of Trade; operating without such a certificate is prohibited. The certificate is valid for three years. Companies must be capital companies with at least TRY 10 million paid-in capital and must maintain a blocked account of TRY 3 million with a bank established in Türkiye.
• Cap on commissions and bonuses: Commissions and bonuses paid to direct sellers may not exceed 50% of annual net sales. Benefits contingent on recruiting new participants may not exceed 30% of total benefits. This cap enters into force on 1 January 2026 while the rest of the Regulation applies from 8 August 2025.
• Prohibition of entry fees and forced purchases: Companies may not charge an entry fee, dues or similar amounts to persons joining the system; fees labelled as membership fees or catalogue fees may not be requested. Mandatory entry packages may not determine the new participant’s rank within the system. The price of the goods or services included in the entry package may not exceed the recommended retail price.
• Responsibility for information requirement: Companies must ensure that the requisite consumer disclosures are provided both in sales they conduct and in transactions carried out by their direct sellers and are jointly and severally liable with the seller in this respect.

Obligations of direct sellers

A direct seller is a natural or legal person who, within the direct sales system, presents and sells goods or services to consumers or intermediates the purchase of goods or services from the direct sales company and, in return, receives commissions, bonuses, incentives and awards under the company’s compensation plan. Key obligations and conditions for direct sellers include:

• Providing information forms: Direct sellers must provide consumers with an information form in writing or on a durable medium for each transaction. Direct sellers are liable to the consumer and to the direct sales company for the proper fulfilment of this obligation. 
• Identification and seller number: Direct sellers must communicate their seller identification number to the consumer and indicate it on sales documentation. They are jointly responsible with direct sales companies for enabling consumers to exercise the rights granted by the Regulation.
• Eligibility to act as direct seller: Individuals under 18 or lacking legal capacity may not act as direct sellers. Shareholders and managers of direct sales companies and their first-degree relatives may not be registered as direct sellers within their own companies.
• Honest communication and conduct: Direct sellers must act honestly and respectfully toward consumers. Misleading consumers or exerting harassing pressure is prohibited.

Transitional and policy notes

The Regulation strengthens consumer protection and establishes a clear framework for the direct sales sector. Consumers benefit from a longer withdrawal period, enhanced disclosures, and stronger safeguards against unfair practices. Direct sales companies and direct sellers must bring their activities into compliance with the Regulation. The Regulation provides a transition period until 30 January 2026 for companies already active in the market to obtain an authorisation certificate and align their operations. Compensation caps will apply from 1 January 2026.

For more information on the legal framework of Regulation on Direct Sales and its impact on your company or business, contact our experts: Alican Babalioglu, Melis Celik and Ezgi Bahar.