MINISTRY OF TRADE "REGULATION ON DIRECT SALES"
The Regulation on Direct Sales (“Regulation”) was published in the Official Gazette dated August 08, 2025 and numbered 32980. The Regulation provides a comprehensive and detailed legal framework for the direct sales sector in Türkiye.
For this reason, the Regulation is of great importance in terms of the sector attaining a clear legal framework. Indeed, direct selling was previously regulated under the “Regulation on Contracts Concluded Outside the Business Premises,” and the absence of a provision in the law had created a legal gap. This gap was filled with the addition of Article 47/A to the Consumer Protection Law No. 6502 (“CPL”) through an amendment published in the Official Gazette on October 24, 2024, thereby granting direct selling systems a legislative basis for the first time. Subsequently, with the Regulation issued by the Ministry of Trade, the principles governing the implementation of the direct selling system were established.
As is known, the direct sales system is a marketing method whereby goods or services are delivered directly to consumers, generally through independent representatives, operating outside conventional retail and e-commerce models. Although this system has long been in use in Türkiye, it was subject only to general commercial provisions and consumer protection regulations.
In recent years, certain practices within the system have evolved into pyramid selling schemes, Ponzi-like chains, or deceptive commercial activities, leading to consumer harm and unfair competition among companies. This situation created the need for a more explicit, enforceable, and binding regulation. Accordingly, the Regulation was drafted to both discipline the sector and protect consumers.
Through the Regulation, the procedures and principles relating to the direct sales sector have been restructured, with the aims of strengthening consumer rights, ensuring transparency in the sector, and creating a trustworthy commercial environment. In this regard, companies engaged in direct sales activities are now required to obtain a “Direct Sales Authorization Certificate” from the Ministry of Trade. The certificate will be valid for three years and must be renewed upon expiry.
Furthermore, companies are required to have a minimum paid-in capital of 10 million Turkish Lira and to maintain a blocked account of at least 3 million Turkish Lira with banks established in Türkiye. These requirements aim to strengthen the financial structure of the sector and to secure consumer receivables.
Regarding consumer rights, an unconditional right of withdrawal within 30 days has been granted, without the need to provide any justification and without incurring any penalty. In cases of incomplete or inaccurate information provided to the consumer, this period may be extended up to one year. Misleading or false promotions, systems promising rapid wealth, and practices that pressure individuals to join are prohibited.
The Regulation also introduces significant safeguards against pyramid schemes and similar deceptive methods. It stipulates that payments such as bonuses, commissions, and other benefits must be proportional to the company’s annual net sales. In this respect, the total of such payments shall not exceed 50% of the annual net sales, and commissions and bonuses arising from the recruitment of new direct sellers shall not exceed 30% of the annual net sales. This measure aims to ensure a fair distribution of earnings within the direct sales system and to foster a sustainable and balanced sectoral structure.
Conclusion
The Regulation has addressed an important legal gap by bringing the direct sales sector in Türkiye under a comprehensive and independent legislative framework. It clearly sets out the fundamental operational rules of the sector, eliminating uncertainties in practice. It represents a significant step in protecting consumer rights, ensuring that companies operate within the legal framework, and promoting fair competition.
The capital and guarantee requirements introduced, the extended withdrawal periods, the prohibition of misleading promotions, and the restrictions on pyramid selling schemes have both strengthened consumer confidence and contributed to the institutionalisation of the sector. In doing so, the Regulation aims to establish a transparent, predictable, and reliable commercial environment in the direct sales market, to prevent unregistered activities, and to ensure compliance with international standards.
The general provisions of the Regulation entered into force on August 08, 2025. The limitations on commission, bonus, and benefit ratios set forth in paragraphs five and six of Article 5 will take effect on January 01, 2026. Companies operating prior to the Regulation are required to comply with the provisions of the legislation and obtain a direct selling license no later than January 30, 2026.