Cargo transportation has become one of the basic consumer services with the growth of e-commerce. With the rapid spread of digitalization, it is seen that companies operating in the cargo transportation sector have shifted their marketing strategies to digital channels. In this process, various digital advertising techniques are used to influence and direct consumers’ perceptions and behaviors. Increasing competition with the transformation in recent years has led companies to digital advertising strategies that will make their services more attractive. However, some of these advertisements are misleading to consumers, and the manipulation of consumer perception raises legal and ethical issues.
In particular, advertisements presented with phrases such as “instant delivery”, “immediate delivery”, “free shipping”, “fastest delivery”, “instant delivery to every region”, “last 5 people!” can influence consumers’ decision-making processes and create expectations that do not match the actual service quality. For example, while the promise of “same day delivery” is actually only valid for a certain region and time interval, these limitations are not clearly stated in the advertisement text, and consumer perception is clearly manipulated at this point. Such practices that do not reflect the actual service qualities are considered as deceptive commercial practices pursuant to Article 61 of the Law No. 6502 on the Protection of Consumers. As a matter of fact, within the scope of the relevant article, it is essential that commercial advertisements are in accordance with the principles determined by the Advertising Board, general morality, public order, personal rights, honest and accurate, and it is prohibited to make advertisements that deceive the consumer or exploit his/her lack of experience and knowledge. Again, pursuant to Article 7 of the Regulation on Commercial Advertising and Unfair Commercial Practices, it is regulated that all kinds of statements in advertisements must be clear, understandable and provable. It is accepted that deceptive advertisements made in violation of these regulations will be contrary to the principles of “fair competition” and “consumer rights”.
In the “Research Report on Advertising and Unfair Commercial Practices in Digital Media” published by the Ministry of Trade last year, practices that are not consumer-friendly or can be designed in ways that manipulate consumers, mislead consumers in digital environments, exploit their lack of information, and disrupt their economic behavior patterns are called “dark commercial patterns”.
If we diversify the examples of “dark commercial designs” that manipulate consumer perception and are frequently used in cargo transportation;
– Exaggerated Declarations: The use of expressions such as “fastest delivery”, “instant delivery to every region”, etc. that give the impression that the service is superior to the usual conditions,
– Incomplete Information: Although the transportation service is subject to certain conditions, these details are presented by ignoring them,
– Triggering Colors and Images: Use of animations, icons and symbols that emphasize delivery speed and customer satisfaction but do not reflect reality.
– Incentivizing Decisions Based on Limited Information: It is possible to talk about time-limited campaigns that create a sense of urgency such as “Last 5 people!”, “Order now!”.
These techniques deceive consumers by creating unrealistic expectations. Especially with the developing technology, it is becoming more difficult to control such methods in social media posts, promotions made by influencers and search engine advertisements in the digital world.
The decisions of the Advertising Board in the field of e-commerce and transportation in recent years reveal that manipulative advertising statements may face serious administrative sanctions. Undoubtedly, companies operating in the field of cargo transportation, like all companies operating in other sectors, are obliged to take care to comply with ethical principles such as transparency, reality, proportionality and provability while determining their advertising strategies. The use of digital advertisements, which have become indispensable in terms of reaching consumers and increasing the competitive power of companies, as a tool within legal limits and in accordance with ethical principles is critical for both consumer protection and ensuring sustainable trust in the sector.
The regulations in the consumer legislation and the recent decisions of the Advertising Board indicate that the supervision in this area will tighten even more. In this respect, businesses providing cargo transportation services should review their advertising strategies and adopt the principle of transparency towards consumers. This issue is of great importance both in terms of protecting consumer rights and ensuring fair competition in the sector.
