The rapid expansion of e-commerce in Türkiye has significantly increased the visibility of brands—but also the risks of counterfeiting, unauthorized sales and trademark misuse. Leading platforms such as Trendyol, Hepsiburada and Amazon Türkiye have become central marketplaces, making online enforcement a core component of trademark strategy.

This article examines both the legal framework and the platform-specific policies that trademark owners must navigate to protect their rights effectively.

Under recent amendments to Turkish e-commerce legislation, particularly Law No. 7416:

  • E-commerce platforms are not directly liable for user content

  • However, they are required to remove infringing listings upon a valid complaint by the rights holder
    Once a complaint is submitted:

  • The platform evaluates the evidence

  • If infringement is established → content is removed

  • Sellers may object, and listings can be reinstated if no infringement is proven

This creates a notice-and-takedown system, similar to EU and global practices.

Platform policies in practice

Although governed by the same legal framework, each major platform applies its own internal IP protection policies.

Trendyol

Trendyol

Trendyol, Türkiye’s largest marketplace, has developed strict internal IP enforcement rules:

  • Prohibits unauthorized use of:
    • Brand names
    • Logos
    • Product images and designs
  • Sellers cannot use:
    • Third-party branded visuals without permission
    • Misleading or copied product content

Enforcement measures include:

  • Immediate removal of listings
  • Store suspension for violations
  • Permanent account termination for repeated infringements

Additionally:

  • A structured complaint system allows rights holders to report infringements
  • If the seller successfully objects, listings may be reinstated
  • Repeated complaints require new evidence

Trendyol is known for strict repeat infringer policies and proactive monitoring.

Hepsiburada

Hepsiburada

Hepsiburada operates a marketplace model with internal compliance mechanisms:

  • Sellers must comply with:
    • Trademark rules
    • Product authenticity standards
  • The platform applies sanctions on non-compliant sellers (including listing removal and account restrictions)

Key features:

  • Complaint-based IP infringement reporting system
  • Monitoring of seller behaviour and listings
  • Integration with logistics and fulfillment services (increasing platform control)

Hepsiburada has also engaged in trademark enforcement actions itself, reflecting a strong institutional approach to IP protection.

Amazon Türkiye

Amazon Türkiye

Amazon Türkiye applies global IP enforcement standards, including:

  • Notice-and-takedown system
  • Amazon Brand Registry (for registered trademark owners)
  • Automated tools to detect counterfeit listings

Key advantages:

  • Faster removal processes for registered brands
  • Advanced AI-based monitoring tools
  • Global enforcement consistency

Other platforms (N11, Trendyol Go, etc.)

Other Turkish platforms follow similar principles:

  • Complaint-based takedown mechanisms
  • Seller sanctions for repeated violations
  • Increasing compliance with Turkish e-commerce regulations

Overall, marketplace practices in Türkiye are becoming increasingly aligned with EU Digital Services Act-type standards.

Practical enforcement strategy

To effectively combat counterfeits on Turkish e-commerce platforms, trademark owners should:

1. Secure trademark registration

  • A registered trademark in Türkiye is essential
  • Platforms typically require registration for enforcement

2. Monitor marketplaces proactively

  • Regular monitoring of:
    • Listings
    • Seller activity
    • Product descriptions

Unauthorized use is common across platforms

3. Use platform complaint systems

  • File structured complaints with:
    • Trademark certificates
    • Evidence of infringement
  • Follow up systematically

4. Maintain evidence of use

  • Required for:
    • Platform disputes
    • Legal proceedings

5. Escalate when necessary

If platform measures are insufficient:

  • Send cease-and-desist letters
  • Initiate civil or criminal proceedings
  • Request customs enforcement

Key challenges in practice

Despite improvements, challenges remain:

  • Reappearance of infringing listings
  • Use of slightly modified trademarks
  • Difficulty in identifying repeat infringers
  • Parallel imports and grey market sales

This requires continuous enforcement, not one-time action.

Conclusion

Trademark protection on e-commerce platforms in Türkiye requires a combination of:

  • Legal tools (notice-and-takedown, litigation)
  • Platform-specific strategies
  • Continuous monitoring and enforcement

While platforms such as Trendyol, Hepsiburada and Amazon Türkiye have developed increasingly robust IP protection systems, the burden still largely falls on rights holders to actively protect their brands.

A structured and proactive enforcement strategy is therefore essential to combat counterfeiting and safeguard trademark value in Türkiye’s fast-growing digital marketplace.