{"id":131973,"date":"2026-03-31T10:00:00","date_gmt":"2026-03-31T08:00:00","guid":{"rendered":"https:\/\/harlander-partner.eu\/rekabet-hukuku\/%c2%a7-2a-uwg-karsilastirmali-reklamcilik\/"},"modified":"2026-05-29T15:49:12","modified_gmt":"2026-05-29T13:49:12","slug":"%c2%a7-2a-uwg-karsilastirmali-reklamcilik","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/tr\/rekabet-hukuku\/%c2%a7-2a-uwg-karsilastirmali-reklamcilik\/","title":{"rendered":"\u00a7 2a UWG \u2013 Kar\u015f\u0131la\u015ft\u0131rmal\u0131 Reklamc\u0131l\u0131k"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>\u00a7 2a UWG \u2013 Kar\u015f\u0131la\u015ft\u0131rmal\u0131 Reklamc\u0131l\u0131k<\/h2><ul><li><a href=\"#h-funktion-vergleichender-werbung\" data-level=\"2\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 Reklamc\u0131l\u0131\u011f\u0131n \u0130\u015flevi<\/a><ul><li><a href=\"#h-unionsrechtskonforme-auslegung\" data-level=\"3\">Birlik hukukuna uygun yorum<\/a><\/li><\/ul><\/li><li><a href=\"#h-verhaltnis-zu-anderen-vorschriften\" data-level=\"2\">Di\u011fer H\u00fck\u00fcmlerle \u0130li\u015fkisi<\/a><ul><li><a href=\"#h-werbe-rl-2006-114-eg\" data-level=\"3\">Reklam Y\u00f6nergesi 2006\/114\/EG<\/a><\/li><li><a href=\"#h-spezialgesetzliche-materien\" data-level=\"3\">\u00d6zel kanun kapsam\u0131ndaki alanlar<\/a><\/li><li><a href=\"#h-markenrecht\" data-level=\"3\">Marka Hukuku<\/a><\/li><li><a href=\"#h-urheberrecht\" data-level=\"3\">Telif Hakk\u0131<\/a><\/li><li><a href=\"#h-personlichkeitsrechte\" data-level=\"3\">Ki\u015filik haklar\u0131<\/a><\/li><\/ul><\/li><li><a href=\"#h-merkmale-der-vergleichenden-werbung\" data-level=\"2\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n \u00f6zellikleri<\/a><ul><li><a href=\"#h-begriff-der-werbung\" data-level=\"3\">Reklam kavram\u0131<\/a><\/li><li><a href=\"#h-bezugnahme-auf-mitbewerber-oder-dessen-produkte\" data-level=\"3\">Rakibe veya onun \u00fcr\u00fcnlerine\/hizmetlerine at\u0131f<\/a><\/li><li><a href=\"#h-absatzforderungszweck\" data-level=\"3\">Sat\u0131\u015f\u0131 art\u0131rma amac\u0131<\/a><\/li><li><a href=\"#h-unmittelbare-und-mittelbare-vergleichende-werbung\" data-level=\"3\">Do\u011frudan ve dolayl\u0131 kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam<\/a><\/li><\/ul><\/li><li><a href=\"#h-zulassigkeitsvoraussetzungen-der-vergleichenden-werbung\" data-level=\"2\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n hukuka uygunluk \u015fartlar\u0131<\/a><ul><li><a href=\"#h-irrefuhrungsverbot\" data-level=\"3\">Yan\u0131ltma yasa\u011f\u0131<\/a><\/li><li><a href=\"#h-hinreichende-substituierbarkeit\" data-level=\"3\">Yeterli ikame edilebilirlik<\/a><\/li><li><a href=\"#h-objektivitatsgebot\" data-level=\"3\">Objektiflik ilkesi<\/a><\/li><li><a href=\"#h-vergleichbare-eigenschaften\" data-level=\"3\">Kar\u015f\u0131la\u015ft\u0131r\u0131labilir \u00f6zellikler<\/a><\/li><li><a href=\"#h-herabsetzungsverbot\" data-level=\"3\">K\u00fc\u00e7\u00fclt\u00fcc\u00fc\/itibar zedeleyici ifade yasa\u011f\u0131<\/a><\/li><li><a href=\"#h-ursprungsbezeichnungsidentitat\" data-level=\"3\">Men\u015fe i\u015fareti ayn\u0131l\u0131\u011f\u0131<\/a><\/li><li><a href=\"#h-verbot-unlauterer-rufausnutzung\" data-level=\"3\">Haks\u0131z itibar s\u00f6m\u00fcr\u00fcs\u00fc yasa\u011f\u0131<\/a><\/li><li><a href=\"#h-verbot-der-imitationswerbung\" data-level=\"3\">Taklit reklam yasa\u011f\u0131<\/a><\/li><li><a href=\"#h-verbot-von-verwechslungsgefahr\" data-level=\"3\">Kar\u0131\u015ft\u0131r\u0131lma ihtimali yasa\u011f\u0131<\/a><\/li><\/ul><\/li><li><a href=\"#h-rechtsfolgen-unzulassiger-vergleichender-werbung\" data-level=\"2\">\u0130zin Verilmeyen Kar\u015f\u0131la\u015ft\u0131rmal\u0131 Reklamc\u0131l\u0131\u011f\u0131n Hukuki Sonu\u00e7lar\u0131<\/a><\/li><li><a href=\"#h-ihre-vorteile-mit-anwaltlicher-unterstutzung\" data-level=\"2\">Avukatl\u0131k Deste\u011fiyle Avantajlar\u0131n\u0131z<\/a><\/li><li><a href=\"#h-haufig-gestellte-fragen-faq\" data-level=\"2\">S\u0131k\u00e7a Sorulan Sorular \u2013 SSS<\/a><\/li><\/ul><\/div>\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/www.ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P2a\/NOR40245449\" type=\"link\" id=\"https:\/\/www.ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P2a\/NOR40245449\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a7 2a UWG<\/a><\/strong>, kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131, bir rakibi veya onun <strong>mallar\u0131n\u0131 ya da hizmetlerini<\/strong> do\u011frudan veya dolayl\u0131 olarak tan\u0131n\u0131r h\u00e2le getiren her t\u00fcrl\u00fc reklam olarak tan\u0131mlar. H\u00fck\u00fcm, b\u00f6yle bir <strong>kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n kural olarak hukuka uygun<\/strong> oldu\u011funu, ancak <strong>\u015fu h\u00fck\u00fcmlere ayk\u0131r\u0131 olmamas\u0131<\/strong> ko\u015fuluyla d\u00fczenler:  <strong>UWG \u00a7\u00a7 1, 1a, 2, 7 veya 9 Abs. 1 ila 3 <\/strong> <strong>ihl\u00e2l etmemesi<\/strong>. B\u00f6ylece \u00a7 2a UWG, hem kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n yasal tan\u0131m\u0131n\u0131 hem de haks\u0131z rekabet hukuku bak\u0131m\u0131ndan izin verilebilirlik s\u0131n\u0131rlar\u0131n\u0131 i\u00e7erir. D\u00fczenlemenin amac\u0131, rekabet i\u00e7inde nesnel ve objektif reklam kar\u015f\u0131la\u015ft\u0131rmalar\u0131n\u0131 m\u00fcmk\u00fcn k\u0131lmak; ayn\u0131 zamanda yan\u0131lt\u0131c\u0131, k\u00fc\u00e7\u00fclt\u00fcc\u00fc veya ba\u015fka \u015fekilde haks\u0131z kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamlar\u0131 \u00f6nlemektir.  <\/p>\n\n<div class=\"wp-block-uagb-container uagb-block-3019fe8e alignfull uagb-is-root-container\">\n<div class=\"wp-block-uagb-container uagb-block-32585033\">\n<p class=\"wp-block-paragraph\"><strong>Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k<\/strong>, <strong>rakip bir \u015firketi veya \u00fcr\u00fcnlerini tan\u0131n\u0131r k\u0131lan ve kendi performans\u0131n\u0131 onlarla ili\u015fkilendiren<\/strong> her t\u00fcrl\u00fc reklamd\u0131r. \u00a7 2a UWG&#8217;ye g\u00f6re, kar\u015f\u0131la\u015ft\u0131rma <strong>objektif, do\u011frulanabilir ve yan\u0131lt\u0131c\u0131 veya a\u015fa\u011f\u0131lay\u0131c\u0131<\/strong> olmad\u0131\u011f\u0131 s\u00fcrece prensipte izin verilir. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-45819ab6\"><picture>\r\n\t\t<source srcset=\"https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-352x198.webp\" >\r\n\t\t<img decoding=\"async\" class=\"mr-picture-small\" src=\"https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG.webp\" alt=\"\u00a7 2a UWG, Avusturya rekabet hukukunda kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131\u011f\u0131 a\u00e7\u0131klar: ko\u015fullar, s\u0131n\u0131rlar ve hukuki sonu\u00e7lar.\" >\r\n\t<\/picture>\n<\/div>\n<\/div>\n    <div class=\"mr-quote mrbg clearfix\">\n        <a class=\"mr-quote-person\" href=\"\/ueber-uns\/rechtsanwalt-peter-harlander\/\" title=\"Rechtsanwalt Peter Harlander\">\n            <img decoding=\"async\" class=\"mr-quote-person-img\" src=\"https:\/\/harlander-partner.eu\/wp-content\/themes\/harlander\/design\/ph100.webp\" width=\"100\"\n                 height=\"100\" loading=\"lazy\" alt=\"Rechtsanwalt Peter Harlander\">\n            <span class=\"mr-quote-person-text\">\n            Peter Harlander<br>\n            <span class=\"mr-quote-person-function\">Harlander &amp; Partner Rechtsanw\u00e4lte<\/span>\n        <\/span>\n        <\/a>\n        <span class=\"mr-quote-content\">\u201eKar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k, izin verilen bir rekabet arac\u0131d\u0131r; ancak, kar\u015f\u0131la\u015ft\u0131rman\u0131n nesnel kalmas\u0131 ve halkta yanl\u0131\u015f bir izlenim yaratmamas\u0131 esast\u0131r.\u201c<\/span>\n    <\/div>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"\u00dccretsiz ilk g\u00f6r\u00fc\u015fme\"><span class=\"mr-cta-link-normal\">\u015eimdi istedi\u011finiz tarihi se\u00e7in:<\/span><span class=\"mr-cta-link-bold\">\u00dccretsiz ilk g\u00f6r\u00fc\u015fme<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-funktion-vergleichender-werbung\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 Reklamc\u0131l\u0131\u011f\u0131n \u0130\u015flevi<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k<\/strong>, rekabette <strong>\u00f6nemli bir bilgi i\u015flevi<\/strong> g\u00f6r\u00fcr. \u015eirketler, farkl\u0131l\u0131klar\u0131 g\u00f6r\u00fcn\u00fcr k\u0131lmak i\u00e7in \u00fcr\u00fcnlerini veya hizmetlerini rakiplerinin teklifleriyle bilin\u00e7li olarak kar\u015f\u0131la\u015ft\u0131r\u0131r. Bu sayede piyasa kat\u0131l\u0131mc\u0131lar\u0131 <strong>daha h\u0131zl\u0131 y\u00f6nlenebilir ve teklifleri daha iyi de\u011ferlendirebilir<\/strong>. <\/p>\n\n<p class=\"wp-block-paragraph\">Yasa koyucu bu reklam bi\u00e7imine izin verir, \u00e7\u00fcnk\u00fc <strong>rekabette \u015feffafl\u0131\u011f\u0131 te\u015fvik edebilir<\/strong>. A\u00e7\u0131k bir kar\u015f\u0131la\u015ft\u0131rma, t\u00fcketicilerin bir teklifin di\u011fer \u00fcr\u00fcnlere k\u0131yasla hangi \u00f6zelliklere, fiyatlara veya hizmetlere sahip oldu\u011funu anlamalar\u0131na yard\u0131mc\u0131 olur. Ayn\u0131 zamanda, \u015firketler i\u00e7in <strong>kaliteyi, fiyat\u0131 ve performans\u0131 anla\u015f\u0131l\u0131r bir \u015fekilde sunma<\/strong> te\u015fviki olu\u015fur.  <\/p>\n\n<p class=\"wp-block-paragraph\">Bu nedenle kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k piyasada \u00e7e\u015fitli i\u015flevleri yerine getirir:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Rakip \u00fcr\u00fcnler veya hizmetler aras\u0131ndaki <strong>farkl\u0131l\u0131klar hakk\u0131nda bilgi<\/strong><\/li>\n\n\n\n<li>Hizmetlerin kar\u015f\u0131la\u015ft\u0131r\u0131labilir hale geldi\u011fi <strong>\u015feffaf rekabetin te\u015fviki<\/strong><\/li>\n\n\n\n<li>\u00dcr\u00fcnlerin \u00f6nemli \u00f6zelliklerinin g\u00f6r\u00fcn\u00fcr hale gelmesi nedeniyle <strong>sat\u0131n alma karar\u0131n\u0131n kolayla\u015ft\u0131r\u0131lmas\u0131<\/strong><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">D\u00fczenlemenin amac\u0131, <strong>anla\u015f\u0131l\u0131r ifadelere ve do\u011frulanabilir ger\u00e7eklere dayal\u0131<\/strong> bir rekabettir.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-unionsrechtskonforme-auslegung\">Birlik hukukuna uygun yorum<\/h3>\n\n<p class=\"wp-block-paragraph\">\u00a7 2a UWG <strong>Birlik hukukuna uygun<\/strong> \u015fekilde yorumlanmal\u0131d\u0131r. Bu, Avusturya mahkemelerinin h\u00fckm\u00fc, Birlik hukukunun gerekleriyle, \u00f6zellikle yan\u0131lt\u0131c\u0131 ve kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklama ili\u015fkin <a href=\"http:\/\/data.europa.eu\/eli\/dir\/2006\/114\/oj\" type=\"link\" id=\"http:\/\/data.europa.eu\/eli\/dir\/2006\/114\/oj\">2006\/114\/EG<\/a> say\u0131l\u0131 Y\u00f6nerge (<strong>\u201cReklam Y\u00f6nergesi\u201d<\/strong>) ile uyumlu olacak \u015fekilde uygulamas\u0131 gerekti\u011fi anlam\u0131na gelir. Y\u00f6nerge, Avusturya\u2019da kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklama ili\u015fkin g\u00fcncel d\u00fczenlemenin temelini olu\u015fturur ve i\u00e7eri\u011fini ile yorumunu \u00f6nemli \u00f6l\u00e7\u00fcde etkiler.  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00a7 2a UWG, Birlik hukukundaki gerekleri tamamen kelimesi kelimesine devralmad\u0131\u011f\u0131ndan, hukuka uygun kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n \u015fartlar\u0131 <strong>ABAD i\u00e7tihad\u0131<\/strong> ve <strong>y\u00f6nergeye uygun yorum<\/strong> yoluyla somutla\u015ft\u0131r\u0131l\u0131r. Buna g\u00f6re kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam kural olarak serbesttir; ancak <strong>objektif, nesnel, do\u011frulanabilir ve yan\u0131ltmadan uzak<\/strong> olmal\u0131d\u0131r. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-verhaltnis-zu-anderen-vorschriften\">Di\u011fer H\u00fck\u00fcmlerle \u0130li\u015fkisi<\/h2>\n\n<p class=\"wp-block-paragraph\">\u00a7 2a UWG tek ba\u015f\u0131na de\u011ferlendirilmez; di\u011fer ulusal ve Birlik hukuku d\u00fczenlemeleriyle yak\u0131n ili\u015fki i\u00e7indedir. Bu nedenle kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n hukuka uygunlu\u011fu yaln\u0131zca \u00a7 2a UWG\u2019ye g\u00f6re de\u011fil, haks\u0131z rekabet, marka, telif ve ki\u015filik haklar\u0131na ili\u015fkin di\u011fer h\u00fck\u00fcmler uyar\u0131nca da de\u011ferlendirilir. Ayr\u0131ca sekt\u00f6re \u00f6zg\u00fc \u00f6zel d\u00fczenlemeler de dikkate al\u0131nmal\u0131d\u0131r.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-werbe-rl-2006-114-eg\"><a href=\"http:\/\/data.europa.eu\/eli\/dir\/2006\/114\/oj\" type=\"link\" id=\"http:\/\/data.europa.eu\/eli\/dir\/2006\/114\/oj\" target=\"_blank\" rel=\"noreferrer noopener\">Reklam Y\u00f6nergesi 2006\/114\/EG<\/a><\/h3>\n\n<p class=\"wp-block-paragraph\">\u00a7 2a UWG, yan\u0131lt\u0131c\u0131 ve kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklama ili\u015fkin 2006\/114\/EG say\u0131l\u0131 Y\u00f6nerge (\u201cReklam Y\u00f6nergesi\u201d) ile yak\u0131n ili\u015fki i\u00e7indedir. H\u00fck\u00fcm, Y\u00f6nerge\u2019nin Birlik hukukundan kaynaklanan gereklerini Avusturya hukukuna aktar\u0131r; bu nedenle Birlik hukukuna uygun yorumlanmal\u0131d\u0131r. Hukuka uygun kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n temel \u015fartlar\u0131, \u00f6zellikle objektiflik, do\u011frulanabilirlik ve yan\u0131ltma yasa\u011f\u0131, b\u00fcy\u00fck \u00f6l\u00e7\u00fcde Reklam Y\u00f6nergesi\u2019nin 4. maddesinden kaynaklan\u0131r.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-spezialgesetzliche-materien\">\u00d6zel kanun kapsam\u0131ndaki alanlar<\/h3>\n\n<p class=\"wp-block-paragraph\">UWG\u2019nin yan\u0131 s\u0131ra baz\u0131 sekt\u00f6rler i\u00e7in ek reklam kurallar\u0131 da vard\u0131r. \u00d6zellikle ila\u00e7lar, g\u0131dalar ve finansal \u00fcr\u00fcnler i\u00e7in \u00f6zel d\u00fczenlemeler \u00f6nem ta\u015f\u0131r. Bu alanlarda kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklama ili\u015fkin daha s\u0131k\u0131 \u015fartlar ge\u00e7erlidir; \u00f6rne\u011fin sa\u011fl\u0131k beyanlar\u0131, etki kar\u015f\u0131la\u015ft\u0131rmalar\u0131 veya bilgilendirme y\u00fck\u00fcml\u00fcl\u00fckleri bak\u0131m\u0131ndan. Bu nedenle \u00a7 2a UWG, ilgili \u00f6zel kanunlarla birlikte uygulanmal\u0131d\u0131r.   <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-markenrecht\">Marka Hukuku<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam, rakiplerin markalar\u0131 veya i\u015faretleri an\u0131ld\u0131\u011f\u0131nda marka hukukunu da ilgilendirir. Ba\u015fkas\u0131na ait markalar\u0131n kullan\u0131m\u0131, bir <strong>nesnel<\/strong> ve <strong>objektif<\/strong> <strong>kar\u015f\u0131la\u015ft\u0131rma i\u00e7in gerekli<\/strong> olmas\u0131 ve itibar s\u00f6m\u00fcr\u00fcs\u00fc, k\u00fc\u00e7\u00fcltme veya kar\u0131\u015ft\u0131r\u0131lma ihtimali bulunmamas\u0131 h\u00e2linde kural olarak <strong>hukuka uygundur<\/strong>. <strong>Hukuka ayk\u0131r\u0131<\/strong> olan ise, <strong>tan\u0131nm\u0131\u015f bir markan\u0131n<\/strong> haks\u0131z \u015fekilde <strong>iyi itibar\u0131n\u0131n s\u00f6m\u00fcr\u00fclmesi<\/strong> veya bir markan\u0131n <strong>nesnel olmayan bi\u00e7imde k\u00fc\u00e7\u00fclt\u00fclmesidir<\/strong>. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-urheberrecht\">Telif Hakk\u0131<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamda, \u00f6rne\u011fin ba\u015fkas\u0131na ait \u00fcr\u00fcn g\u00f6rselleri, ambalajlar veya reklam materyalleri kullan\u0131ld\u0131\u011f\u0131nda telif hukuku sorular\u0131 da g\u00fcndeme gelebilir. Bu t\u00fcr kullan\u0131mlar, reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131 i\u00e7in <strong>gerekli<\/strong> ve <strong>nesnel olarak hakl\u0131<\/strong> oldu\u011fu \u00f6l\u00e7\u00fcde hukuka uygundur. Aksi h\u00e2lde <strong>ayr\u0131ca<\/strong> bir <strong>telif hakk\u0131 ihlali<\/strong> de s\u00f6z konusu olabilir.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-personlichkeitsrechte\">Ki\u015filik haklar\u0131<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam ayr\u0131ca <strong>ki\u015filik haklar\u0131n\u0131 ihl\u00e2l etmemelidir<\/strong>. Rakiplerin veya \u00fc\u00e7\u00fcnc\u00fc ki\u015filerin g\u00f6rsellerinin ya da ki\u015fisel bilgilerinin reklam amac\u0131yla kullan\u0131lmas\u0131 \u00f6zellikle sorunludur. Ki\u015fileri <strong>gereksiz yere te\u015fhir eden<\/strong> veya <strong>itibar\u0131n\u0131 zedeleyen<\/strong> bir reklam <strong>hukuka ayk\u0131r\u0131d\u0131r<\/strong>.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-merkmale-der-vergleichenden-werbung\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n \u00f6zellikleri<\/h2>\n\n<p class=\"wp-block-paragraph\">Yasa koyucu, rekabetteki kar\u015f\u0131la\u015ft\u0131rmalar\u0131n kural olarak <strong>me\u015fru pazarlama ara\u00e7lar\u0131<\/strong> oldu\u011funu kabul eder. Bu nedenle \u015firketler, \u00fcr\u00fcnlerini veya hizmetlerini rakiplerinin teklifleriyle kar\u015f\u0131la\u015ft\u0131rabilir. <\/p>\n\n<p class=\"wp-block-paragraph\">Ancak reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131, yaln\u0131zca <strong>kar\u015f\u0131la\u015ft\u0131r\u0131labilir hizmetlere<\/strong> ili\u015fkinse ve <strong>objektif olarak do\u011frulanabilir \u00f6zellikleri<\/strong> kar\u015f\u0131 kar\u015f\u0131ya getiriyorsa hukuka uygundur. Reklam, rakipleri nesnel olmayan \u015fekilde hedef almamal\u0131 veya eksik bilgilerle yanl\u0131\u015f bir izlenim yaratmamal\u0131d\u0131r. Aksi h\u00e2lde reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131 hukuka ayk\u0131r\u0131 olur ve \u00a7 2a UWG\u2019nin ihl\u00e2lini olu\u015fturur.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-begriff-der-werbung\">Reklam kavram\u0131<\/h3>\n\n<p class=\"wp-block-paragraph\">\u00a7 2a UWG ba\u011flam\u0131nda reklam kavram\u0131 \u00e7ok geni\u015f yorumlan\u0131r. Reklam, bir i\u015fletmenin, <strong>objektif olarak<\/strong> mal veya hizmet sat\u0131\u015f\u0131n\u0131 art\u0131rmaya hizmet eden her t\u00fcrl\u00fc <strong>beyan\u0131d\u0131r<\/strong>. Reklam\u0131n hangi bi\u00e7imde yap\u0131ld\u0131\u011f\u0131 veya hangi mecradan yay\u0131ld\u0131\u011f\u0131 belirleyici de\u011fildir. Bu nedenle ilanlar, TV ve radyo reklamlar\u0131, internet siteleri, sosyal medya payla\u015f\u0131mlar\u0131, afi\u015fler veya di\u011fer reklam i\u00e7erikli beyanlar kapsam i\u00e7indedir. A\u00e7\u0131k\u00e7a reklam niteli\u011fi ta\u015f\u0131mayan beyanlar da, kendi i\u015fletmesini veya kendi hizmetlerini te\u015fvik etmeye y\u00f6nelik oldu\u011fu anla\u015f\u0131labiliyorsa reklam say\u0131labilir.    <\/p>\n\n<p class=\"wp-block-paragraph\">Reklam\u0131n varl\u0131\u011f\u0131 i\u00e7in ifadenin <strong>t\u00fcketicilere<\/strong> y\u00f6nelmi\u015f olmas\u0131 gerekmez. <strong>Giri\u015fimcilere<\/strong> veya <strong>uzman \u00e7evrelere<\/strong> y\u00f6nelik ifadeler de reklam te\u015fkil edebilir. Belirleyici olan, bir giri\u015fim faaliyetiyle ekonomik bir ba\u011flant\u0131n\u0131n bulunmas\u0131d\u0131r. Buna kar\u015f\u0131l\u0131k <strong>tamamen \u00f6zel<\/strong> veya <strong>rekabet ba\u011flant\u0131s\u0131 olmaks\u0131z\u0131n yaln\u0131zca bilgilendirici ifadeler<\/strong> reklam kavram\u0131na girmez.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-bezugnahme-auf-mitbewerber-oder-dessen-produkte\">Rakibe veya onun \u00fcr\u00fcnlerine\/hizmetlerine at\u0131f<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam, bir <strong>rakibin<\/strong> veya onun <strong>mallar\u0131n\u0131n ya da hizmetlerinin<\/strong> tan\u0131n\u0131r h\u00e2le getirilmesini gerektirir. Burada <strong>at\u0131f konusu \u00f6zne<\/strong> <strong>rakibin<\/strong> kendisidir; <strong>at\u0131f konusu nesne<\/strong> ise onun <strong>sundu\u011fu \u00fcr\u00fcn veya hizmetlerdir<\/strong>. \u00d6nemli olan, hedeflenen \u00e7evrenin hangi i\u015fletmeye veya \u00fcr\u00fcne at\u0131f yap\u0131ld\u0131\u011f\u0131n\u0131 anlamas\u0131 veya anlayabilmesidir.  <\/p>\n\n<p class=\"wp-block-paragraph\">Rakibin <strong>a\u00e7\u0131k\u00e7a ad\u0131n\u0131n an\u0131lmas\u0131<\/strong> <strong>gerekli de\u011fildir<\/strong>. Bir i\u015fletme yaln\u0131zca <strong>dolayl\u0131<\/strong> olarak tan\u0131n\u0131r h\u00e2le getirildi\u011finde de kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam s\u00f6z konusu olabilir. Bu, pazar konumu, reklam\u0131n kurgusu veya belirli \u00f6zellikler nedeniyle, rakibin ad\u0131 a\u00e7\u0131k\u00e7a ge\u00e7mese bile hangi rakibin kastedildi\u011finin anla\u015f\u0131lmas\u0131 h\u00e2linde ge\u00e7erlidir. K\u00fc\u00e7\u00fck veya olduk\u00e7a s\u0131n\u0131rl\u0131 pazarlarda, belirli bir rakibi tan\u0131n\u0131r k\u0131lmak i\u00e7in genel bir at\u0131f dahi yeterli olabilir.   <\/p>\n\n<p class=\"wp-block-paragraph\">Buna kar\u015f\u0131l\u0131k, belirli bir rakibe veya onun \u00fcr\u00fcnlerine ili\u015fkin a\u00e7\u0131k bir ili\u015fkilendirme olmaks\u0131z\u0131n yaln\u0131zca <strong>genel<\/strong> ya da tamamen <strong>anonim bir at\u0131f<\/strong> <strong>yeterli de\u011fildir<\/strong>.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-absatzforderungszweck\">Sat\u0131\u015f\u0131 art\u0131rma amac\u0131<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n temel \u00f6zelliklerinden biri <strong>sat\u0131\u015f\u0131 art\u0131rma amac\u0131d\u0131r<\/strong>. \u0130lgili beyan, <strong>objektif olarak<\/strong> <strong>mal veya hizmet sat\u0131\u015f\u0131n\u0131 art\u0131rmaya<\/strong> y\u00f6nelik olmal\u0131d\u0131r. Burada reklam verenin \u00f6znel niyeti de\u011fil, beyan\u0131n d\u0131\u015far\u0131dan nas\u0131l g\u00f6r\u00fcnd\u00fc\u011f\u00fc \u00f6nemlidir.  <\/p>\n\n<p class=\"wp-block-paragraph\">Sat\u0131\u015f\u0131 art\u0131rma amac\u0131 yaln\u0131zca klasik \u00fcr\u00fcn reklamlar\u0131nda de\u011fil, <strong>imaj reklamlar\u0131nda<\/strong> veya i\u015fletmeyi ya da hizmetlerini daha iyi g\u00f6stermek isteyen <strong>di\u011fer beyanlarda<\/strong> da bulunabilir. Sadece <strong>\u00f6zel niteliklerin<\/strong>, <strong>avantajlar\u0131n<\/strong> veya <strong>pazar konumunun<\/strong> vurgulanmas\u0131 bile yeterli olabilir. \u00dc\u00e7\u00fcnc\u00fc ki\u015filer taraf\u0131ndan yap\u0131lan reklamlar da, i\u015fletmenin sat\u0131\u015f\u0131n\u0131 art\u0131rmaya hizmet ediyorsa bu kapsama girebilir.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-unmittelbare-und-mittelbare-vergleichende-werbung\">Do\u011frudan ve dolayl\u0131 kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Do\u011frudan<\/strong> kar\u015f\u0131la\u015ft\u0131rma, bir <strong>rakibin<\/strong> veya onun <strong>\u00fcr\u00fcnlerinin ya da hizmetlerinin<\/strong> reklamda a\u00e7\u0131k\u00e7a an\u0131lmas\u0131 veya g\u00f6sterilmesi h\u00e2linde s\u00f6z konusudur. Bu durumda reklam, kendi mal veya hizmetlerini belirli bir rakip i\u015fletmenin teklifleriyle do\u011frudan kar\u015f\u0131 kar\u015f\u0131ya getirir. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Dolayl\u0131 bir kar\u015f\u0131la\u015ft\u0131rma<\/strong>, bir i\u015fletmenin yaln\u0131zca rakibin \u00fcr\u00fcnlerine, markalar\u0131na veya reklam beyanlar\u0131na g\u00f6nderme yapmas\u0131 h\u00e2linde s\u00f6z konusudur. Bu t\u00fcr bir at\u0131f, kendi \u00fcr\u00fcn\u00fcn\u00fcn rakip \u00fcr\u00fcne bir alternatif oldu\u011fu <strong>izlenimini<\/strong> do\u011furuyorsa kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam te\u015fkil eder. Bu, \u00f6rne\u011fin bilerek tan\u0131nm\u0131\u015f markalara, reklam sloganlar\u0131na veya rakiplerin \u00fcr\u00fcnlerine yaslanan reklamlar i\u00e7in ge\u00e7erlidir.  <\/p>\n\n<p class=\"wp-block-paragraph\">Buna kar\u015f\u0131l\u0131k, yaln\u0131zca kendi i\u015fletmesi i\u00e7in genel reklam yap\u0131lmas\u0131 ve belirli bir rakibin veya onun \u00fcr\u00fcnlerinin tan\u0131n\u0131r h\u00e2le getirilmemesi durumunda <strong>kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam s\u00f6z konusu de\u011fildir<\/strong>. Sadece kendini \u00f6vme niteli\u011findeki beyanlar veya rekabet ba\u011flant\u0131s\u0131 a\u00e7\u0131k\u00e7a anla\u015f\u0131lmayan genel reklam ifadeleri de kural olarak bunun i\u00e7in yeterli de\u011fildir. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-zulassigkeitsvoraussetzungen-der-vergleichenden-werbung\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n hukuka uygunluk \u015fartlar\u0131<\/h2>\n\n<p class=\"wp-block-paragraph\">Yasa koyucu, rekabeti te\u015fvik etmek ve t\u00fcketicilerin \u00fcr\u00fcn veya hizmetleri daha iyi kar\u015f\u0131la\u015ft\u0131rabilmesine yard\u0131mc\u0131 olmak i\u00e7in <strong>reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131na<\/strong> <strong>izin verir<\/strong>. Ancak bunun yasal \u015fartlar\u0131 kar\u015f\u0131lamas\u0131 ve <strong>haks\u0131z rekabet te\u015fkil eden fiiller<\/strong> olu\u015fturmamas\u0131 gerekir. <\/p>\n\n<p class=\"wp-block-paragraph\">Hukuka uygunluk \u015fartlar\u0131 \u00a7 2a UWG\u2019den ve yan\u0131lt\u0131c\u0131 ve kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklama ili\u015fkin 2006\/114\/EG say\u0131l\u0131 Y\u00f6nerge\u2019den kaynaklan\u0131r. Bu d\u00fczenlemelerin amac\u0131, nesnel ve objektif reklam kar\u015f\u0131la\u015ft\u0131rmalar\u0131n\u0131 m\u00fcmk\u00fcn k\u0131lmak; ayn\u0131 zamanda yan\u0131lt\u0131c\u0131, k\u00fc\u00e7\u00fclt\u00fcc\u00fc veya ba\u015fka \u015fekilde haks\u0131z reklam uygulamalar\u0131n\u0131 \u00f6nlemektir. Bu nedenle kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam \u00f6zellikle aldatmamal\u0131, rakiplere nesnel olmayan \u015fekilde sald\u0131rmamal\u0131 veya onlar\u0131n itibar\u0131n\u0131 haks\u0131z bi\u00e7imde s\u00f6m\u00fcrmemelidir.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n hukuka uygunluk \u015fartlar\u0131 \u015funlard\u0131r:<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>yan\u0131ltma yasa\u011f\u0131,<\/li>\n\n\n\n<li>kar\u015f\u0131la\u015ft\u0131r\u0131lan \u00fcr\u00fcn veya hizmetlerin yeterli \u00f6l\u00e7\u00fcde kar\u015f\u0131la\u015ft\u0131r\u0131labilir olmas\u0131,<\/li>\n\n\n\n<li>objektiflik ilkesi,<\/li>\n\n\n\n<li>rakipleri k\u00fc\u00e7\u00fcltme yasa\u011f\u0131,<\/li>\n\n\n\n<li>haks\u0131z itibar s\u00f6m\u00fcr\u00fcs\u00fc yasa\u011f\u0131,<\/li>\n\n\n\n<li>kar\u0131\u015ft\u0131r\u0131lma ihtimali yasa\u011f\u0131 ile<\/li>\n\n\n\n<li>taklit reklam yasa\u011f\u0131<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\" id=\"h-irrefuhrungsverbot\">Yan\u0131ltma yasa\u011f\u0131<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam <strong>yan\u0131lt\u0131c\u0131<\/strong> olmamal\u0131d\u0131r. \u00a7 2a UWG ile \u00a7 2 UWG birlikte de\u011ferlendirildi\u011finde, reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131, hedeflenen \u00e7evrelerde \u00fcr\u00fcnler, fiyatlar, \u00f6zellikler veya hizmetler hakk\u0131nda yanl\u0131\u015f bir izlenim yarat\u0131yorsa caiz de\u011fildir. Burada belirleyici olan, reklam verenin neyi kastetti\u011fi de\u011fil, <strong>ortalama d\u00fczeyde bilgilendirilmi\u015f t\u00fcketicinin<\/strong> reklam\u0131 nas\u0131l anlad\u0131\u011f\u0131d\u0131r.  <\/p>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam, <strong>\u00f6nemli bilgiler eksikse<\/strong> veya <strong>eksik\/yar\u0131m<\/strong> sunuluyorsa yan\u0131lt\u0131c\u0131d\u0131r. Reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131, beyan\u0131n do\u011fru de\u011ferlendirilebilmesi i\u00e7in gerekli t\u00fcm bilgileri i\u00e7ermelidir. \u00d6rne\u011fin fiyatlar kar\u015f\u0131la\u015ft\u0131r\u0131l\u0131yorsa, ger\u00e7ek kar\u015f\u0131la\u015ft\u0131r\u0131labilirlik a\u00e7\u0131s\u0131ndan belirleyici olan ko\u015fullar da a\u00e7\u0131klanmal\u0131d\u0131r. Bu nedenle reklam, yanl\u0131\u015f bir genel izlenim do\u011furuyorsa, tekil bilgileri ba\u011flam\u0131ndan kopuk \u015fekilde kullanamaz.   <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-hinreichende-substituierbarkeit\">Yeterli ikame edilebilirlik<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam, yaln\u0131zca <strong>mal veya hizmetler<\/strong>, <strong>ayn\u0131 ihtiyac\u0131 kar\u015f\u0131layan<\/strong> veya <strong>ayn\u0131 amaca hizmet eden<\/strong> \u00fcr\u00fcnlerle kar\u015f\u0131la\u015ft\u0131r\u0131l\u0131yorsa caizdir. Bu nedenle kar\u015f\u0131la\u015ft\u0131r\u0131lan \u00fcr\u00fcnler, <strong>t\u00fcketici a\u00e7\u0131s\u0131ndan<\/strong> ger\u00e7ekten kar\u015f\u0131la\u015ft\u0131r\u0131labilir ve birbirinin yerine ge\u00e7ebilir olmal\u0131d\u0131r.  Bu gereklilik, yeterli <strong>ikame edilebilirlik<\/strong> olarak adland\u0131r\u0131l\u0131r. <\/p>\n\n<p class=\"wp-block-paragraph\">Bu nedenle \u00f6rne\u011fin iki mobil tarife, iki sigorta veya iki \u00e7ama\u015f\u0131r deterjan\u0131 kar\u015f\u0131la\u015ft\u0131r\u0131labilir; \u00e7\u00fcnk\u00fc bunlar\u0131n her biri ayn\u0131 amaca hizmet eder. Buna kar\u015f\u0131l\u0131k, t\u00fcketici a\u00e7\u0131s\u0131ndan <strong>birbirinin yerine ge\u00e7emeyen<\/strong> tamamen farkl\u0131 \u00fcr\u00fcn veya hizmetler aras\u0131ndaki bir kar\u015f\u0131la\u015ft\u0131rma <strong>caiz de\u011fildir<\/strong>.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-objektivitatsgebot\">Objektiflik ilkesi<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam <strong>objektif<\/strong> olmal\u0131d\u0131r. Bu, reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131n\u0131n <strong>nesnel, anla\u015f\u0131l\u0131r ve denetlenebilir<\/strong> olmas\u0131 gerekti\u011fi anlam\u0131na gelir. Objektiflik ilkesi uyar\u0131nca yaln\u0131zca ger\u00e7ekten denetlenebilir ve kar\u015f\u0131la\u015ft\u0131r\u0131lan \u00fcr\u00fcn veya hizmetlerle nesnel ba\u011flant\u0131s\u0131 bulunan \u00f6zellikler kar\u015f\u0131la\u015ft\u0131r\u0131labilir.  <\/p>\n\n<p class=\"wp-block-paragraph\">Bu, bir i\u015fletmenin fiyatlar\u0131, hizmetleri, kaliteyi veya teknik \u00f6zellikleri, objektif olarak tespit edilebilir olmalar\u0131 h\u00e2linde kar\u015f\u0131la\u015ft\u0131rabilece\u011fi anlam\u0131na gelir. Buna kar\u015f\u0131l\u0131k, neye dayand\u0131\u011f\u0131 a\u00e7\u0131klanmayan \u201cen iyi \u00fcr\u00fcn\u201d veya \u201cdi\u011ferlerinin hepsinden \u00e7ok daha iyi\u201d gibi genel ifadeler <strong>hukuka ayk\u0131r\u0131d\u0131r<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Objektiflik ilkesi<\/strong>, t\u00fcketicilerin reklam temelinde nesnel ve adil bir karar verebilmesini sa\u011flamay\u0131 ama\u00e7lar. Bu nedenle reklam yaln\u0131zca duygusal etki yaratmamal\u0131 veya rakipleri k\u00f6t\u00fclememeli; <strong>anla\u015f\u0131l\u0131r ve denetlenebilir olgulara dayanmal\u0131d\u0131r<\/strong>. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-vergleichbare-eigenschaften\">Kar\u015f\u0131la\u015ft\u0131r\u0131labilir \u00f6zellikler<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam yaln\u0131zca, t\u00fcketiciler i\u00e7in ger\u00e7ekten <strong>\u00f6nemli<\/strong> olan ve <strong>anlaml\u0131 bi\u00e7imde kar\u015f\u0131la\u015ft\u0131r\u0131labilir<\/strong> <strong>\u00f6zellikleri<\/strong> kar\u015f\u0131 kar\u015f\u0131ya getirebilir. Bu nedenle i\u015fletmeler rastgele \u00f6zellikler se\u00e7emez; yaln\u0131zca <strong>sat\u0131n alma karar\u0131nda rol<\/strong> oynayan \u00f6zellikleri kar\u015f\u0131la\u015ft\u0131rabilir. Buna \u00f6zellikle bir \u00fcr\u00fcn\u00fcn fiyat\u0131, kalitesi, performans\u0131, dayan\u0131kl\u0131l\u0131\u011f\u0131 veya teknik \u00f6zellikleri dahildir.  <\/p>\n\n<p class=\"wp-block-paragraph\">T\u00fcketiciler, kar\u015f\u0131la\u015ft\u0131rman\u0131n neye dayand\u0131\u011f\u0131n\u0131 ve bir \u00fcr\u00fcn\u00fcn neden di\u011ferinden daha iyi veya daha ucuz oldu\u011fu iddia edildi\u011fini anlayabilmelidir. Bu nedenle, do\u011frulanabilir \u00f6zelliklerle somut ba\u011flant\u0131s\u0131 olmayan belirsiz veya tamamen genel ifadeler <strong>caiz de\u011fildir<\/strong>.<\/p>\n\n<h4 class=\"wp-block-heading\" id=\"h-vergleichbarkeitskriterien\">Kar\u015f\u0131la\u015ft\u0131r\u0131labilirlik kriterleri<\/h4>\n\n<p class=\"wp-block-paragraph\">Bir reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131n\u0131n hukuka uygun olmas\u0131 i\u00e7in kar\u015f\u0131la\u015ft\u0131r\u0131lan \u00f6zelliklerin belirli \u015fartlar\u0131 ta\u015f\u0131mas\u0131 gerekir. <\/p>\n\n<p class=\"wp-block-paragraph\">\u015eunlar olmal\u0131d\u0131r:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>esasl\u0131,<\/li>\n\n\n\n<li>ilgili,<\/li>\n\n\n\n<li>do\u011frulanabilir ve<\/li>\n\n\n\n<li>tipik<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">(kar\u015f\u0131la\u015ft\u0131r\u0131lan \u00fcr\u00fcn veya hizmetler i\u00e7in).<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Esasl\u0131<\/strong>, \u00f6zelli\u011fin sat\u0131n alma karar\u0131 a\u00e7\u0131s\u0131ndan \u00f6nemli olmas\u0131 demektir. <strong>\u0130lgili<\/strong> bir \u00f6zellik, t\u00fcketiciler i\u00e7in ger\u00e7ekten ilgi \u00e7ekici veya faydal\u0131 oldu\u011funda s\u00f6z konusudur. <strong>Do\u011frulanabilir<\/strong> bir kar\u015f\u0131la\u015ft\u0131rma, iddia edilen farklar\u0131n objektif olarak denetlenebilmesi h\u00e2linde vard\u0131r. <strong>Tipik<\/strong> \u00f6zellikler ise ilgili mal veya hizmet i\u00e7in karakteristik olan \u00f6zelliklerdir.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-herabsetzungsverbot\">K\u00fc\u00e7\u00fclt\u00fcc\u00fc\/itibar zedeleyici ifade yasa\u011f\u0131<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam, rakipleri <strong>nesnel olmayan \u015fekilde k\u00fc\u00e7\u00fcltmemeli veya k\u00f6t\u00fclememelidir<\/strong>. \u0130\u015fletmeler rakip \u00fcr\u00fcnlere g\u00f6re farklar\u0131 vurgulayabilir; ancak yaln\u0131zca di\u011fer i\u015fletmeleri alaya almak veya itibarlar\u0131n\u0131 zedelemek amac\u0131yla reklam yapamaz. <\/p>\n\n<p class=\"wp-block-paragraph\">\u00d6zellikle rakipler veya onlar\u0131n \u00fcr\u00fcnleri hakk\u0131nda hakaret i\u00e7eren, sald\u0131rgan ya da genel olarak a\u015fa\u011f\u0131lay\u0131c\u0131 ifadeler hukuka ayk\u0131r\u0131d\u0131r. Bu nedenle reklam, nesnel gerek\u00e7e ve objektif a\u00e7\u0131klanabilirlik olmaks\u0131z\u0131n rakip \u00fcr\u00fcnlerin kalitesiz veya gereksiz pahal\u0131 oldu\u011fu izlenimini veremez. <\/p>\n\n<p class=\"wp-block-paragraph\">Buna kar\u015f\u0131l\u0131k, denetlenebilir olgulara dayanan ve rakibi k\u00fc\u00e7\u00fcltme amac\u0131na hizmet etmeyen <strong>nesnel bir ele\u015ftiri<\/strong> veya <strong>objektif bir kar\u015f\u0131la\u015ft\u0131rma<\/strong> <strong>hukuka uygun<\/strong> kal\u0131r.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-ursprungsbezeichnungsidentitat\">Men\u015fe i\u015fareti ayn\u0131l\u0131\u011f\u0131<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Korunan bir men\u015fe i\u015fareti<\/strong> ta\u015f\u0131yan mallar kar\u015f\u0131la\u015ft\u0131r\u0131l\u0131yorsa, yaln\u0131zca <strong>ayn\u0131 men\u015fe i\u015faretine<\/strong> sahip \u00fcr\u00fcnler kar\u015f\u0131 kar\u015f\u0131ya getirilebilir. Bu kural, tan\u0131nm\u0131\u015f men\u015fe adlar\u0131n\u0131n hukuka ayk\u0131r\u0131 \u015fekilde s\u00f6m\u00fcr\u00fclmesini veya t\u00fcketicilerin bir \u00fcr\u00fcn\u00fcn ger\u00e7ek men\u015fei konusunda yan\u0131lt\u0131lmas\u0131n\u0131 \u00f6nlemeyi ama\u00e7lar. <\/p>\n\n<p class=\"wp-block-paragraph\">Bu nedenle bir i\u015fletme, \u201c\u015eampanya\u201d ibareli bir \u00fcr\u00fcn\u00fc, bu korunan men\u015fe i\u015faretini ta\u015f\u0131mayan ba\u015fka bir k\u00f6p\u00fckl\u00fc \u015farapla kar\u015f\u0131la\u015ft\u0131ramaz. Kar\u015f\u0131la\u015ft\u0131rmalar yaln\u0131zca her iki \u00fcr\u00fcn de ayn\u0131 korunan men\u015fe i\u015faretine sahipse caizdir. <\/p>\n\n<p class=\"wp-block-paragraph\">Bu kural <strong>korur<\/strong>: hem <strong>t\u00fcketicileri<\/strong> hem de y\u00fcksek kaliteli b\u00f6lgesel \u00fcr\u00fcnlerin <strong>\u00fcreticilerini<\/strong> yan\u0131lt\u0131c\u0131 veya haks\u0131z reklam kar\u015f\u0131la\u015ft\u0131rmalar\u0131na kar\u015f\u0131.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-verbot-unlauterer-rufausnutzung\">Haks\u0131z itibar s\u00f6m\u00fcr\u00fcs\u00fc yasa\u011f\u0131<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam, bir rakibin iyi itibar\u0131n\u0131 haks\u0131z \u015fekilde kullanamaz. Bu nedenle i\u015fletmeler, t\u00fcketicilerin tan\u0131nm\u0131\u015f bir marka veya rakip i\u015fletmeyle ili\u015fkilendirdi\u011fi olumlu imajdan, bilinirlikten veya g\u00fcvenden hedefli bi\u00e7imde yararlanamaz. <\/p>\n\n<p class=\"wp-block-paragraph\">\u00d6zellikle, bilinirli\u011finden faydalanmak i\u00e7in reklam yoluyla bilin\u00e7li \u015fekilde tan\u0131nm\u0131\u015f bir markaya \u201ceklemlenmek\u201d <strong>hukuka ayk\u0131r\u0131d\u0131r<\/strong>. T\u00fcketiciler, i\u015fletmeler aras\u0131nda ekonomik bir ba\u011f bulundu\u011fu veya tan\u0131t\u0131lan \u00fcr\u00fcn\u00fcn tan\u0131nm\u0131\u015f rakip \u00fcr\u00fcnle ayn\u0131 kaliteye ya da men\u015feye sahip oldu\u011fu izlenimine kap\u0131lmamal\u0131d\u0131r. <\/p>\n\n<p class=\"wp-block-paragraph\">Nesnel ve objektif bir reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131 i\u00e7in gerekli olmas\u0131 h\u00e2linde, bir rakibin veya markas\u0131n\u0131n yaln\u0131zca an\u0131lmas\u0131 <strong>caiz<\/strong> olmaya devam eder.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-verbot-der-imitationswerbung\">Taklit reklam yasa\u011f\u0131<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam, bir \u00fcr\u00fcn\u00fc rakip \u00fcr\u00fcn\u00fcn taklidi veya kopyas\u0131 olarak g\u00f6steremez. Bu nedenle i\u015fletmeler, \u00fcr\u00fcnlerinin tan\u0131nm\u0131\u015f bir markal\u0131 \u00fcr\u00fcn\u00fcn daha ucuz veya benzer bir kopyas\u0131 oldu\u011funu s\u00f6yleyerek reklam yapamaz. <\/p>\n\n<p class=\"wp-block-paragraph\">Bu <strong>yasak<\/strong>, t\u00fcketicilerin bilin\u00e7li olarak <strong>taklit \u00fcr\u00fcnlere<\/strong> y\u00f6nlendirilmesini ve tan\u0131nm\u0131\u015f markalar\u0131n ucuz kopyalarla de\u011fersizle\u015ftirilmesini \u00f6nlemeyi ama\u00e7lar. Bu nedenle \u201cX markas\u0131yla ayn\u0131, sadece daha ucuz\u201d gibi reklam beyanlar\u0131 veya bir \u00fcr\u00fcn\u00fcn bilerek tan\u0131nm\u0131\u015f bir markal\u0131 \u00fcr\u00fcne benzetilerek tasarland\u0131\u011f\u0131na dair ifadeler <strong>caiz de\u011fildir<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">Kendi \u00fcr\u00fcn a\u00e7\u0131k\u00e7a bir taklit veya kopya olarak sunulmad\u0131\u011f\u0131 s\u00fcrece, \u00f6zelliklerin veya fiyatlar\u0131n nesnel bir kar\u015f\u0131la\u015ft\u0131rmas\u0131 <strong>caiz<\/strong> olmaya devam eder.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-verbot-von-verwechslungsgefahr\">Kar\u0131\u015ft\u0131r\u0131lma ihtimali yasa\u011f\u0131<\/h3>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam, t\u00fcketicilerin i\u015fletmeleri, markalar\u0131, \u00fcr\u00fcnleri veya hizmetleri birbirine <strong>kar\u0131\u015ft\u0131rmas\u0131na<\/strong> yol a\u00e7mamal\u0131d\u0131r. Bu nedenle reklam, hangi i\u015fletmenin reklam yapt\u0131\u011f\u0131n\u0131 ve hangi rakibe at\u0131f yap\u0131ld\u0131\u011f\u0131n\u0131 a\u00e7\u0131k\u00e7a g\u00f6stermelidir. <\/p>\n\n<p class=\"wp-block-paragraph\">Benzer markalar, logolar, ambalajlar veya reklam tasar\u0131mlar\u0131 kullan\u0131ld\u0131\u011f\u0131nda ve bu nedenle \u00fcr\u00fcnlerin <strong>ayn\u0131 i\u015fletmeden<\/strong> geldi\u011fi ya da <strong>ekonomik olarak ba\u011flant\u0131l\u0131<\/strong> oldu\u011fu <strong>izlenimi<\/strong> do\u011fdu\u011funda <strong>kar\u0131\u015ft\u0131r\u0131lma ihtimali<\/strong> ortaya \u00e7\u0131kabilir.<\/p>\n\n<p class=\"wp-block-paragraph\">Bu yasak, t\u00fcketicilerin reklam kar\u015f\u0131la\u015ft\u0131rmalar\u0131n\u0131 a\u00e7\u0131k\u00e7a s\u0131n\u0131fland\u0131rabilmesini sa\u011flamay\u0131 ama\u00e7lar. Bu nedenle reklam, \u00fcr\u00fcnlerin men\u015fei veya hangi \u00fcr\u00fcne\/i\u015fletmeye ait oldu\u011funun belirsizle\u015fece\u011fi \u015fekilde tasarlanmamal\u0131d\u0131r. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-rechtsfolgen-unzulassiger-vergleichender-werbung\">\u0130zin Verilmeyen Kar\u015f\u0131la\u015ft\u0131rmal\u0131 Reklamc\u0131l\u0131\u011f\u0131n Hukuki Sonu\u00e7lar\u0131<\/h2>\n\n<p class=\"wp-block-paragraph\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam, hukuka uygunluk \u015fartlar\u0131n\u0131 ihl\u00e2l ederse <strong>ciddi hukuki sonu\u00e7lar<\/strong> do\u011furabilir. Kanun, rakiplere ve di\u011fer hak sahiplerine haks\u0131z reklam\u0131 durdurmak i\u00e7in \u00e7e\u015fitli ara\u00e7lar sa\u011flar. <\/p>\n\n<p class=\"wp-block-paragraph\">En \u00f6nemli hukuki sonu\u00e7lar \u00f6zellikle \u015funlard\u0131r:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>\u0130zin verilmeyen reklam\u0131n daha fazla kullan\u0131lmas\u0131na kar\u015f\u0131 <strong>durdurma talebi<\/strong> <a href=\"https:\/\/ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P14\/NOR40245453\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a7 14 UWG<\/a><\/li>\n\n\n\n<li>\u0130hlal kusurlu ise <strong>tazminat talebi<\/strong> <a href=\"https:\/\/ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P15\/NOR12033588\" type=\"link\" id=\"https:\/\/ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P15\/NOR12033588\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a7 16 UWG<\/a><\/li>\n\n\n\n<li><strong>Mahkeme tedbirleri<\/strong>, \u00f6rne\u011fin <strong>ihtiyati tedbir<\/strong> <a href=\"https:\/\/ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P24\/NOR12033597\" type=\"link\" id=\"https:\/\/ris.bka.gv.at\/eli\/bgbl\/1984\/448\/P24\/NOR12033597\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a7 24 UWG<\/a> arac\u0131l\u0131\u011f\u0131yla<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Burada odak noktas\u0131 <strong>men talebidir<\/strong>. Men talebinin ileri s\u00fcr\u00fclmesine <strong>\u00a7<\/strong> <strong>14<\/strong> <strong>UWG<\/strong> uyar\u0131nca; rakipler, etkilenen menfaatleri temsil ettikleri \u00f6l\u00e7\u00fcde giri\u015fimcilerin ekonomik \u00e7\u0131karlar\u0131n\u0131 geli\u015ftirmeye y\u00f6nelik birlikler ile \u0130\u015f\u00e7iler ve Memurlar Federal Odas\u0131, Avusturya Ekonomi Odas\u0131, Avusturya Ziraat Odalar\u0131 Ba\u015fkanlar Konferans\u0131, Avusturya Sendikalar Birli\u011fi ve Federal Rekabet Kurumu yetkilidir. Buna kar\u015f\u0131l\u0131k, m\u00fcnferit t\u00fcketiciler men davas\u0131 a\u00e7maya yetkili de\u011fildir.  <\/p>\n\n<p class=\"wp-block-paragraph\">Bu yapt\u0131r\u0131mlar, rekabetin <strong>haks\u0131z reklam kar\u015f\u0131la\u015ft\u0131rmalar\u0131yla bozulmamas\u0131n\u0131<\/strong> sa\u011flamay\u0131 ama\u00e7lar. Bu nedenle \u015firketler, reklamlar\u0131n\u0131n <strong>yasal gerekliliklere tamamen uygun oldu\u011fundan<\/strong> emin olmal\u0131d\u0131r. <\/p>\n    <div class=\"mr-quote mrbg clearfix\">\n        <a class=\"mr-quote-person\" href=\"\/ueber-uns\/rechtsanwalt-peter-harlander\/\" title=\"Rechtsanwalt Peter Harlander\">\n            <img decoding=\"async\" class=\"mr-quote-person-img\" src=\"https:\/\/harlander-partner.eu\/wp-content\/themes\/harlander\/design\/ph100.webp\" width=\"100\"\n                 height=\"100\" loading=\"lazy\" alt=\"Rechtsanwalt Peter Harlander\">\n            <span class=\"mr-quote-person-text\">\n            Peter Harlander<br>\n            <span class=\"mr-quote-person-function\">Harlander &amp; Partner Rechtsanw\u00e4lte<\/span>\n        <\/span>\n        <\/a>\n        <span class=\"mr-quote-content\">\u201eRekabet hukukunda, reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131ndaki k\u00fc\u00e7\u00fck yanl\u0131\u015fl\u0131klar bile \u00f6nemli hukuki sonu\u00e7lar do\u011furabilir.\u201c<\/span>\n    <\/div>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"\u00dccretsiz ilk g\u00f6r\u00fc\u015fme\"><span class=\"mr-cta-link-normal\">\u015eimdi istedi\u011finiz tarihi se\u00e7in:<\/span><span class=\"mr-cta-link-bold\">\u00dccretsiz ilk g\u00f6r\u00fc\u015fme<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-ihre-vorteile-mit-anwaltlicher-unterstutzung\">Avukatl\u0131k Deste\u011fiyle Avantajlar\u0131n\u0131z<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k f\u0131rsatlar sunar, ancak ayn\u0131 zamanda hukuki riskler de ta\u015f\u0131r.<\/strong> Kar\u015f\u0131la\u015ft\u0131rmadaki k\u00fc\u00e7\u00fck yanl\u0131\u015fl\u0131klar, eksik bilgiler veya nesnel olmayan bir sunum, h\u0131zla <strong>ihtarname, durdurma talepleri veya mahkeme s\u00fcre\u00e7lerine<\/strong> yol a\u00e7abilir. \u00d6zellikle reklamlar genellikle keskin ifadelerle haz\u0131rland\u0131\u011f\u0131 i\u00e7in, <strong>hukuken do\u011fru bir tasar\u0131m<\/strong> \u00f6zellikle \u00f6nemlidir. <\/p>\n\n<p class=\"wp-block-paragraph\">Bir <strong>avukatl\u0131k incelemesi<\/strong>, \u015firketlerin reklam ifadelerini hukuki a\u00e7\u0131dan g\u00fcvenli bir \u015fekilde form\u00fcle etmelerine ve tipik hatalardan ka\u00e7\u0131nmalar\u0131na yard\u0131mc\u0131 olur. Ayn\u0131 zamanda, <strong>rakiplerin haks\u0131z reklam faaliyetleri<\/strong> de etkili bir \u015fekilde m\u00fccadele edilebilir. <\/p>\n\n<p class=\"wp-block-paragraph\">Avukat deste\u011fiyle \u00f6zellikle \u015fu avantajlardan yararlan\u0131rs\u0131n\u0131z:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Kampanyalar yay\u0131nlanmadan \u00f6nce <strong>reklam kar\u015f\u0131la\u015ft\u0131rmalar\u0131n\u0131n hukuki a\u00e7\u0131dan g\u00fcvenli bir \u015fekilde tasarlanmas\u0131<\/strong><\/li>\n\n\n\n<li>Rakiplerin haks\u0131z reklamlar\u0131na kar\u015f\u0131 <strong>taleplerin h\u0131zl\u0131 bir \u015fekilde uygulanmas\u0131<\/strong><\/li>\n\n\n\n<li>Bir kar\u015f\u0131la\u015ft\u0131rman\u0131n izin verilip verilmedi\u011fi, yan\u0131lt\u0131c\u0131 olup olmad\u0131\u011f\u0131 veya haks\u0131z olup olmad\u0131\u011f\u0131na dair <strong>a\u00e7\u0131k hukuki de\u011ferlendirme<\/strong><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">B\u00f6ylece <strong>rekabet riskleri azalt\u0131labilir<\/strong> ve ayn\u0131 zamanda <strong>me\u015fru reklam olanaklar\u0131 hukuki a\u00e7\u0131dan g\u00fcvenli bir \u015fekilde kullan\u0131labilir<\/strong>.<\/p>\n    <div class=\"mr-quote mrbg clearfix\">\n        <a class=\"mr-quote-person\" href=\"\/ueber-uns\/rechtsanwalt-sebastian-riedlmair\/\" title=\"Rechtsanwalt Sebastian Riedlmair\">\n            <img decoding=\"async\" class=\"mr-quote-person-img\" src=\"https:\/\/harlander-partner.eu\/wp-content\/themes\/harlander\/design\/sr100.webp\" width=\"100\"\n                 height=\"100\" loading=\"lazy\" alt=\"Rechtsanwalt Sebastian Riedlmair\">\n            <span class=\"mr-quote-person-text\">\n            Sebastian Riedlmair<br>\n            <span class=\"mr-quote-person-function\">Harlander &amp; Partner Rechtsanw\u00e4lte<\/span>\n        <\/span>\n        <\/a>\n        <span class=\"mr-quote-content\">\u201eKar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k bilgi verebilir, ancak yan\u0131ltmamal\u0131d\u0131r \u2013 avukatl\u0131k dan\u0131\u015fmanl\u0131\u011f\u0131 bu s\u0131n\u0131r\u0131n korunmas\u0131n\u0131 sa\u011flar.\u201c<\/span>\n    <\/div>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"\u00dccretsiz ilk g\u00f6r\u00fc\u015fme\"><span class=\"mr-cta-link-normal\">\u015eimdi istedi\u011finiz tarihi se\u00e7in:<\/span><span class=\"mr-cta-link-bold\">\u00dccretsiz ilk g\u00f6r\u00fc\u015fme<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-haufig-gestellte-fragen-faq\">S\u0131k\u00e7a Sorulan Sorular \u2013 SSS<\/h2>\n<div class=\"wp-block-uagb-faq uagb-faq__outer-wrap uagb-block-4274a74a uagb-faq-icon-row uagb-faq-layout-accordion uagb-faq-expand-first-true uagb-faq-inactive-other-true uagb-faq__wrap uagb-buttons-layout-wrap uagb-faq-equal-height     \" data-faqtoggle=\"true\" role=\"tablist\"><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-2f9f3a88 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">\u00a7 2a UWG&#8217;ye g\u00f6re kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k nedir?<\/span><\/div><div class=\"uagb-faq-content\"><p>Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k, bir \u015firketin reklam\u0131nda \u00fcr\u00fcnlerini veya hizmetlerini bir rakiple veya onun teklifiyle ili\u015fkilendirmesi durumunda s\u00f6z konusudur. Rakibin a\u00e7\u0131k\u00e7a belirtilmesi gerekmez. Halk i\u00e7in hangi rakip teklifin kastedildi\u011fi anla\u015f\u0131l\u0131r olmas\u0131 yeterlidir.  <\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-04926923 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Avusturya&#8217;da kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k yasak m\u0131?<\/span><\/div><div class=\"uagb-faq-content\"><p>Evet. Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k, \u00a7 2a UWG&#8217;ye g\u00f6re prensipte izin verilir. Ancak nesnel, objektif ve do\u011frulanabilir olmal\u0131, yan\u0131lt\u0131c\u0131 veya a\u015fa\u011f\u0131lay\u0131c\u0131 etki yaratmamal\u0131d\u0131r. <\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-b8d344e6 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Hangi \u00fcr\u00fcnler veya hizmetler birbiriyle kar\u015f\u0131la\u015ft\u0131r\u0131labilir?<\/span><\/div><div class=\"uagb-faq-content\"><p>Yaln\u0131zca ayn\u0131 amac\u0131 kar\u015f\u0131layan veya t\u00fcketiciler i\u00e7in ger\u00e7ek bir alternatif olu\u015fturan mal veya hizmetler kar\u015f\u0131la\u015ft\u0131r\u0131labilir. Tamamen farkl\u0131 tekliflerin kar\u015f\u0131la\u015ft\u0131r\u0131lmas\u0131 yan\u0131lt\u0131c\u0131 olabilir. <\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-473f9345 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k ne zaman izin verilmez hale gelir?<\/span><\/div><div class=\"uagb-faq-content\"><p>Bir reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131, yanl\u0131\u015f veya eksik bilgiler i\u00e7eriyorsa, \u00f6nemli farkl\u0131l\u0131klar\u0131 gizliyorsa, rakipleri nesnel olmayan bir \u015fekilde de\u011fersizle\u015ftiriyorsa veya halkta yanl\u0131\u015f bir izlenim yarat\u0131yorsa izin verilmez.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-4150e140 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Reklamda bir rakibin markas\u0131n\u0131 kullanabilir miyim?<\/span><\/div><div class=\"uagb-faq-content\"><p>Prensip olarak evet, e\u011fer kullan\u0131m kar\u015f\u0131la\u015ft\u0131rma i\u00e7in gerekliyse. Ancak, ba\u015fkalar\u0131na ait markalar\u0131n kullan\u0131m\u0131 rakibin itibar\u0131n\u0131 k\u00f6t\u00fcye kullanamaz veya ekonomik bir ba\u011flant\u0131 izlenimi yaratamaz. <\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-ef586577 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">\u0130zin verilmeyen kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131\u011f\u0131n sonu\u00e7lar\u0131 nelerdir?<\/span><\/div><div class=\"uagb-faq-content\"><p>Rakipler ve di\u011fer hak sahipleri, izin verilmeyen reklamlara kar\u015f\u0131 hukuki yollara ba\u015fvurabilirler. \u00d6zellikle durdurma talepleri, ihtiyati tedbirler ve belirli durumlarda tazminat talepleri m\u00fcmk\u00fcnd\u00fcr. <\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-000e3b6a \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklamc\u0131l\u0131k neden hukuki olarak incelenmelidir?<\/span><\/div><div class=\"uagb-faq-content\"><p>Bir reklam kar\u015f\u0131la\u015ft\u0131rmas\u0131ndaki k\u00fc\u00e7\u00fck yanl\u0131\u015fl\u0131klar bile bir rekabet ihlaline yol a\u00e7abilir. Hukuki bir inceleme, \u015firketlerin ihtarname, mahkeme s\u00fcre\u00e7leri ve gereksiz risklerden ka\u00e7\u0131nmas\u0131na yard\u0131mc\u0131 olur. <\/p><\/div><\/div><\/div><a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"\u00dccretsiz ilk g\u00f6r\u00fc\u015fme\"><span class=\"mr-cta-link-normal\">\u015eimdi istedi\u011finiz tarihi se\u00e7in:<\/span><span class=\"mr-cta-link-bold\">\u00dccretsiz ilk g\u00f6r\u00fc\u015fme<\/span><\/a>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"\u00a7 2a UWG, kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131, bir rakibi veya onun mallar\u0131n\u0131 ya da hizmetlerini do\u011frudan veya dolayl\u0131 olarak tan\u0131n\u0131r h\u00e2le getiren her t\u00fcrl\u00fc reklam olarak tan\u0131mlar. H\u00fck\u00fcm, b\u00f6yle bir kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n &#8230;","protected":false},"author":1,"featured_media":131974,"parent":41097,"menu_order":58,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[770],"tags":[],"class_list":["post-131973","page","type-page","status-publish","has-post-thumbnail","hentry","category-rekabet-hukuku"],"acf":[],"uagb_featured_image_src":{"full":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG.webp",1920,1080,false],"thumbnail":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-100x100.webp",100,100,true],"medium":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-800x450.webp",800,450,true],"medium_large":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG.webp",1920,1080,false],"large":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG.webp",1920,1080,false],"1536x1536":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-1536x864.webp",1536,864,true],"2048x2048":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG.webp",1920,1080,false],"336x":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-336x189.webp",336,189,true],"352x":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-352x198.webp",352,198,true],"woocommerce_thumbnail":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-300x300.webp",300,300,true],"woocommerce_single":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-600x338.webp",600,338,true],"woocommerce_gallery_thumbnail":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-100x100.webp",100,100,true],"yarpp-thumbnail":["https:\/\/harlander-partner.eu\/wp-content\/uploads\/\u00a7-2a-UWG-120x120.webp",120,120,true]},"uagb_author_info":{"display_name":"Peter Harlander","author_link":"https:\/\/harlander-partner.eu\/tr\/author\/secondpromotion\/"},"uagb_comment_info":0,"uagb_excerpt":"\u00a7 2a UWG, kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131, bir rakibi veya onun mallar\u0131n\u0131 ya da hizmetlerini do\u011frudan veya dolayl\u0131 olarak tan\u0131n\u0131r h\u00e2le getiren her t\u00fcrl\u00fc reklam olarak tan\u0131mlar. H\u00fck\u00fcm, b\u00f6yle bir kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam\u0131n ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages\/131973","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/comments?post=131973"}],"version-history":[{"count":7,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages\/131973\/revisions"}],"predecessor-version":[{"id":159305,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages\/131973\/revisions\/159305"}],"up":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages\/41097"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/media\/131974"}],"wp:attachment":[{"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/media?parent=131973"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/categories?post=131973"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/tags?post=131973"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}