Abstract

The differentiation of people’s health-related needs, changes in patient-physician relations,
differentiation in patients’ satisfaction levels, the execution of health services as a business, interest in
preventive health services and the fact that patients are more questioning their health status increase
the interest in marketing. The fact that health services have different characteristics compared to other
services that people receive requires that the issue of advertising in the field of health should be handled
separately and carefully. There are some legal regulations to keep health-related advertisements under
control. Although it is valuable to examine the penalties for advertisements in the field of health in line
with legal regulations, it is thought that it is also important to examine the advertising penalties given
in the health sector, especially in global disaster situations such as the Covid-19 pandemic. For this
purpose, the advertising penalties imposed by the Advertisement Board under the category of “health”
covering the pre-pandemic period (2019) and the pandemic period 2020, 2021 and 2022 in Türkiye,
were retrospectively examined and interpreted.

Author(s)

Emine Kuranel
Büşra Gül
Gözde Yeşilaydın
Ece Uğurluoğlu Aldoğan

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