SECOND-HAND AND REFURBISHED PRODUCT SALES

The inclusion of second-hand products in e-commerce platforms is a significant matter that warrants careful consideration. While it is indeed feasible to sell pre-owned items through such platforms, it is essential to adhere to specific regulations. Firstly, in compliance with the Regulation on Electronic Commerce Service Providers, it is imperative to designate a distinct category exclusively for second-hand goods within an e-commerce website where both new and pre-owned products are offered for sale.

The classification of display products in stores as second-hand items has sparked an ongoing debate. Nonetheless, it is strongly recommended to separate and explicitly label them as display products.

Another critical aspect revolves around the sale of refurbished mobile phones and tablets. These products can be legally sold by adhering to the warranty terms set forth in the Regulation on the Sale of Refurbished Products, provided they have undergone refurbishment in authorized centers sanctioned by the Ministry and meet other stipulated conditions. However, it is crucial to bear in mind that selling refurbished mobile phones or tablets through e-commerce platforms entails compliance with distinct regulatory requirements and operational procedures.

ACCEPTED PAYMENT METHODS AND INSTALLMENT LIMITS

Accepting payment methods is a pivotal aspect of e-commerce operations. While bank transfers have been a traditional option, it is equally vital for e-commerce websites to offer credit card payment options. To facilitate credit card payments, it is essential to establish a contract with a virtual POS company and seamlessly integrate the corresponding virtual POS into the website.

When selecting a virtual POS company, it is crucial to consider factors such as commission rates and the timeframe for transferring payments to the designated account. It is essential to ensure that these essential business particulars are explicitly outlined in the contract. Furthermore, prioritizing the protection of credit card information is of utmost importance. It is imperative that the virtual POS company securely preserves and does not transfer the credit card data to the e-commerce seller, thus safeguarding the sensitive financial information of customers.

An additional aspect to contemplate when accepting payments is the installment limitations mandated by the Banking Regulation and Supervision Agency (BRSA) in certain sectors. For instance, while furniture purchases may be eligible for a maximum of 12 installments, making installments for cosmetic products is strictly prohibited. Consequently, it is imperative to categorize the products being sold based on the sector-specific installment restrictions imposed by the BRSA and proceed with payment acceptance accordingly. This ensures compliance with the regulatory framework and facilitates transparent and lawful transaction processes within the e-commerce platform.

NON-DELIVERY OF PRODUCTS AND STORAGE SERVICE

In e-commerce operations, it is not uncommon for situations to arise where buyers fail to take delivery of the product. These circumstances can include instances where the buyer becomes unreachable, places an order while on vacation during the scheduled delivery period, or resides outside of Turkey and is unavailable on the designated delivery date.

In particular, when the buyer deliberately refuses to accept the product, specific steps must be taken by the e-commerce seller to address the default on the part of the debtor. Failure to carry out these procedures will lead to the persistence of the product delivery obligation.

In cases of debtor default, the initial step for the e-commerce seller is to file an application with the court, seeking the establishment of a custodial location. At this designated location, the e-commerce seller must fulfill their delivery obligation, with any damages and expenses incurred to be borne by the debtor. However, if the contract’s subject matter or the nature of the work is unsuitable for custodial delivery, or if the item to be delivered is perishable or requires significant expenses for maintenance, protection, or delivery, the debtor may seek court permission to sell the item through an auction and deposit the proceeds, after providing prior notice to the creditor.

Naturally, this approach should be pursued when the buyer intentionally refuses product acceptance or cannot be reached at all. Aside from such cases, there might be instances where the product needs to be stored temporarily, such as when the consumer can receive it two weeks after the specified delivery date.

Particularly for e-commerce companies dealing with large products, having a product sit in the warehouse for two weeks presents a considerable operational burden. As the product will be delivered again, it cannot be placed in the back compartments of the warehouse. It must be appropriately protected and, most importantly, its presence occupies space that could be allocated for other incoming products.

Given these challenges, it is observed that e-commerce companies offer separate storage services for undelivered products, typically for a fee. It is advisable to develop distinct plans to address potential scenarios related to this storage service and include detailed information about it in the Distance Contract. Additionally, providing verbal communication to the consumer in case of a delivery date postponement is crucial. Failing to establish a clear agreement with the consumer regarding storage and resorting to arbitrary invoicing may result in disputes and conflicts.

In order to provide evidence of a defect-free delivery, especially for large-sized products such as furniture, it is commonly observed that the responsible party for transportation takes detailed photographs at the time of delivery to demonstrate proper performance and the absence of any defects in the product. However, it is important to acknowledge that this method of evidence cannot prevent potential defects that may occur later due to the inherent nature of the product.

In the case of a defective product sale, consumers have the following optional rights:

• Withdrawing from the contract by notifying their intention to return the purchased item.

• Retaining the purchased item and requesting a discount proportionate to the defect from the sales price.

• Requesting free repair of the purchased item, with all expenses covered by the seller, as long as the repair costs are reasonable.

• If feasible, requesting the replacement of the purchased item with a defect-free item of the same kind.

The seller has an obligation to fulfill the consumer’s preferred demand. However, it is important to note that if providing free repair or replacement with a defect-free item would excessively burden the seller, the consumer has the option to either withdraw from the contract or exercise their right to a proportionate discount due to the defect. Several factors are taken into account when assessing the disproportionality, including the value of the defect-free goods, the significance of the defect, and whether resorting to other optional rights would present difficulties for the consumer. Additionally, it is worth mentioning that according to precedents set by the Court of Cassation, the consumer’s request to withdraw from the contract (refund) can be justified in cases involving significant defects.

While legal experts directly convey these general rules to e-commerce sellers, it is important to acknowledge that certain types of defects encountered in specific scenarios may not always fit within this framework in the practice of e-commerce operations. This is primarily due to the diverse range of defect types that arise from the nature of certain products, the variability of proposed solutions for similar defects, and the potential for different approaches to ensure consumer satisfaction for each individual.

Therefore, it is crucial to establish a disciplined and systematic post-sales service operation for the sale of defective products, following the framework of the aforementioned general legal rules. Professional services should be consistently provided in a structured manner, leveraging the experience gained from handling various types of defects. Failing to do so will compromise customer satisfaction, potentially leading to negative repercussions on product sales in the long term.

CUSTOMER RELATION MANAGEMENT

Unlike traditional sales methods, in e-commerce, customers are rarely, if ever, met face-to-face. The customer relationship in e-commerce is primarily based on computer records, as there is no personal interaction in a physical store. Initially, it was believed that customer relationship management could be carried out solely through Excel records. However, in the long run, managing customer relationships without a Customer Relationship Management (CRM) software becomes impractical.

These systems enable the systematic management of crucial aspects such as customer purchase information, invoicing records, and after-sales service requests.

Although CRM software can be purchased by an e-commerce company (through licensing or software acquisition), it requires regular monitoring, maintenance, and customization according to the company’s needs. Therefore, it is advisable to establish a regular relationship with companies that sell/license CRM software.

It is essential to address these needs as the primary service subject through signed software sales and maintenance/support agreements. However, beyond that, CRM software contains a wealth of personal data. In this context, data security and technical measures, including protocols for data transfer if applicable, are significant matters that should be addressed within the scope of a contract signed with the CRM company.

Furthermore, the attached appendix also outlines the specific regions and the required number of authorized service stations to provide after-sales services throughout the designated lifespan of each product. For instance, let’s consider a company involved in the manufacturing and e-commerce of waffle makers. They are obliged to offer after-sales assistance for a duration of 7 (seven) years starting from the date of sale. Additionally, they have the responsibility of establishing a total of 30 (thirty) authorized service stations across 7 (seven) regions, ensuring a minimum of 3 (three) stations in each geographical area of Turkey. This comprehensive network guarantees that customers can conveniently access the necessary after-sales support and maintenance services for their waffle makers within their respective regions.

This obligation can be fulfilled by the company through the establishment of its own service stations, or by entering into agreements with existing service stations, provided that they are responsible for delivering the required services. This flexibility allows companies to meet the after-sales service requirements either through their own dedicated stations or by collaborating with established service stations, ensuring that customers have access to the necessary support and maintenance services for their products.

The Service Competency Certificate (Approved by the Ministry and Turkish Standards Institution)

It is mandatory for the manufacturer or importer to obtain the Ministry-approved Service Competency Certificate for the established authorized service stations. To obtain this approved document, it is necessary to first obtain the Service Competency Certificate prepared by the Turkish Standards Institution (“TSE”).

The TSE has certain requirements for issuing this certificate. For instance, the service stations must have a technical service department, comply with occupational health and safety regulations by providing designated areas such as desks, dressing rooms, and toilets, and obtain reports on grounding, electrical safety, and device calibration. The TSE certificate needs to be renewed annually, while the service competency certificate must be renewed every two years.

By fulfilling these requirements and obtaining the necessary certifications, e-commerce companies and their authorized service stations demonstrate their compliance with industry standards and regulations. This ensures that customers receive reliable and professional after-sales services, enhancing trust and satisfaction in the e-commerce sector.

After obtaining the aforementioned documents, companies responsible for providing after-sales services are required to register their authorized service stations and submit the necessary documents to the Service Information System of the Ministry of Trade. This registration process ensures transparency and accountability in the provision of after-sales services.

By registering their authorized service stations in the system, companies demonstrate their commitment to fulfilling their obligations and providing reliable support to customers. The Service Information System serves as a centralized platform where customers can access information about authorized service stations, their locations, contact details, and the services they offer.

E-commerce companies face the most complex operational process in fulfilling their after-sales service obligations. This department, which directly contributes to customer satisfaction, requires significant workforce and capital investment. However, it is important to note that this obligation applies exclusively to manufacturers (including those who outsource production to third parties and present themselves as manufacturers) and importers.

User Manual

Except for the products listed below, the provision of a user manual to the consumer is a mandatory requirement for the sale of all e-commerce products:

In What Format Should the User Manual Be Provided to the Consumer?

The user manual must include the minimum information and formal elements as specified in the Regulation on User Manual. It can be provided in printed paper format or through means such as short messages, email, and the internet to reach the consumer. If the user manual is provided in a non-printed form, necessary information and instructions for accessing the user manual should be provided on the product or its packaging. Additionally, if the user manual is presented using a permanent data storage device, this information should also be available on the manufacturer’s or importer’s website. In the absence of a manufacturer’s or importer’s website or upon the consumer’s request, the user manual must be provided to the consumer in a printed format free of charge.

What is the Most Important Function of the User Manual?

The primary function of the User Manual is to ensure that the product is not eligible for warranty coverage in case of misuse. Therefore, User Manuals should be drafted by taking into consideration significant usage errors that may fall outside the warranty scope, rather than merely complying with the minimum form requirements specified in the Regulation on User Manual.

Warranty Certificate

The list of products that must be sold with a warranty certificate is included in the Warranty Certificate Regulation. Prior to engaging in e-commerce, it is essential to cross-reference the intended products for sale against this list and determine the corresponding warranty periods. While the Warranty Certificate Regulation mandates a standard warranty period of 2 years, e-commerce sellers have the option to offer extended warranty periods to distinguish themselves.

The process of issuing a Warranty Certificate and the essential information that must be included in its content are explicitly defined in the Warranty Certificate Regulation. Moreover, the maximum repair period for products covered by the warranty is specified in the After-Sales Services Regulation. Typically, the maximum repair period is set at 20 (twenty) business days, although certain products may have longer repair periods.

In What Format Should the Warranty Certificate Be Provided to the Consumer?

The warranty certificate can be provided in various formats, including printed paper, short messages, email, and internet, among other similar means, to ensure easy accessibility for consumers. However, if a consumer specifically requests a printed copy of the warranty certificate, it must be provided. In the event of a malfunction within the warranty period, consumers have the right to request free repair for the product. Furthermore, if the product cannot be repaired within the maximum repair period or if it malfunctions again during the warranty period and cannot be repaired, the consumer has the option to request a refund, a proportional price reduction, or a replacement with an equivalent product, if feasible. The seller is obligated to comply with the consumer’s request and cannot refuse it.

In cases where replacing the product with an equivalent one would cause significant difficulties for the seller, the consumer has the choice to terminate the contract or exercise their right to a proportional price reduction based on the defect. The determination of disproportionality takes into account factors such as the value of the flawless goods, the severity of the defect, and any challenges the consumer might face when resorting to alternative rights.

It is important to note that the product warranty, when covered by the Warranty Certificate Regulation, is not subject to the seller’s discretion. The issuance process of the warranty certificate and the necessary steps to be taken in case of product malfunctions within the warranty coverage are regulated by specific timeframes, similar to other aspects. Failure to comply with these timeframes can result in significant costs. Therefore, it is crucial for e-commerce sellers who sell products within the warranty coverage to prioritize their after-sales service operations. Conducting tests to verify repair and delivery periods stipulated by the regulations, as well as developing their after-sales service department, are essential measures in case the designated timeframes cannot be met.

In conclusion, it is important to note that the requirement for a warranty certificate and user manual extends beyond traditional in-store sales and also applies to e-commerce transactions. Therefore, it is crucial to create specific guidelines and regulations for the warranty certificate and user manual that are tailored to the products sold online. These documents should encompass the warranty’s content and coverage, ensuring that all necessary information is included in the user manual. Furthermore, after-sales services should be structured in accordance with the provisions outlined in the warranty.

While the right of withdrawal may not initially be a focal point when embarking on e-commerce operations, it swiftly evolves into one of the paramount considerations once immersed in the e-commerce market. Until the withdrawal period expires, the proceeds from e-commerce sales cannot be unequivocally deemed as profit for the e-commerce seller. Moreover, the exercise of the right of withdrawal for non-stock items post-delivery incurs a loss in terms of production costs. In scenarios where the resale of such products is not feasible, this loss becomes irrecoverable. Hence, when conducting a cost analysis of the right of withdrawal, it is imperative to acknowledge that the sales amount cannot be unreservedly regarded as actual profit during the delivery period and within the subsequent 14 (fourteen) days. Consequently, e-commerce enterprises must tailor their cash flow management in light of these factors.

There are specific products and services for which the right of withdrawal cannot be exercised. These include:

a) Contracts involving goods or services with prices influenced by financial market fluctuations beyond the seller’s or provider’s control.

b) Contracts concerning goods that are customized or tailored to the consumer’s specifications.

c) Contracts involving the delivery of perishable or expired goods.

d) Contracts concerning the delivery of sealed goods, such as packaging, tapes, seals, or packages, that, once opened after delivery, are unsuitable for return due to health and hygiene reasons.

e) Contracts pertaining to books, digital content, and computer consumables provided in a tangible format, if the protective elements like packaging, tapes, seals, or packages have been opened after delivery.

f) Contracts related to periodicals like newspapers and magazines, excluding those offered within a subscription agreement.

g) Contracts involving accommodation, transportation of goods, car rental, food and beverage supply, entertainment, or leisure activities scheduled for a specific date or period.

h) Contracts concerning services performed instantly in electronic form or the delivery of non-material goods provided instantly to the consumer.

i) Contracts for services that have commenced with the consumer’s approval before the expiration of the withdrawal period.

ı) Contracts relating to movable properties subject to compulsory registration as per the Road Traffic Law and unmanned aerial vehicles subject to registration or registration obligations. (Effective from 2024)

i) Contracts concerning mobile phones, smartwatches, tablets, and computers once delivered to the consumer. (Effective from 2024)

j) Contracts concluded through live auctions conducted as open bidding. (Effective from 2024)

k) Contracts associated with goods for which the seller or authorized service explicitly states in the promotional and usage guide that installation or assembly will be performed by the seller or authorized service. (Effective from 2024)

When venturing into e-commerce, it is crucial to assess the exceptions to the right of withdrawal for each product that will be sold. By doing so, you can effectively handle consumer withdrawal requests in accordance with the applicable regulations. Being aware of these exceptions enables you to provide accurate information to consumers regarding their rights and ensures a smooth and compliant e-commerce experience.

Consumer Obligations: The right of withdrawal is deemed to be exercised when it is communicated in writing or through the designated withdrawal notification tab on the website. Once this notification is sent, it becomes the consumer’s responsibility to return the goods to the seller within 10 (ten) days (extended to 14 days starting from 2024). It’s important to note that if the consumer uses the product in compliance with its intended functionality, technical specifications, and usage instructions during the withdrawal period, they shall not be held liable for any alterations or deterioration that may arise.

Seller’s Obligations: Once the seller is notified of the consumer’s decision to exercise their right of withdrawal, it becomes their duty to promptly refund all payments received, including any applicable delivery costs, within a period of 14 (fourteen) days. The seller is not permitted to offer an alternative such as issuing a sales voucher instead of providing a monetary refund unless specifically requested by the consumer exercising their right of withdrawal.

Return Costs: When exercising the right of withdrawal, if the consumer selects the carrier specified by the seller in the pre-information note (a legal document on the e-commerce website that should be provided by the seller) for returning the goods, the consumer shall not bear any responsibility for the return expenses. Starting in 2024, the seller will have the option to specify the carrier and return fee in the pre-information, provided that the return fee does not exceed the delivery cost, and request the consumer to cover this return fee. If the seller does not specify a carrier for the return in the pre-information note, no charges related to return expenses can be imposed on the consumer. In cases where the specified carrier for the return does not have a branch in the consumer’s location, it is the seller’s responsibility to arrange the collection of the returned goods from the consumer without requesting any additional expenses.

As evident, the obligations regarding return processes in relation to the exercise of the right of withdrawal are bound by specific timeframes. Non-compliance with these timeframes grants the consumer the right to claim interest. Taking all these factors into consideration, it is crucial to not only manage the cash flow associated with the right of withdrawal but also construct the return operation in alignment with the applicable deadlines.

With this series of articles, we will delve into the practical applications of e-commerce operations and the legal aspects that are present in website details. Our first article will focus on the processes of “delivery.”

Delivery Operation

a. 30-day period

In accordance with the Turkish Regulation on Distance Contracts, orders placed through e-commerce channels must be delivered within 30 days, except for custom-made products based on the consumer’s personal request or need. If orders are not delivered within this timeframe, consumers have the right to terminate the contract and receive a refund for the paid amount.

Successful e-commerce operations depend on managing the order-to-delivery process efficiently and swiftly. However, the 30-day delivery period mandated by the Regulation on Distance Contracts poses a significant risk for sellers, particularly for non-stocked products. If the consumer decides to cancel the order due to non-delivery within the stipulated timeframe, the seller may incur losses in production costs since the product has been produced but not sold.

Therefore, the delivery time of the products, how these periods are communicated to customers on the website, which products will be stocked, and stock control throughout the process are critical steps in e-commerce operations. These steps can help mitigate the risks associated with the 30-day delivery period and ensure a successful e-commerce business.

b. Carrier Company (Cargo/Transportation Agreement)

Carrier’s Delivery Time: While the production process is crucial in the delivery operation, there are instances where the 30-day delivery period is exceeded due to irregularities caused by the carrier company. It is important to obtain references regarding the carrier company’s delivery times and verify if the Transportation Agreement includes any commitments regarding delivery times.

Carrier’s Product Acceptance Conditions (Packaging): The product acceptance conditions specified in the Transportation Agreements of the carrier company should be carefully assessed. It is particularly important to evaluate packaging requirements and consider any negligence clauses that the carrier company may include to evade responsibility, depending on the packaging method.

Transportation Fees: Carrier companies have varying transportation fees based on the delivery distance and product weight. Therefore, conducting a cost analysis by obtaining price quotations from different companies, considering the weight of the products to be sold, is recommended. It is also crucial to determine whether these costs will be passed on to the consumer during the sales process. While many e-commerce companies have implemented “free shipping” practices to distinguish themselves, including all charges in the transportation agreement is necessary to avoid unexpected costs.

c- Delivery Method (Transportation Agreements)

To minimize costs, it can be more advantageous for certain products to be delivered directly by the seller using their own vehicles or through contracted transportation companies, rather than relying on well-known courier companies. Apart from cost benefits, there are cases, particularly in the luxury segment, where it may be necessary for the seller to handle the delivery themselves to ensure product safety and eliminate the risk of faulty sales. Additionally, for sales that involve assembly, e-commerce sellers need full control over the delivery process. In situations where direct manual delivery is not feasible and the use of specialized transportation equipment like elevators or cranes is required, local transportation companies can offer more cost-effective solutions compared to larger courier companies.

In such scenarios, sellers have the option to handle the delivery operation personally by establishing their own organization or choose to collaborate with local transportation companies. The key elements to be determined in the “Transportation Agreements” to be signed with transportation companies can be summarized as follows:

• Representation and warranty of necessary permits and licenses held by the transportation company.
• Management of the delivery operation process, including delivery dates, routes, packaging, delivering products to the carrier, transportation tools like pallets, cases, boxes, customer delivery conditions such as delivery receipts, etc.
• Transition of responsibility for product damage and loss to the carrier
• Procedures for cases of non-delivery
• Management of dispatch notes and record-keeping requirements
• Vehicle and personnel qualifications, vehicle advertising, and personnel attire
• Recourse relationship regarding occupational health and safety and labor claims (According to the precedents of the Court of Cassation of Turkey, if transportation company employees are exclusively assigned to and work in the production areas of a specific company, they are considered subcontractors of the e-commerce company. In such cases, the e-commerce company becomes directly responsible for the payment of all rights of the transportation company’s employees.)
• Operation management in compliance with the Personal Data Protection Law
• Service fees and revenue commitments
• Letter of guarantee

These considerations play a crucial role in ensuring efficient and well-regulated delivery operations in e-commerce businesses.

In this article, we have discussed the operational processes related to delivery in e-commerce that are of legal significance. In the next article, we will delve into consumers’ rights of withdrawal and returns.

Legal disputes between rival companies are a common occurrence in the highly competitive market. The strategies employed by companies to gain a competitive edge over their competitors are scrutinized under competition law and unfair competition. The objective of this article is to shed light on the unethical practice of unjust lawsuits and complaints filed against a rival company. These practices can severely damage the commercial reputation of the targeted company and negatively impact their business.

The Turkish Constitution, in Article 36, guarantees the right of litigation to every citizen, either as a plaintiff or a defendant, and the right to a fair trial through legitimate means and procedures. While rival companies are not prohibited from suing each other or complaining to administrative authorities, using this constitutional right in a manner that violates the honesty rule laid down in Article 2 of the Civil Code constitutes a violation of the honesty rule beyond the boundaries of constitutional rights.

Defamation and Unfair Competition: Spreading Unjust Lawsuits and Complaints to Customers

Unfair competition is a term defined in Article 54 of the Turkish Commercial Code No. 6102, referring to deceptive or other dishonest behaviors that affect commercial practices and relationships between competitors or between suppliers and customers. One of the methods of unfair competition is unjustly complaining or filing baseless lawsuits against competitors to cause difficulty for them, as also stated by Court of Cassation precedents.

A 1971 Court of Cassation precedent continues to be referenced in modern-day decisions. It declared that filing an unjustified lawsuit in order to gain an unfair advantage and harm the interests of the plaintiff constitutes unfair competition. Subsequent Court of Cassation decisions have also emphasized that the right to complain or sue can also be considered unfair competition, especially when used to lodge false accusations and engage in a defamation campaign.

It is important to note that a companies’ complaint or lawsuit against another company does not necessarily constitute unfair competition. However, when these rights are used unfairly and to denigrate the other company with the aim of creating unfair competition, it can be seen as a violation of the honesty rule.

Effective Legal Remedies to Combat Unfair Competition and Protect Commercial Reputation

An unethical practice frequently observed in addition to the filing of baseless lawsuits and complaints is the dissemination of such actions to distributor or customer groups, with the intention of defaming the targeted company. It is common for companies to defame their competitors by publishing lawsuits filed against them to relevant customer targets.

Article 55 of the Turkish Commercial Code No. 6102 defines certain behaviors as unfair competition, including making false or misleading statements that disparage others or their goods, products, prices, activities, or commercial affairs, and directing customers to act contrary to their contracts with others to personally contract with oneself. Thus, if a company engages in unfair competition by filing unjustified lawsuits and complaints, making statements to customer groups to defame their rival and encourage customers to terminate their contracts with the competitor constitutes another unfair competition issue.

Resolving Unfair Competition Disputes: Pursuing Legal Remedies Instead of Filing Counterclaims

According to legal characterizations, filing unfair lawsuits and complaints against a rival company and defaming them by disseminating it to customers are considered unfair competition practices. Often, companies that face such defamation attempts resort to filing lawsuits and complaints against their rivals to intimidate them. However, it may be more effective to seek legal remedies for unfair competition to prevent commercial reputation damage and achieve quicker results. The following legal remedies can be pursued:

Action to Cease Unfair Competition: This remedy allows a decision to be requested from the court to put an end to the ongoing unfair competition acts.

Action for Rectification of Unfair Competition: The aim of this remedy is to rectify the material situation that arises as a result of unfair competition. For example, the court can be requested to publish new statements to rectify defamatory statements made to customers through unfair lawsuits.

The above-mentioned requests for the cessation and rectification of unfair competition can be immediately requested as a precautionary measure following the filing of a lawsuit. Especially in cases where the commercial reputation is clearly under suspicion due to unfair complaints, it is possible to take quick measures without waiting for the outcome of the case with these precautionary measure requests.

Claim for Material Compensation: If a material loss has been suffered as a result of unfair competition, such as a loss of customers, such damages can be requested as a material damage item.

Claim for Moral Compensation: Even if no material damage is suffered, businesses that have had their commercial reputation tarnished can claim spiritual compensation from businesses engaging in unfair competition.

To summarize, filing unfair lawsuits and complaints against a business with the intention of defamation violates the principle of honesty and constitutes unfair competition. Interim injunction decisions can be taken to stop and correct unfair competition, and material and spiritual damages can be claimed through legal proceedings.

Şirketler için Sürdürülebilirlik yazı serisinin ikinci bölümünde şirketler için büyük önem teşkil eden ESG olarak tanımlanan, İngilizce “Environmental, Social, Governance” kelimelerinin kısaltması olan, Çevresel, Sosyal, Yönetişim kavramı ele alınacaktır.

ESG NEDİR?

ESG şirketlerin sürdürülebilirlik kavramına ne derece katkı sağladıklarını ölçerek şirketlerin çalışmalarını ve hedeflerini değerlendirmek ve geleceğe yönelik finansal performanslarını incelemek adına kullanılan global bir kavramdır. ESG kriterleri yatırımcıların “sosyal sorumluluk sahibi” şirketleri ararken dikkate aldığı birçok kriteri içinde barındırmaktadır. ESG kriteri ile uyum içinde olmak şirketler için çok yönlü bir beyan niteliğindedir.

ESG KRİTERLERİ NELERDİR?

ESG kriterleri, üç temel başlıktan oluşmakta olup, şirketlerin sürdürülebilirlik performansı bu üç kriter üzerinden belirlenir. Sürdürülebilirlik kriterleri olarak da adlandırılan bu kriterler çevresel, sosyal ve yönetişim olmak üzere üç başlıktadır.

KURUMSAL SÜRDÜRÜLEBİLİRLİK RAPORLAMASI (CORPORATE SUSTAINABILITY REPORTING)

Sürdürülebilirlik raporlaması, ESG kriterlerini içinde barındıran, şirketlerin çevresel, sosyal ve yönetim kriterleri çerçevesindeki performansı hakkında şeffaf bir şekilde bilgi veren bir organizasyon raporudur. Sürdürülebilirlik raporları, raporlama dönemi esnasında şirketlerin sürdürülebilirlik ile ilgili taahhütleri, stratejisi ve yönetim yaklaşımı bağlamında ortaya çıkmış neticeleri ve sonuçları ortaya koymaktadır.

Avrupa Parlamentosu tarafından 10 Kasım 2022 tarihinde Kurumsal Sürdürülebilirlik Raporlaması Yönergesi (CSRD) kabul edilmiş olup, ilgili yönergede şirketlere toplumsal ve çevresel etkilerine ilişkin bilgileri düzenli olarak açıklama zorunluluğu getirilmiştir. CSRD şirketlere Kurumsal Sürdürülebilirlik Raporlaması yükümlülüğü getirmiş olup, ESG kriterlerini şirketler için temel bir norm haline getirmeyi hedeflemektedir.

YASAL ZORUNLULUK OLARAK ESG RAPORLAMASI

Her ne kadar dünyada ESG’ye ilişkin farklı regülasyonlar bulunsa da Türk şirketlerini yakından ilgilendiren üç adet yasal düzenleme bulunmaktadır:

Kurumsal Yönetim Tebliği: Ülkemizde de ESG Raporlamasını, sürdürülebilirlik konularını şirketlerin işleyişlerine entegre edebilmek amacıyla halka açık şirketlere yönelik olarak “uy veya açıkla prensibi” uygulanmaktadır. Sermaye Piyasası Kurulu tarafından 2 Ekim 2020’de yürürlüğe giren “Sürdürülebilirlik İlkeleri Uyum Çerçevesi” ve Kurumsal Yönetim Tebliği’nde yapılan değişiklik kapsamında halka açık şirketlerin “Uy veya Açıkla” prensibine uygun olarak faaliyet raporları kapsamında kamuya sürdürülebilirlik ilkelerine ne şekilde uydukları hakkında bilgi vermeleri ve bu ilkelere uymamaları halinde ise bu durumun gerekçelerini açıklamaları amaçlanmıştır. Uzun vadede ilkelere uymanın bir zorunluluk olacağı ve zamanla ilgili yükümlülüklerin halka kapalı şirketler için de getirilebileceği düşünülmektedir.

Alman Tedarik Zinciri Uyum Yasası: ESG Raporlamasının yasal bir zorunluluk olarak karşımıza çıktığı bir diğer yasa ise Alman Tedarik Zinciri Uyum Yasası (Lieferkettensorgfaltsgesetz)’dır. Buna göre, belirli büyüklükteki Alman şirketlerinin tedarik zincirinde var olan diğer ülke şirketleri, dünyanın hangi bölgesinde faaliyet gösteriyor olursa olsun Alman şirketlerine ürün ve hizmet tedariğinde bulunmaları sebebiyle çevresel, sosyal ve yönetimsel (ESG) konulardaki faaliyetlerine dikkat etme yükümlülüğü altındadırlar. İthalat yapan Alman şirketler, tedarik zincirindeki şirketlerin ESG kriterleri kapsamındaki sorumluluklarını üstlenmektedir. Bu sebeple belirli büyüklükteki Alman şirketler ticari ilişkilerinde tedarik şirketlerini seçerken veya mevcut tedarik şirketleri ile ilişkilerini devam ettirirken ESG kriterine önem göstermektedirler. Bu doğrultuda da belirli büyüklükteki Alman Şirketlerin tedarik zincirinde yer alan Türk Şirketler bu yasaya uyum sağlamak durumunda kalmaktadır.

Kurumsal Sürdürülebilirlik Raporlama Direktifi (CSRD): ESG kriterlerini içinde barındıran kurumsal sürdürülebilirlik raporlamasını şirketler için bir yükümlülük haline getiren CSRD, bu raporlama sistemi ile greenwashing (yeşil aklama) kavramının önüne geçmeyi hedeflemektedir.

CSRD direktifine Avrupa Birliği’nde faaliyet gösteren ve cirosu 150 milyon euronun üzerinde olan AB dışı şirketler de uymak zorunda olacaktır. CSRD ile sürdürülebilirlik gönüllülük esaslı değil, zorunlu bir hale gelecek olup, Avrupa Birliği içinde kurulu olsun veya olmasın şirketlerin sürdürülebilirliği uzun vadeli vizyonlarına ve stratejilerine entegre etmeleri beklenecektir.

SONUÇ

Şirketlerin şirket içi politikalarında sürdürülebilirlik kavramına önem vermesi, Kurumsal Sürdürülebilirlik Raporlamasını gerçekleştirmesi ve ESG Kriterlerine uyumlu hale gelmesi ticari pozisyonları açısından önem teşkil etmekle beraber, yasal düzenlemelerin git gide bu konuyu bir zorunluluk haline getirdiği gözetildiğinde, ESG Kriterlerine uyumun uzun vadede idari otoriteler ve yasal düzenlemeler karşısında da büyük önem taşıyacağı söylenebilecektir.

Pre-emption right, also known as the right of first refusal, is a contractual right that gives existing shareholders the first opportunity to buy additional shares in a company before they are offered to outside investors. This right is commonly used to prevent unknown shareholders from joining the company. By exercising their pre-emption right, existing shareholders can maintain control of the company and prevent dilution of their ownership. This can increase the value of the company and its shares in the long run, as shareholders’ ownership remains intact and the company’s financial position is strengthened.

Stipulating Pre-emption Rights in the Articles of Association

In order to prevent share transfers that can take place without being declared to the persons who will acquire the shares and without complying with the pre-emption right, shareholders include provisions regarding the pre-emption right in the company’s articles of association. While the shareholder agreement, which includes the pre-emption right, is a contract subject to the Turkish Code of Obligations, provisions regarding pre-emption rights included in the articles of association are not considered to have a corporate nature. In other words, the inclusion of a pre-emption right in the articles of association does not create the possibility of asserting these rights against third parties.

The source of this basic opinion is the absence of a regulation regarding pre-emption rights for joint-stock companies, despite a regulation regarding pre-emption rights for limited companies being included in the Turkish Commercial Code (“TCC“). Therefore, even if agreements creating pre-emption rights regarding share transfers among joint-stock company shareholders are included in the articles of association and announced, these rights cannot be asserted against third parties.

Approval of Share Transfers Made Without Compliance with Pre-emption Rights by the Board of Directors

According to Article 492 of the TCC, “The articles of association may provide that registered shares can only be transferred with the company’s approval.” In such a case, the company’s approval will be necessary for the transfer of shares.

In the partnership structure where the pre-emption right exists, there are question marks regarding whether share transfers made without complying with this right should be approved by the board of directors. In some cases, the board of directors rejects share transfers made without complying with the pre-emption right by citing a significant reason specified in the articles of association in accordance with Article 493/1/(a) of the TCC in order to protect the establishment of the right.

In its decision numbered 2020/604 E., 2020/1311, the Istanbul Regional Court of Justice, 12th Civil Division, stated that the board of directors could not refrain from approving the share transfer on the grounds that the pre-emption right specified in the articles of association was not complied with. Therefore, it is evident that a board of directors cannot reject a share transfer that violates the preemptive right specified in the articles of association.

Conclusion: The Importance of Stipulating Pre-emption Rights

When considering the requirement for approval by the board of directors and the fact that a share transfer without compliance with the preemptive right cannot be claimed against third parties, the preemptive rights agreed upon by the shareholders may be violated in practice. The only solution to this situation is a legal amendment, as in some cases, any compensation amount may not be sufficient to cover the long-term damages caused by the alienation of the company structure.

However, in any case, the penalty clauses linked to the violation of the preemptive right in the shareholders’ agreement can be claimed. It should be noted that even in share transfers where a detailed company due diligence is not carried out, the articles of association of the companies are examined. Therefore, it is partly beneficial to include provisions on the preemptive right in the articles of association, even if they cannot be claimed against third parties, in order to remind potential buyers of the existence of this right.

In conclusion, pre-emption rights can add value to your company by preventing unknown shareholders from joining and preserving the company structure. However, due to the limitations mentioned above, it is important to consider the legal implications and potential violations of these rights in practice.

Dünya yaş aldıkça ve bireysel önlemler yetmedikçe “sürdürülebilirlik” kavramı kolektif bir desteğe ihtiyaç duymaya başlamıştır. Böylece “sürdürülebilirlik” şirket içi uyum projeleri süreçlerinde son zamanlarda en çok karşılaşılan terimlerden biri haline geldi. Sürdürülebilirlik bilinci ile yola çıkan şirketler dışında bugün bu süreçlere uyum sağlayan şirket sayısı çok düşüktür. Ülkemizde sürdürülebilirlik ve devamındaki kavramların mevzuatımıza dahil olması ile şirketlere düşen yükümlülükler de artış göstermektedir. Sürdürülebilirlik kavramı içinde birçok farklı kavramı ve bunların getirmiş olduğu düzenlemeleri de içinde barındırması sebebiyle özellikle Avrupa Birliği içindeki ülkeler ile ticaret yapan şirketler için zorunlu bir kavram haline gelerek çeşitli sorumluluklar yüklemektedir.

“Şirketler için Sürdürülebilirlik” başlığı altındaki yazılarımızda şirketlerin en çok karşılaştığı sürdürülebilirlik kavramları, bu kavramların şirketler için gereklilikleri, şirketlerin ilgili bu kavramlara adaptasyon süreçleri ele alınacaktır.

KARBON AYAK İZİ NEDİR?

Karbon ayak izi gündelik hayattaki faaliyetlerimiz ve tüketimlerimizle atmosfere yayılan karbondioksit gazı dahil tüm sera gazlarının (CO2) ton eşdeğeri cinsinden miktarını ifade etmektedir. Daha basit bir ifade ile esasen insan faaliyetlerinin çevreye verdiği zararın ölçüsü olarak da tanımlanabilir.

KURUMSAL KARBON AYAK İZİ NEDİR?

Kurumsal karbon ayak izi, kurumların gerçekleştirdikleri faaliyetler sonucunda ortaya çıkan sera gazlarının karbondioksit eşdeğeri cinsinden ölçülüp ortaya konmasıdır. Kurumsal karbon ayak izi, kurumun bir önceki yıla ait faaliyetlerinden kaynaklanan emisyonlarının hesaplanmasıyla belirlenmektedir.

ŞİRKETLER İÇİN KARBON AYAK İZİ RAPORLAMASI NEDEN GEREKLİDİR?

Kurumsal Karbon Ayak İzinin hesaplanması ve rapora dökülmesi geçmişte şirketler için bir sosyal sorumluluk projesi veya bir pazarlama stratejisi olarak görülmekteydi. Ancak günümüzde kurumsal karbon ayak izi hesaplaması, Avrupa Yeşil Mutabakatı (EU Green Deal) kapsamında şirketler için yasal yükümlülük olarak zorunlu bir aksiyon haline gelmiştir. Şirketlerin Karbon Ayak İzi Raporlaması yapmasının gereklilikleri şu şekilde sıralanabilir:

1) YASAL ZORUNLULUK

Özellikle Avrupa Birliği’ndeki ülkeler ile ticari faaliyetlerde bulunan şirketlerin ve bu şirketlerin tedarikçisi olan şirketlerin Kurumsal Karbon Ayak İzi hesaplaması yapıp rapor elde etmesi zorunluluk teşkil etmektedir. Sınırda Karbon Düzenleme Mekanizması’na (CBAM- Carbon Border Adjustment Mechanism) göre, ihraç edilen ürün ile ortaya çıkan karbon için şirketler vergi zorunluluğuyla karşılaşacaktır. Sınırda Karbon Düzenleme Mekanizması kademeli olarak ticari hayatta uygulanacak olup, 1 Ekim 2023 tarihi itibariyle yürürlüğe girecektir. Bu sebeple Avrupa Birliği içindeki şirketler ile ticari faaliyette bulunan ya da ilgili şirketlerin tedarikçisi olan şirketlerin Karbon Ayak İzi Raporlaması için gerekli adımları atmaları gerekmektedir.

2) YATIRIMCI VE MÜŞTERİ TALEPLERİ

Küresel çapta sürdürülebilirlik kavramının ciddi bir yükselişte olması sebebiyle, sürdürülebilirlik ve sürdürülebilirlik ile ilgili gelen diğer kavramlara da önem veren şirketlerin değeri hızla artmaktadır. Birçok yatırımcı ve müşteri için bir şirketin çalışmalarını yeşil dönüşüme uygun olarak ilerletmesi, yeşil dönüşüme çeşitli katkılar sağlayarak kolektif bir sürdürülebilirlik çalışması yürütmesi o şirketin tercih edilmesi noktasında güçlü bir sebep olarak görülmektedir.

3) ŞİRKET VE MARKA DEĞERİ

Küresel iklim krizini durdurmak için şirketlerin hızlı harekete geçmesi ve kendi eylem planlarını oluşturması gerekmektedir. Şirketlerin karbon ayak izini hesaplatıp bunu raporlaştırması, iklim ve çevreye duyarlı bir duruş sergileyip sürdürülebilirlik hareketine katkı sağladıklarını göstermektedir. Sürdürülebilirlik noktasında yapılan bu eylemler marka imajını artırmaktadır. Dünya çapında önde gelen markalar, karbon ayak izi hesaplanmasını etkin bir pazarlama yöntemi olarak kullanmaktadır.

4) EMİSYON TİCARET SİSTEMİNE KATILIM

Ülkemizde de hazırlıkları yapılan Emisyon Ticaret Sistemi (“ETS”), sera gazı emisyonu fazla olan şirketin az olan şirketten karbon sertifikası satın alabilmesini sağlamaktadır. ETS, sistemde bulunan şirketler arasında karbon emisyonu ticareti yapılmasına olanak sağlayan bir sistemdir. Bu sistem sayesinde belirli bir zaman dilimi içerisinde atmosfere salınacak sera gazı miktarına ilişkin bir kesinlik sağlanmaktadır. Bununla birlikte belirlenen sınır değeri zaman içerisinde düşürülerek, karbon salınımının da günden güne azaltılması hedeflenmektedir. Türkiye’de yakın zamanda oluşturulacak olan bu sisteme katılmak için kurumsal karbon ayak izi raporunun var olması gerekmektedir. 

SONUÇ

Küresel çapta öneme sahip olan sürdürülebilirlik kavramı ile ilgili Karbon Ayak İzi kavramı Avrupa Birliği Yeşil Mutabakatı (EU Green Deal) için büyük önem taşımaktadır. Avrupa Birliği Yeşil Mutabakatı ile, Avrupa’da hızlı bir yeşil dönüşüm yaşanmaktayken, Avrupa Birliği ile yoğun ticari ilişkilere sahip olan Türkiye’de de yeşil dönüşüm hareketi başlamıştır. Türkiye, sürdürülebilir, doğal kaynak açısından etkin ve yeşil bir ekonomi benimseyerek 2053 yılı için karbon nötr bir ülke olmayı hedeflemektedir. Bu hedefe ulaşmak için, karbon ayak izinin hesaplanması, raporlanması ve karbon azaltım stratejilerinin belirlenmesi büyük önem teşkil etmektedir.