Turkey's Competition Board opens investigation into Google advertising and billing practices
Advertisers and ad agencies face immediate audits of online-ad billing
Change
Turkey's Competition Board opened a probe into Alphabet Inc and related Google companies to determine whether their billing and commercial practices for online advertising to advertisers and advertising agency clients violate Turkish law.
Why it matters
Invoicing models and pass‑through charges for online advertising are now at risk of being judged unlawful under Turkish competition rules. Firms that cannot substantiate billed fees may face regulatory remedies that require invoice adjustments or other enforcement measures.
Implications
- — In-house marketing procurement teams at companies buying digital ads in Turkey — must immediately archive and preserve all Google campaign invoices and billing records — failure to preserve records will hinder their ability to dispute or recover contested charges in any enforcement or remedial proceedings.
- — Advertising agency billing and account teams handling Google invoices for Turkish clients — must document and justify all pass‑through charges and agency mark‑ups now — absent documented justification clients face higher risk of forced invoice corrections or client liability if violations are found.
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