Publication: Seçici dağıtım sistemi bağlamında online satış sınırlamaları
Abstract
Seçici dağıtım sistemin kullanılmasının temel amacı yüksek kaliteli veya lüks ürünlere ilişkin olarak marka imajının ve ürünün değerinin korunmasıdır. Gerek AB Hukukunda gerekse Türk Hukukunda seçici dağıtım sisteminin özellikleri, hangi sınırlamaların ağır sınırlama sayılacağı ve hangi sınırlamalara muafiyet verileceği düzenlenmiştir. İnternet, yakın tarihlerde mal ve hizmetlerin dağıtılma şeklini önemli ölçüde değiştirmiştir. İnternetin gelişimiyle yaygınlaşan elektronik ticaret, işletmelerin mallarını daha geniş bir tüketici yelpazesine tanıtmasını ve satmasını mümkün kılmıştır. Özellikle online satış platformları, yoğun marka içi ve markalar arası rekabet ve artan fiyat şeffaflığı sunan önemli satış kanalları haline gelmişlerdir. Buna karşın, online satışlar nedeniyle marka imajının azalacağı ve ürünlerin değerinin düşeceğini düşünen sağlayıcılar online satışları kısıtlama yoluna gideceklerdir. Gelinen noktada online satışların tamamen sınırlandırılmasının ölçüsüz olacağı ifade edilmiştir. Getirilebilecek kriterler açısından ana prensip eşdeğerliktir. Aracı konumundaki online satış platformları üzerinden yapılacak satışların ise sınırlandırılmasına daha toleranslı yaklaşılmaktadır. Bu kapsamda mevcut çalışmanın konusunu, seçici dağıtım sistemi ve online satış sınırlamalarının, AB ve Türk Hukuku çerçevesinde incelenmesi oluşturmaktadır.
The main purpose of using selective distribution system is to protect the brand image and the value of the product about high quality or luxury products.. Both EU Law and Turkish Law regulate the characteristics of the selective distribution system, which restrictions will be considered severe restrictions and which restrictions will be exempted. The internet has significantly changed the way goods and services are distributed in recent years. Electronic commerce, which has become widespread with the development of the Internet, has made it possible for businesses to promote and sell their goods to a wider range of consumers. In particular, online sales platforms have become important sales channels that offer intense intra-brand and inter-brand competition and increased price transparency. On the other hand, suppliers using the selective distribution system will restrict online sales with the thought that their brand image will decrease and the value of their products will decrease due to online sales. It was stated that it would be disproportionate to completely limit online sales at this point. The main principle in terms of these criteria that can be brought is equivalence. A more tolerant approach is to limit the sales to be made through online sales platforms, which are intermediary. In this context, the subject of the present study is to examine the selective distribution system and online sales restrictions in detail within the framework of EU and Turkish Law.
The main purpose of using selective distribution system is to protect the brand image and the value of the product about high quality or luxury products.. Both EU Law and Turkish Law regulate the characteristics of the selective distribution system, which restrictions will be considered severe restrictions and which restrictions will be exempted. The internet has significantly changed the way goods and services are distributed in recent years. Electronic commerce, which has become widespread with the development of the Internet, has made it possible for businesses to promote and sell their goods to a wider range of consumers. In particular, online sales platforms have become important sales channels that offer intense intra-brand and inter-brand competition and increased price transparency. On the other hand, suppliers using the selective distribution system will restrict online sales with the thought that their brand image will decrease and the value of their products will decrease due to online sales. It was stated that it would be disproportionate to completely limit online sales at this point. The main principle in terms of these criteria that can be brought is equivalence. A more tolerant approach is to limit the sales to be made through online sales platforms, which are intermediary. In this context, the subject of the present study is to examine the selective distribution system and online sales restrictions in detail within the framework of EU and Turkish Law.