{"id":12593,"date":"2021-05-05T11:09:48","date_gmt":"2021-05-05T11:09:48","guid":{"rendered":"https:\/\/citil.av.tr\/?p=12593"},"modified":"2021-05-05T11:09:48","modified_gmt":"2021-05-05T11:09:48","slug":"rekabet-kurulunun-odule-aday-rekortmen-google-cezalari","status":"publish","type":"post","link":"https:\/\/citil.av.tr\/en\/rekabet-kurulunun-odule-aday-rekortmen-google-cezalari\/","title":{"rendered":"Rekabet Kurulu\u2019nun \u00d6d\u00fcle Aday Rekortmen Google Cezalar\u0131"},"content":{"rendered":"

\u00dclkemizde ve d\u00fcnyada baz\u0131 markalar vard\u0131r ki sekt\u00f6rde ilk olman\u0131n avantaj\u0131yla marka ile \u00fcr\u00fcn adeta \u00f6zde\u015fle\u015fmi\u015ftir. \u00d6rne\u011fin bir \u00e7ok ki\u015fi kakaolu f\u0131nd\u0131k kremas\u0131 yerine Nutella, margarin demek yerine Sana, PVC pencere yerine Pimapen ya da d\u00f6rt\u00e7eker yerine Jeep (jip) demeye al\u0131\u015fm\u0131\u015ft\u0131r. Halihaz\u0131r durumda ise hemen hemen bir\u00e7ok ki\u015fi \u201carama motoru\u201d tamlamas\u0131 yerine \u201cGoogle\u201d ismini kullanmay\u0131 tercih etmektedir. Hatta \u201cGooglelamak\u201d gibi trend bir tabir bile g\u00fcnl\u00fck hayat\u0131m\u0131za girmi\u015ftir. Ancak pek tabiidir ki internet ortam\u0131ndaki tek arama motoru Google de\u011fildir. \u00d6rne\u011fin \u201cBing\u201d ve \u201cYandex\u201d gibi ba\u015fkaca arama motorlar\u0131 da mevcuttur.\u00a0<\/span><\/p>\n

YANDEX\u2019\u0130N \u015e\u0130KAYETLER\u0130<\/b><\/h3>\n

4054 say\u0131l\u0131 Rekabetin Korunmas\u0131 Hakk\u0131nda Kanunu ile Rekabet Kurulu\u2019na verilen g\u00f6rev mal ve hizmet piyasalar\u0131ndaki rekabeti engelleyici, bozucu veya k\u0131s\u0131tlay\u0131c\u0131 anla\u015fma, karar ve uygulamalar\u0131 ve piyasaya h\u00e2kim olan te\u015febb\u00fcslerin bu h\u00e2kimiyetlerini k\u00f6t\u00fcye kullanmalar\u0131n\u0131 \u00f6nlemek, bunun i\u00e7in gerekli d\u00fczenleme ve denetlemeleri yaparak rekabetin korunmas\u0131n\u0131 sa\u011flamakt\u0131r. Rekabet Kurulu da Google hakk\u0131nda bu zamana de\u011fin Google taraf\u0131ndan \u00f6zellikle hakimiyetin k\u00f6t\u00fcye kullan\u0131lmas\u0131 y\u00f6n\u00fcnden bir\u00e7ok kez ceza verilmesine karar verilmi\u015ftir. S\u00f6z konusu cezalar\u0131n kesilmesinde ise Yandex ba\u015frol\u00fc oynuyor. \u00d6zellikle \u00dclkemizde faaliyet g\u00f6stermek isteyen ve T\u00fcrkiye\u2019yi pilot b\u00f6lge se\u00e7en Yandex, Google hakk\u0131nda \u015fikayet\u00e7i olmu\u015f ve Rekabet Kurulu da rekor cezalara h\u00fckmetmi\u015ftir.\u00a0<\/span><\/p>\n

Asl\u0131nda Yandex taraf\u0131ndan yap\u0131lan \u015fikayetlerin ge\u00e7mi\u015fi yeni de\u011fildir. Limited Liability Company Yandex (YANDEX) taraf\u0131ndan 10.07.2015 tarihinde Google \u015fikayet edilmi\u015f ve orijinal gelir payla\u015f\u0131m\u0131 s\u00f6zle\u015fmelerinde rakiplerin a\u00e7\u0131k\u00e7a d\u0131\u015fland\u0131\u011f\u0131 ifade edilerek, Google’\u0131n ilgili s\u00f6zle\u015fmelerde yer alan ve rekabete zarar veren s\u00f6z konusu \u015fartlar dolay\u0131s\u0131yla 4054 say\u0131l\u0131 Kanun\u2019un 6. maddesine ayk\u0131r\u0131 hareket etti\u011fi iddia edilmi\u015fse de Rekabet Kurulu soru\u015fturmaya yer olmad\u0131\u011f\u0131 karar\u0131 vermi\u015ftir.\u00a0<\/span><\/p>\n

REKABET KURULU CEZALARI\u00a0<\/span><\/b><\/h3>\n

Rekabet Kurulu her ne kadar 2015 y\u0131l\u0131nda aksi t\u00fcrl\u00fc bir karar vermi\u015fse de 2020 y\u0131l\u0131n gelindi\u011finde Google\u2019\u0131n sekt\u00f6rde net bir \u015fekilde hakim olmas\u0131 \u00fczerine \u201cGoogle Reklamc\u0131l\u0131k ve Pazarlama Ltd. \u015eti., Google International LLC, Google LLC, Google Ireland Limited ve Alphabet Inc.\u201d hakk\u0131nda B\u0130R soru\u015fturma yapm\u0131\u015f ve 14.2.2020 tarihinde Google\u2019\u0131n genel arama pazar\u0131ndaki h\u00e2kim durumunu k\u00f6t\u00fcye kullanarak \u00e7evrim i\u00e7i al\u0131\u015fveri\u015f hizmetleri pazar\u0131ndaki rakiplerinin faaliyetlerini zorla\u015ft\u0131rmak suretiyle 4054 say\u0131l\u0131 Kanun\u2019un 6. maddesini ihlal etti\u011fine karar vermi\u015ftir. S\u00f6z konusu kararla birlikte Google Reklamc\u0131l\u0131k ve Pazarlama Ltd. \u015eti., Google International LLC, Google LLC, Google Ireland Limited ve Alphabet Inc.\u2019e m\u00fcteselsilen 98.354.027,39 TL<\/b> ceza kesilmi\u015ftir.\u00a0<\/span><\/p>\n

Ancak Google ve grup \u015firketleri taraf\u0131ndan sekt\u00f6rel hakimiyetin getirmi\u015f oldu\u011fu ticari getiri Rekabet Kurulu\u2019nun rekor cezalar\u0131ndan daha \u00fcst\u00fcn \u00e7\u0131km\u0131\u015f olacak ki rekabetin sa\u011flanmas\u0131 ve Kurula rapor sunma zorunlulu\u011funa ra\u011fmen bahsi ge\u00e7en \u015firket haks\u0131z rekabet sa\u011flayacak faaliyetlerine devam etmi\u015f ve rakipleri taraf\u0131ndan \u015fikayet edilerek konu tekrar Rekabet Kurulu\u2019na ta\u015f\u0131nm\u0131\u015ft\u0131r. Bu kez Kurul daha da \u015fiddetli bir ceza \u00f6ng\u00f6rm\u00fc\u015ft\u00fcr. 12.11.2020 tarihinde Google hakk\u0131nda verilen karar \u00f6zetle \u015fu \u015fekildedir:<\/b><\/p>\n

Google Reklamc\u0131l\u0131k ve Pazarlama Ltd. \u015eti., Google International LLC, Google LLC, Google Ireland Limited ve Alphabet Inc.\u2019ten olu\u015fan ekonomik b\u00fct\u00fcnl\u00fc\u011f\u00fcn (Google) genel arama hizmetlerine y\u00f6nelik yapt\u0131\u011f\u0131 g\u00fcncellemelerle ve Adwords reklamlar\u0131 ile hakim durumunu k\u00f6t\u00fcye kullanarak te\u015febb\u00fcslerin faaliyetlerini zorla\u015ft\u0131rd\u0131\u011f\u0131 iddias\u0131na y\u00f6nelik olarak y\u00fcr\u00fct\u00fclen soru\u015fturma sonucunda, toplanan t\u00fcm delil, bilgi ve belgeler, d\u00fczenlenen Rapor, Ek G\u00f6r\u00fc\u015f, yaz\u0131l\u0131 savunmalar ve s\u00f6zl\u00fc savunma toplant\u0131s\u0131nda yap\u0131lan a\u00e7\u0131klamalar de\u011ferlendirilerek, 12.11.2020 tarihinde yap\u0131lan Rekabet Kurulu toplant\u0131s\u0131nda 20-49\/675-295 say\u0131 ile a\u015fa\u011f\u0131daki nihai karar al\u0131nm\u0131\u015ft\u0131r<\/i><\/p>\n

    \n
  • Google Reklamc\u0131l\u0131k ve Pazarlama Ltd. \u015eti., Google International LLC, Google LLC, Google Ireland Limited ve Alphabet Inc.\u2019e m\u00fcteselsilen <\/i>196.708.054,78 TL<\/i><\/b> idari para cezas\u0131 verilmesine OYB\u0130RL\u0130\u011e\u0130 ile,\u00a0<\/span><\/i><\/li>\n
  • \u0130hlali sonland\u0131rmak ve pazardaki etkin rekabetin tesis edilmesini temin etmek i\u00e7in Google\u2019a: a. Gerek\u00e7eli karar\u0131n tebli\u011finden itibaren 6 (alt\u0131) ayl\u0131k s\u00fcre i\u00e7erisinde yerine getirilmek ve Kurula tevsik edilmek \u00fczere; Google\u2019\u0131n metin reklamlar\u0131n\u0131 organik sonu\u00e7lar\u0131 d\u0131\u015flamayacak nitelik, \u00f6l\u00e7ek ve\/veya konumda sunmas\u0131,<\/i><\/li>\n
  • Google\u2019\u0131n kendisine tan\u0131nan s\u00fcrenin en ge\u00e7 bir ay \u00f6ncesinde haz\u0131rlad\u0131\u011f\u0131 uyum tedbirlerini Kurula sunmas\u0131,<\/i><\/li>\n
  • Google\u2019\u0131n ilk uyum tedbirinin uygulanmaya ba\u015flamas\u0131ndan itibaren 5 (be\u015f) y\u0131ll\u0131k s\u00fcre boyunca ve y\u0131lda bir periyodik olarak Kurula rapor sunmas\u0131.<\/i><\/li>\n<\/ul>\n

    S\u00f6z konusu karar hem rekor bir ceza i\u00e7erirken hem de ceza hukukundaki denetimli serbestlik h\u00fck\u00fcmlerine benzer h\u00fck\u00fcmleri haizdir. Buna g\u00f6re 6 ay i\u00e7inde etkin rekabeti tesis etmek, uyum tedbirlerini sunmak ve 5 y\u0131ll\u0131k s\u00fcre boyunca Kurula rapor sunmak gibi art\u00e7\u0131 tedbirler de bulunmaktad\u0131r. Google\u2019\u0131n sekt\u00f6rel hakimiyeti nedeniyle \u00f6zellikle reklam alan\u0131nda elde etti\u011fi y\u00fcksek gelirler d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde cezalara reaksiyon vermeden ticari kayg\u0131larla hareket etmesi akla gelen ilk se\u00e7enektir. Bu nedenle 5 y\u0131l boyunca verilecek 5 rapor \u015fimdiden merak konusudur.\u00a0<\/span><\/p>\n

    \u00d6D\u00dcLE ADAY CEZALAR<\/b><\/h3>\n

    Rekabet Kurulu\u2019nun 2020 y\u0131l\u0131nda Google\u2019a kar\u015f\u0131 y\u00fcr\u00fctt\u00fc\u011f\u00fc soru\u015fturmalarda ald\u0131\u011f\u0131 kararlar, Global Competition Review (GCR) yani \u201cK\u00fcresel Rekabet \u00d6d\u00fclleri\u201d taraf\u0131ndan k\u00fcresel \u00f6l\u00e7ekte \u201cY\u0131l\u0131n En iyi Rekabet Karar\u0131\u201d kategorisinde aday g\u00f6sterildi.<\/b> Kurul\u2019un alm\u0131\u015f oldu\u011fu kararlar d\u00fcnya genelinde 2020\u2019de bir rekabet otoritesi veya mahkeme taraf\u0131ndan yap\u0131lan en iyi uygulamalar aras\u0131nda yer almay\u0131 ba\u015fard\u0131. GCR Awards 2021\u2019de Rekabet Kurulu ile birlikte yar\u0131\u015fan di\u011fer aday kararlar \u015funlard\u0131r.\u00a0<\/span><\/p>\n

      \n
    • Almanya\u2019n\u0131n Facebook zaferi<\/li>\n
    • Fransa\u2019n\u0131n Google\u2019a uygulad\u0131\u011f\u0131 ge\u00e7ici tedbir kararlar\u0131<\/li>\n
    • ABD Adalet Bakanl\u0131\u011f\u0131\u2019n\u0131n (DOJ) Sandoz davas\u0131n\u0131 erteleme karar\u0131<\/li>\n
    • ABD Adalet Bakanl\u0131\u011f\u0131\u2019n\u0131n (DOJ) Christopher Lischewski hakk\u0131ndaki ald\u0131\u011f\u0131 karar<\/li>\n
    • Portekiz\u2019in g\u0131da perakendecileri hakk\u0131nda ald\u0131\u011f\u0131 karar.<\/li>\n<\/ul>\n

      CEZALAR CAYDIRICI MI?<\/b><\/h3>\n

      Bilindi\u011fi \u00fczere internet reklamlar\u0131 ve viral reklamlar g\u00fcn\u00fcm\u00fczde olduk\u00e7a ra\u011fbet g\u00f6rmektedir. Yaz\u0131l\u0131 ve g\u00f6rsel medyan\u0131n yerini h\u0131zl\u0131ca dijital medyaya b\u0131rakt\u0131\u011f\u0131 g\u00fcn\u00fcm\u00fczde internet \u00fczerinden verilen reklamlar hem daha az maliyetli hem de daha efektif olmaktad\u0131r. Bu nedenle internet reklamlar\u0131n\u0131n getirileri yerel ve k\u00fcresel \u00f6l\u00e7ekte milyarlarca USD\u2019a ula\u015fmaktad\u0131r. Hal b\u00f6yle olunca Rekabet Kurumu taraf\u0131ndan kesilen idari para cezalar\u0131 tabir-i caizse \u201cdevede kulak\u201d misali kalmaktad\u0131r. Bu y\u00fczden Google taraf\u0131ndan hakimiyet s\u00fcrekli olarak k\u00f6t\u00fcye kullan\u0131lmaktad\u0131r. Son tahlilde ise Rekabet Kurumu Google\u2019a \u015fu an de\u011fin en y\u00fcksek tutarl\u0131 idari para cezas\u0131n\u0131 08.04.2021 tarihinde vermi\u015ftir.<\/b> Google Reklamc\u0131l\u0131k ve Pazarlama Ltd. \u015eti., Google International LLC, Google LLC, Google Ireland Limited ve Alphabet Inc.\u2019ten olu\u015fan ekonomik b\u00fct\u00fcnl\u00fc\u011f\u00fcn (Google) genel arama hizmetleri pazar\u0131ndaki h\u00e2kim durumunu k\u00f6t\u00fcye kullanarak kendi yerel arama ve konaklama fiyat\u0131 kar\u015f\u0131la\u015ft\u0131rma hizmetlerini rakiplerini d\u0131\u015flayacak \u015fekilde \u00f6ne \u00e7\u0131kard\u0131\u011f\u0131 iddias\u0131na y\u00f6nelik olarak y\u00fcr\u00fct\u00fclen soru\u015fturma sonucunda; toplanan t\u00fcm delil, bilgi ve belgeler, d\u00fczenlenen rapor, yaz\u0131l\u0131 savunmalar ve s\u00f6zl\u00fc savunma toplant\u0131s\u0131nda yap\u0131lan a\u00e7\u0131klamalar de\u011ferlendirilerek 08.04.2021 tarihinde yap\u0131lan Rekabet Kurulu toplant\u0131s\u0131nda 21-20\/248-105 say\u0131 karar ile Google\u2019a 296.084.899,49 TL idari para cezas\u0131 verilmi\u015ftir.<\/b>\u00a0<\/span><\/p>\n

      GOOGLE \u0130\u015eB\u0130RL\u0130\u011e\u0130 \u0130\u00c7\u0130NDE \u00c7ALI\u015eMAK \u0130ST\u0130YOR<\/b><\/h3>\n

      Rekabet Kurulu\u2019nun bilinen en y\u00fcksek miktarl\u0131 ceza 480 milyon 217 bin 217 TL olup rakip \u00fcr\u00fcnlerin sat\u0131\u015f\u0131n\u0131 engelledi\u011fi gerek\u00e7esiyle Unilever Sanayi ve Ticaret T\u00fcrk A.\u015e.’ye kesilmi\u015ftir. Ancak Google\u2019a \u015fu ana de\u011fin verilen ceza miktar\u0131 600.000 TL\u2019ye yak\u0131n bir rakama ula\u015fm\u0131\u015ft\u0131r. Ancak Google taraf\u0131ndan yap\u0131lan \u015fu \u015fekilde bir a\u00e7\u0131klama yap\u0131lm\u0131\u015ft\u0131r:<\/b><\/p>\n

      “Seyahat veya yerel hizmetler \u00f6zelinde aramalar s\u00f6z konusu oldu\u011funda, kullan\u0131c\u0131lar\u0131n ba\u015fka bir web sayfas\u0131na verilen sadece bir linkten ziyade kendilerine yard\u0131mc\u0131 olacak bilgileri almak istedi\u011fi, yap\u0131lan testlerde de tutarl\u0131 \u015fekilde ortaya konuyor. Biz de, bu nedenle bilgi g\u00f6steriminin rezervasyon se\u00e7enekleri, haritalar, fiyatlar veya foto\u011fraflar\u0131 i\u00e7eren yeni yollar\u0131n\u0131 geli\u015ftirdik. Bu gibi ilgili sonu\u00e7lar\u0131n sunulmas\u0131, daha fazla se\u00e7enek ve rekabet yarat\u0131rken, bir yandan da web\u2019deki sitelere ve i\u015fletmelere her g\u00fcn milyarlarca \u00fccretsiz ziyaretin ger\u00e7ekle\u015fmesini m\u00fcmk\u00fcn k\u0131l\u0131yor. Karar\u0131 inceleyip her zamanki yap\u0131c\u0131 yakla\u015f\u0131m\u0131m\u0131z\u0131 s\u00fcrd\u00fcrerek Rekabet Kurumu ile \u00e7al\u0131\u015fmaya devam edece\u011fiz.”<\/i><\/p>\n

      Google hakk\u0131nda verilmi\u015f olan 3 karar da ilgili \u015firketin rekabeti bozucu eylemlerin i\u00e7erisinde oldu\u011funu a\u00e7\u0131k\u00e7a g\u00f6stermektedir. Ancak \u00fcst kurullar\u0131n sadece idari para cezas\u0131 vermesinin ne denli etkili ya da etkisiz oldu\u011fu tart\u0131\u015fmaya a\u00e7\u0131kt\u0131r. Rekabetin cezayla de\u011fil rakiplerin kalitesiyle sa\u011flanmas\u0131 gerekmekte oldu\u011fu g\u00f6z \u00f6n\u00fcne al\u0131nd\u0131\u011f\u0131nda hakim \u015firketin rekabeti bozucu eylemlerine devam edece\u011fi halihaz\u0131rdaki durumda y\u00fcksek bir ihtimal ta\u015f\u0131maktad\u0131r. \u00d6n\u00fcm\u00fczdeki g\u00fcnlerde ise Google\u2019\u0131n ortak bir \u00e7al\u0131\u015fma i\u00e7inde olup olmayaca\u011f\u0131 izlenmeye devam edilerek bir\u00e7ok sorunun cevab\u0131 ortaya \u00e7\u0131kacakt\u0131r. Vittoria Alfieri \u2018nin de dedi\u011fi gibi<\/b> \u201cE\u011fer m\u00fccadele ederseniz rekabet sizi \u0131s\u0131rabilir ama hi\u00e7bir \u015fey yapmazsan\u0131z o sizi yutar.\u201d<\/i><\/b>Rekabet her ne kadar piyasada olu\u015fsa da Rekabet Kurulu\u2019nun yegane g\u00f6revi hakim rakibinin di\u011fer rakipleri yutmas\u0131n\u0131 \u00f6nlemektir.\u00a0<\/span><\/b><\/p>","protected":false},"excerpt":{"rendered":"

      \u00dclkemizde ve d\u00fcnyada baz\u0131 markalar vard\u0131r ki sekt\u00f6rde ilk olman\u0131n avantaj\u0131yla marka ile \u00fcr\u00fcn adeta \u00f6zde\u015fle\u015fmi\u015ftir. \u00d6rne\u011fin bir \u00e7ok ki\u015fi kakaolu f\u0131nd\u0131k kremas\u0131 yerine Nutella, margarin demek yerine Sana, PVC pencere yerine Pimapen ya da d\u00f6rt\u00e7eker yerine Jeep (jip) demeye al\u0131\u015fm\u0131\u015ft\u0131r. Halihaz\u0131r durumda ise hemen hemen bir\u00e7ok ki\u015fi \u201carama motoru\u201d tamlamas\u0131 yerine \u201cGoogle\u201d ismini kullanmay\u0131…<\/p>","protected":false},"author":1,"featured_media":12594,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[95],"tags":[],"yoast_head":"\nRekabet Kurulu\u2019nun \u00d6d\u00fcle Aday Rekortmen Google Cezalar\u0131 - \u00c7itil Avukatl\u0131k Ortakl\u0131\u011f\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/citil.av.tr\/en\/rekabet-kurulunun-odule-aday-rekortmen-google-cezalari\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rekabet Kurulu\u2019nun \u00d6d\u00fcle Aday Rekortmen Google Cezalar\u0131 - \u00c7itil Avukatl\u0131k Ortakl\u0131\u011f\u0131\" \/>\n<meta property=\"og:description\" content=\"\u00dclkemizde ve d\u00fcnyada baz\u0131 markalar vard\u0131r ki sekt\u00f6rde ilk olman\u0131n avantaj\u0131yla marka ile \u00fcr\u00fcn adeta \u00f6zde\u015fle\u015fmi\u015ftir. \u00d6rne\u011fin bir \u00e7ok ki\u015fi kakaolu f\u0131nd\u0131k kremas\u0131 yerine Nutella, margarin demek yerine Sana, PVC pencere yerine Pimapen ya da d\u00f6rt\u00e7eker yerine Jeep (jip) demeye al\u0131\u015fm\u0131\u015ft\u0131r. 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