Brand Protection on Trendyol: Counterfeits, Unauthorised Sellers and Buybox

Trendyol is the largest marketplace in Türkiye, so it is usually where brand owners meet infringement first. But “brand abuse on Trendyol” is not one problem: four distinct situations call for four different remedies, and choosing the wrong channel means weeks without a result.

Four kinds of problem

• Counterfeits carrying your mark — the clearest case, handled through the platform’s IP notice channel.
• Unauthorised sellers offering genuine goods — a counterfeit claim will not work here; the analysis turns on exhaustion of rights and how the goods entered the Turkish market.
• Buybox and listing problems, where sellers added to your product page ship a different product — the complaints, returns and negative reviews accumulate on your page.
• Copying of your product images, descriptions and campaign material, which brings copyright alongside trademark law.

The statutory basis: a 48-hour clock

A platform notice is a statutory mechanism, not a courtesy. Under the amendments to E-Commerce Law No. 6563 in force since 1 January 2023, rights holders may complain directly to the intermediary, which must remove the listing within forty-eight hours of a compliant complaint and notify both the seller and the rights holder. The law recognises three channels: the platform’s internal system, a notary, or registered electronic mail.

The framework common to all marketplaces is set out in our marketplace enforcement article.

What the notice must contain

• A trademark registration valid in Türkiye — without it this channel is effectively closed.
• The listing URL, seller name and dated screenshots.
• An explanation of why it infringes, and your authorised-seller structure where the goods are genuine.
• A power of attorney where an attorney files on your behalf.

If you are the seller

The mechanism is open to misuse. If genuine goods you sell are taken down, you may object — showing invoices and the supply chain that brought the goods lawfully to the Turkish market. Unfounded notices can themselves give rise to damages claims for lost sales.

A team that knows the platform side from the inside

Marketplace disputes are resolved not only with trademark law but with an understanding of how the platform, its seller relationships and its internal processes actually work. bekmarked’s founding partner, Av. Dr. Enes Kağan Bek, spent close to five years in Trendyol’s legal department — which is exactly the background these files call for.

Facing a marketplace problem? Let us review the file with you.

General information only, not legal advice. Marketplace notice procedures are set by the platforms and change over time.