{"id":3102,"date":"2018-04-01T09:00:07","date_gmt":"2018-04-01T06:00:07","guid":{"rendered":"http:\/\/guzel.av.tr\/?p=3102"},"modified":"2020-11-19T19:46:59","modified_gmt":"2020-11-19T16:46:59","slug":"dikey-anlasmalara-iliskin-kilavuz-guncellendi","status":"publish","type":"post","link":"https:\/\/guzel.av.tr\/tr\/dikey-anlasmalara-iliskin-kilavuz-guncellendi\/","title":{"rendered":"D\u0130KEY ANLA\u015eMALARA \u0130L\u0130\u015eK\u0130N KILAVUZ G\u00dcNCELLEND\u0130"},"content":{"rendered":"<p><strong>1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>G\u0130R\u0130\u015e VE TANIMLAR<\/strong><\/p>\n<p>Dikey Anla\u015fmalara \u0130li\u015fkin K\u0131lavuz\u2019da (\u201c<strong>K\u0131lavuz<\/strong>\u201d) yap\u0131lan de\u011fi\u015fikliklere ili\u015fkin olarak haz\u0131rlanan bu bilgi notunda, \u00f6ncelikle rekabet hukukuna ili\u015fkin baz\u0131 terimleri k\u0131saca a\u00e7\u0131klamakta fayda g\u00f6r\u00fcyoruz.<\/p>\n<ul>\n<li><strong>Dikey Anla\u015fma<\/strong>: Dikey anla\u015fma, \u00fcretim veya da\u011f\u0131t\u0131m zincirinin farkl\u0131 seviyelerinde faaliyet g\u00f6steren iki ya da daha fazla te\u015febb\u00fcs aras\u0131nda belirli mal veya hizmetlerin al\u0131m\u0131, sat\u0131m\u0131 veya yeniden sat\u0131m\u0131 amac\u0131yla yap\u0131lan anla\u015fmalard\u0131r. Bu ba\u011flamda herhangi bir \u00fcreticinin veya yeniden sat\u0131c\u0131n\u0131n, sat\u0131\u015f\u0131n\u0131 yapt\u0131\u011f\u0131 \u00fcr\u00fcn sa\u011flad\u0131\u011f\u0131 tedarik\u00e7ilerle yapt\u0131\u011f\u0131 anla\u015fmalar dikey anla\u015fma kapsam\u0131na girmektedir. Rekabet Kanunu\u2019nun 4. Maddesi, dikey anla\u015fmalar yoluyla rekabetin engellenmesini, bozulmas\u0131n\u0131 veya k\u0131s\u0131tlanmas\u0131n\u0131 yasaklamaktad\u0131r.<\/li>\n<li><strong>Dikey Anla\u015fmalara \u0130li\u015fkin Grup Muafiyeti: <\/strong>Her ne kadar Rekabet Kanunu dikey anla\u015fmalar ile rekabetin engellenmesini, bozulmas\u0131n\u0131 veya k\u0131s\u0131tlanmas\u0131n\u0131 yasaklasa da, Rekabet Kurulu\u2019nun \u00e7\u0131kartaca\u011f\u0131 tebli\u011fler ile baz\u0131 durumlar\u0131n bu yasaktan muaf tutulabilece\u011fini de \u00f6ng\u00f6rm\u00fc\u015ft\u00fcr. Dikey Anla\u015fmalara \u0130li\u015fkin Grup Muafiyeti Tebli\u011fi (\u201c<strong>Tebli\u011f<\/strong>\u201d) ile de, dikey anla\u015fmalarda yer alan hangi h\u00fck\u00fcmlerin rekabeti ihlal etmi\u015f say\u0131lmayaca\u011f\u0131 h\u00fckme ba\u011flanm\u0131\u015ft\u0131r.<\/li>\n<\/ul>\n<ul>\n<li><strong>Dikey Anla\u015fmalara \u0130li\u015fkin K\u0131lavuz:<\/strong> S\u00f6z konusu K\u0131lavuz, Tebli\u011f\u2019de yer alan h\u00fck\u00fcmlerin a\u00e7\u0131klanmas\u0131n\u0131 ve Rekabet Kurulu\u2019nun bu h\u00fck\u00fcmleri hangi y\u00f6nde yorumlad\u0131\u011f\u0131n\u0131 g\u00f6stermek \u00fczere Rekabet Kurulu taraf\u0131ndan haz\u0131rlanm\u0131\u015ft\u0131r.<\/li>\n<\/ul>\n<ul>\n<li><strong>Aktif Sat\u0131\u015f\/Pasif Sat\u0131\u015f:<\/strong> Aktif sat\u0131\u015flar, belirli veya grup m\u00fc\u015fterileri hedef alarak ger\u00e7ekle\u015ftirilen ve m\u00fc\u015fteriye fiziki sat\u0131\u015f noktas\u0131 a\u00e7mak veya posta g\u00f6ndermek gibi yollarla do\u011frudan ula\u015f\u0131larak yap\u0131lan sat\u0131\u015flard\u0131r. Aktif sat\u0131\u015flarda hedef kitleyi etkilemek amac\u0131yla do\u011frudan ba\u011flant\u0131 kurulmaktad\u0131r.<\/li>\n<\/ul>\n<p>Pasif sat\u0131\u015flar ise, m\u00fc\u015fterilerden gelen ve sat\u0131c\u0131n\u0131n aktif \u00e7abalar\u0131 neticesi olmayan talepleri kar\u015f\u0131lamak anlam\u0131na gelmektedir. <em><u>\u0130nternet \u00fczerinden yap\u0131lan sat\u0131\u015flar da, pasif sat\u0131\u015f olarak de\u011ferlendirilmektedir ve mal\u0131n teslimat\u0131n\u0131n m\u00fc\u015fterinin adresine g\u00f6t\u00fcr\u00fclerek yap\u0131lmas\u0131, sat\u0131\u015f\u0131n pasif sat\u0131\u015f niteli\u011fini de\u011fi\u015ftirmez.<\/u><\/em><\/p>\n<ul>\n<li><strong>En \u00c7ok Kay\u0131r\u0131lan M\u00fc\u015fteri Ko\u015fulu: <\/strong>Bir m\u00fc\u015fteriye sa\u011flanan olumlu al\u0131m\/sat\u0131m ko\u015fullar\u0131n\u0131n, s\u00f6zle\u015fmesinde en \u00e7ok kay\u0131r\u0131lan m\u00fc\u015fteri ko\u015fulu olan m\u00fc\u015fterilere de yans\u0131t\u0131lmas\u0131 kural\u0131d\u0131r.<\/li>\n<\/ul>\n<p><a name=\"_Toc510317044\"><\/a><strong>2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>KILAVUZUN ESK\u0130 VERS\u0130YONU<\/strong><\/p>\n<p>Rekabet Kanunu ile yasaklanan, dikey anla\u015fmalara rekabeti etkileyecek maddelerin eklenmesi hususu, 2002 y\u0131l\u0131nda y\u00fcr\u00fcrl\u00fc\u011fe giren Tebli\u011f ile birlikte hafifletilmi\u015ftir.<\/p>\n<p>S\u00f6z konusu Tebli\u011f, tedarik\u00e7ilerin dikey anla\u015fma konusu mal veya hizmetleri sa\u011flad\u0131\u011f\u0131 pazardaki, pazar pay\u0131n\u0131n %40\u2019\u0131ndan fazlas\u0131na sahip olmad\u0131klar\u0131 durumlarda, dikey anla\u015fmalara baz\u0131 rekabeti s\u0131n\u0131rlay\u0131c\u0131 h\u00fck\u00fcmlerin konulmas\u0131n\u0131n rekabet hukuku mevzuat\u0131na ayk\u0131r\u0131l\u0131k te\u015fkil etmeyece\u011fini kabul etmektedir. Bununla birlikte, baz\u0131 durumlarda sadece tedarik\u00e7inin pazar pay\u0131 de\u011fil ayn\u0131 zamanda tedarik\u00e7inin mal veya hizmet sa\u011flad\u0131\u011f\u0131 al\u0131c\u0131n\u0131n pazar pay\u0131 da \u00f6nem arz etmektedir. \u00d6rne\u011fin, tek al\u0131c\u0131ya \u00fcr\u00fcn sa\u011flama y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fc i\u00e7eren dikey anla\u015fmalar\u0131n muafiyet kapsam\u0131na girebilmesi i\u00e7in, al\u0131c\u0131n\u0131n pazar pay\u0131n\u0131n da ilgili pazar\u0131n %40\u2019\u0131ndan az\u0131n\u0131 olu\u015fturmas\u0131 gerekmektedir.<\/p>\n<p>Yukar\u0131da bahsetti\u011fimiz muafiyeti getiren Tebli\u011f, ayn\u0131 zamanda hangi durumlar\u0131n muafiyet kapsam\u0131na girmeyece\u011fini de d\u00fczenlemi\u015ftir. Ayr\u0131ca, Rekabet Kurumu\u2019nca yay\u0131mlanan K\u0131lavuzla da muafiyet kapsam\u0131na girmeyen, dikey anla\u015fmalarda yer alamayacak h\u00fck\u00fcmler ayr\u0131nt\u0131lar\u0131yla d\u00fczenlenmi\u015ftir. Bir ba\u015fka deyi\u015fle K\u0131lavuz, y\u00fcr\u00fcrl\u00fckte olan Tebli\u011f\u2019in nas\u0131l uygulanaca\u011f\u0131n\u0131 veya yorumlanaca\u011f\u0131n\u0131 a\u00e7\u0131klamaktad\u0131r.<\/p>\n<p>Bu kapsamda hem Tebli\u011f\u2019de, hem de K\u0131lavuz\u2019da yer ald\u0131\u011f\u0131 \u00fczere dikey anla\u015fmalarla belirli bir b\u00f6lgede pasif sat\u0131\u015f\u0131n yasaklanmas\u0131, dikey anla\u015fmalara ili\u015fkin muafiyetin kapsam\u0131 d\u0131\u015f\u0131ndad\u0131r. Yani, tedarik\u00e7i, mal veya hizmet sa\u011flad\u0131\u011f\u0131 al\u0131c\u0131n\u0131n, kendine ayr\u0131lan b\u00f6lge haricinde ba\u015fka b\u00f6lgelerde aktif sat\u0131\u015f yapmas\u0131n\u0131 engelleyebilirken, pasif sat\u0131\u015f yapmas\u0131n\u0131 engelleyemez. \u00d6rnek vermek gerekirse, X firmas\u0131, Marmara B\u00f6lgesi\u2019nde Y\u2019yi, Ege B\u00f6lgesi\u2019nde Z\u2019yi kendi \u00fcr\u00fcnlerini satmas\u0131 noktas\u0131nda tek sat\u0131c\u0131 olarak se\u00e7ebilir ve birbirlerinin b\u00f6lgelerinde aktif olarak (ma\u011faza kurma, do\u011frudan pazarlama yapma vb.) sat\u0131\u015f\u0131 engelleyebilir. Ancak, aktif sat\u0131\u015f faaliyetinde bulunmamas\u0131na ra\u011fmen Y\u2019ye \u0130zmir\u2019den bir sipari\u015f geldi\u011fi takdirde Y\u2019nin bu sipari\u015f \u00fczerine sat\u0131\u015f yapmas\u0131n\u0131 engelleyemez.<\/p>\n<p>Rekabet Kurulu bu ba\u011flamda internet sat\u0131\u015flar\u0131n\u0131 da pasif sat\u0131\u015f olarak nitelendirmekte ve internet sat\u0131\u015flar\u0131n\u0131n dikey anla\u015fmalar ile s\u0131n\u0131rland\u0131r\u0131lamayaca\u011f\u0131na ili\u015fkin kararlar vermekteydi. Ancak, Dikey Anla\u015fmalara \u0130li\u015fkin K\u0131lavuz\u2019un 30 Mart \u00f6ncesindeki versiyonu da d\u00e2hil olmak \u00fczere bu konuda herhangi bir a\u00e7\u0131k d\u00fczenleme bulunmamaktayd\u0131. K\u0131lavuz\u2019da yap\u0131lan de\u011fi\u015fikliklerle bu hususta yeni h\u00fck\u00fcmler eklenmek suretiyle, Kurul kararlar\u0131 ile belirlenen ilkeler somutla\u015ft\u0131r\u0131lm\u0131\u015ft\u0131r.<\/p>\n<p><a name=\"_Toc510317045\"><\/a><strong>3.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>KILAVUZUN 30 MART TAR\u0130HL\u0130 YEN\u0130 VERS\u0130YONU<\/strong><\/p>\n<p>Haziran 2016 tarihi itibariyle Tebli\u011f ve K\u0131lavuz \u00fczerine \u00e7al\u0131\u015fma y\u00fcr\u00fcten Rekabet Kurulu, Tebli\u011f\u2019de herhangi bir de\u011fi\u015fiklik yapma gere\u011fi g\u00f6rmese de, K\u0131lavuz\u2019da ufak de\u011fi\u015fiklikler ve baz\u0131 eklemeler yaparak \u00f6ncelikle Dikey Anla\u015fmalara \u0130li\u015fkin K\u0131lavuz Tasla\u011f\u0131\u2019n\u0131 (\u201c<strong>Taslak<\/strong>\u201d) yay\u0131mlam\u0131\u015f ve kamuoyu g\u00f6r\u00fc\u015f\u00fcne a\u00e7m\u0131\u015ft\u0131r. Sonras\u0131nda ise kamuoyundan gelen g\u00f6r\u00fc\u015flerle birlikte Taslak metinde yer alan yeni d\u00fczenlemelerin acenteli\u011fe ili\u015fkin olanlar\u0131n\u0131 metinden \u00e7\u0131kart\u0131larak ve internet sat\u0131\u015flar\u0131na ile en \u00e7ok kay\u0131r\u0131lan m\u00fc\u015fteri ko\u015fuluna ili\u015fkin de\u011fi\u015fiklikler korunarak Yeni Dikey Anla\u015fmalara \u0130li\u015fkin K\u0131lavuz (\u201c<strong>Yeni K\u0131lavuz<\/strong>\u201d) 30 Mart tarihinde yay\u0131mlanm\u0131\u015ft\u0131r.<\/p>\n<p><a name=\"_Toc510317046\"><\/a><strong>I.\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>\u0130NTERNET SATI\u015eLARINA DA\u0130R DE\u011e\u0130\u015e\u0130KL\u0130KLER<\/strong><\/p>\n<p>Yeni K\u0131lavuz\u2019da yer alan eklemelerin bir k\u0131sm\u0131 internet sat\u0131\u015flar\u0131na getirilen k\u0131s\u0131tlamalara ili\u015fkindir. Bu ba\u011flamda zaten Rekabet Kurulu kararlar\u0131 ile muafiyet kapsam\u0131 i\u00e7inde yer ald\u0131\u011f\u0131 kabul edilen internet sat\u0131\u015flar\u0131na, Yeni K\u0131lavuz\u2019da yer verilmi\u015f ve internet sat\u0131\u015flar\u0131, daha somut bir \u015fekilde dikey anla\u015fmalara ili\u015fkin muafiyet kapsam\u0131nda tutulmu\u015ftur. Yeni K\u0131lavuz\u2019da \u00f6ng\u00f6r\u00fclen de\u011fi\u015fikliklerle birlikte rekabet mevzuat\u0131 bak\u0131m\u0131ndan esasl\u0131 de\u011fi\u015fiklikler yap\u0131lmam\u0131\u015f, sadece internet yoluyla sat\u0131\u015f\u0131n k\u0131s\u0131tlanamamas\u0131 hususu daha net bi\u00e7imde ifade edilmi\u015ftir. Yeni K\u0131lavuz\u2019da \u00f6ng\u00f6r\u00fclen ve dikey anla\u015fmalarda yer almas\u0131 rekabet ihlaline neden olu\u015fturacak durumlar \u015funlard\u0131r:<\/p>\n<ul>\n<li><em>Bir (m\u00fcnhas\u0131r) da\u011f\u0131t\u0131c\u0131n\u0131n ba\u015fka bir da\u011f\u0131t\u0131c\u0131n\u0131n (m\u00fcnhas\u0131r) b\u00f6lgesinde bulunan m\u00fc\u015fterilere, kendi web sitesine eri\u015fimlerini k\u0131s\u0131tlamas\u0131 veya bu m\u00fc\u015fterilerin, \u00fcreticinin veya di\u011fer (m\u00fcnhas\u0131r) da\u011f\u0131t\u0131c\u0131n\u0131n sitesine y\u00f6nlendirilmesi,<\/em><\/li>\n<li><em>(m\u00fcnhas\u0131r) Da\u011f\u0131t\u0131c\u0131n\u0131n, m\u00fc\u015fterinin kredi kart\u0131 adres bilgisinden, adresin da\u011f\u0131t\u0131c\u0131n\u0131n (m\u00fcnhas\u0131r) b\u00f6lgesinde olmad\u0131\u011f\u0131n\u0131 fark etmesi durumunda i\u015flemi sonland\u0131rmas\u0131,<\/em><\/li>\n<li><em>\u0130nternet kanal\u0131yla yap\u0131lan sat\u0131\u015flar\u0131n toplam sat\u0131\u015flara oran\u0131na ili\u015fkin k\u0131s\u0131tlama getirilmesi, <\/em><\/li>\n<li><em>Da\u011f\u0131t\u0131c\u0131n\u0131n internet \u00fczerinden tekrar sat\u0131\u015fa sunaca\u011f\u0131 \u00fcr\u00fcnler i\u00e7in fiziki sat\u0131\u015f noktalar\u0131nda arz edilecek \u00fcr\u00fcnlere k\u0131yasla daha y\u00fcksek fiyat \u00f6demesinin kararla\u015ft\u0131r\u0131lmas\u0131,<\/em><\/li>\n<\/ul>\n<p>Yeni K\u0131lavuz uyar\u0131nca, yukar\u0131da yer verdi\u011fimiz h\u00fck\u00fcmlerin dikey anla\u015fmalarda yer almas\u0131 yasaklanm\u0131\u015ft\u0131r. Di\u011fer yandan Yeni K\u0131lavuz\u2019da, herhangi bir talep olmaks\u0131z\u0131n ba\u015fka bir al\u0131c\u0131n\u0131n m\u00fcnhas\u0131r b\u00f6lgesindeki veya m\u00fc\u015fteri grubundaki m\u00fc\u015fterilere elektronik posta g\u00f6nderilmesinin, aktif sat\u0131\u015f y\u00f6ntemi olarak de\u011ferlendirilece\u011fi ve katalog g\u00f6ndermenin de bu kapsama d\u00e2hil olaca\u011f\u0131na a\u00e7\u0131k\u00e7a yer verilmi\u015ftir. Di\u011fer bir anlat\u0131mla, ba\u015fka m\u00fcnhas\u0131r b\u00f6lgedeki m\u00fc\u015fterilere, talepleri olmaks\u0131z\u0131n e-posta veya katalog g\u00f6nderilmesinin dikey anla\u015fmalar yoluyla engellenmesi m\u00fcmk\u00fcnd\u00fcr ve bu durum rekabet ihlali olarak de\u011ferlendirilmemektedir.<\/p>\n<p>Yeni K\u0131lavuz\u2019da, pasif sat\u0131\u015flar\u0131n k\u0131s\u0131tlanmas\u0131 hususunda, istisnai olarak ne t\u00fcr h\u00fck\u00fcmlerin muafiyet kapsam\u0131nda de\u011ferlendirilebilece\u011fine de yer verilmi\u015ftir.<\/p>\n<ul>\n<li>Tedarik\u00e7ilerin, \u00fcr\u00fcnlerinin sat\u0131\u015fa sunuldu\u011fu web sitesine ili\u015fkin kalite ko\u015fullar\u0131 getirebilece\u011fi gibi, internetten al\u0131\u015fveri\u015f yapan t\u00fcketicilere belli hizmetlerin sunulmas\u0131n\u0131 \u015fart ko\u015fabilir.( \u00d6rne\u011fin tedarik\u00e7i daha g\u00fcvenli oldu\u011fundan bahisle, al\u0131c\u0131lar\u0131na sadece 3D Secure Online Sat\u0131\u015f yapmalar\u0131 ko\u015fuluyla mal tedarik edece\u011fini muafiyet kapsam\u0131nda belirtebilir.)<\/li>\n<li>Tedarik\u00e7i al\u0131c\u0131lar\u0131na, fiziki sat\u0131\u015f noktas\u0131na sahip olma y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fc getirilebilir.<\/li>\n<li>Tedarik\u00e7i, al\u0131c\u0131n\u0131n belirli standart ve ko\u015fullar\u0131 kar\u015f\u0131layan sat\u0131\u015f platformlar\u0131 \u00fczerinden sat\u0131\u015f yapmas\u0131n\u0131 isteyebilir.<\/li>\n<\/ul>\n<p>Ancak yukar\u0131daki ko\u015fullar\u0131n amac\u0131 do\u011frudan veya dolayl\u0131 olarak internet sat\u0131\u015flar\u0131n\u0131 engellemek olmamal\u0131d\u0131r. Aksi halde, \u00f6rnek mahiyetindeki s\u00f6z konusu s\u0131n\u0131rlamalar, muafiyet kapsam\u0131 d\u0131\u015f\u0131nda kabul edilecek ve bu durum rekabeti ihlal olarak de\u011ferlendirilebilecektir.<\/p>\n<p>Yeni K\u0131lavuz\u2019da internet sat\u0131\u015flar\u0131na ili\u015fkin \u00f6rnek durumlar incelenmek suretiyle belirli s\u0131n\u0131rlar olu\u015fturulmaya \u00e7al\u0131\u015f\u0131lm\u0131\u015f ve bu hususta verilecek kararlar\u0131n hangi ilkelere ba\u011fl\u0131 olarak verilece\u011fi ifade edilmi\u015ftir. Yeni K\u0131lavuz\u2019da yer alan internet sat\u0131\u015flar\u0131na ili\u015fkin yeni d\u00fczenlemeleri \u00f6zetlemek gerekirse, Rekabet Kurulu\u2019nun t\u00fcketici yarar\u0131n\u0131 \u00f6n planda tutarak internet sat\u0131\u015flar\u0131n\u0131 m\u00fcmk\u00fcn oldu\u011funca serbestle\u015ftirmeye \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 s\u00f6ylememiz m\u00fcmk\u00fcnd\u00fcr. Bu bak\u0131mdan, Yeni K\u0131lavuz\u2019la birlikte tedarik\u00e7i ve al\u0131c\u0131lar aras\u0131nda imzalanacak dikey anla\u015fmalarla getirilecek internet sat\u0131\u015flar\u0131na ili\u015fkin k\u0131s\u0131tlamalar\u0131n m\u00fcmk\u00fcn oldu\u011funca minimum d\u00fczeyde tutulmas\u0131 gerekti\u011fini ifade edebiliriz. Aksi halde, pasif sat\u0131\u015f\u0131n yasaklanmas\u0131 y\u00f6n\u00fcnden rekabet ihlali s\u00f6z konusu olabilecektir.<\/p>\n<p><a name=\"_Toc510317047\"><\/a><strong>II.\u00a0\u00a0 <\/strong><strong>EN \u00c7OK KAYIRILAN M\u00dc\u015eTER\u0130 KO\u015eULANA DA\u0130R DE\u011e\u0130\u015e\u0130KL\u0130KLER<\/strong><\/p>\n<p>Yeni K\u0131lavuz\u2019da, En \u00c7ok Kay\u0131r\u0131lan M\u00fc\u015fteri Ko\u015fulu\u2019na (\u201c<strong>EKM<\/strong>\u201d) ili\u015fkin d\u00fczenlemeler bulunmaktad\u0131r. EKM, bir m\u00fc\u015fteriye sa\u011flanan olumlu al\u0131m\/sat\u0131m ko\u015fullar\u0131n\u0131n, s\u00f6zle\u015fmesinde EKM olan m\u00fc\u015fterilere de yans\u0131t\u0131lmas\u0131 kural\u0131d\u0131r. Bir dikey anla\u015fmaya eklenen EKM\u2019nin, dikey anla\u015fmalara ili\u015fkin grup muafiyetinden yararlanabilmesi, ilkesel olarak ilgili s\u00f6zle\u015fmede lehine bu ko\u015ful tesis edilen taraf\u0131n pazar pay\u0131n\u0131n %40\u2019\u0131 a\u015fmamas\u0131na ve Tebli\u011f\u2019de belirtilen di\u011fer \u015fartlar\u0131n sa\u011flanabilmesine ba\u011fl\u0131d\u0131r. Ancak bu durumda, EKM\u2019nin esas\u0131na ili\u015fkin inceleme yap\u0131larak rekabet ihlalinin s\u00f6z konusu olup olmayaca\u011f\u0131 de\u011ferlendirilecektir. Lehine EKM tesis edilen taraf\u0131n, ticari ili\u015fkinin niteli\u011fine g\u00f6re tedarik\u00e7i, al\u0131c\u0131 veya arac\u0131 olmas\u0131 m\u00fcmk\u00fcnd\u00fcr.<\/p>\n<p>Bu hususta \u00f6zellikle belirtmek gerekir ki, Rekabet Kurulu Yeni K\u0131lavuz\u2019da, EKM\u2019ye ili\u015fkin genel ge\u00e7er bir kural koymay\u0131p, her somut olay\u0131n ve pazar\u0131n \u00f6zelliklerine (\u015feffafl\u0131k, yo\u011funluk vs) g\u00f6re bir de\u011ferlendirmeye gidilmesi gerekti\u011fine yer vermi\u015ftir.<\/p>\n<p>\u00d6rne\u011fin, kay\u0131r\u0131lan al\u0131c\u0131n\u0131n her durumda daha avantajl\u0131 teklifler almas\u0131n\u0131 sa\u011flayan ve di\u011fer al\u0131c\u0131lara kar\u015f\u0131 tedarik\u00e7ilerin k\u00e2r oran\u0131n\u0131 azaltmaya mahk\u00fbm eden anla\u015fmalar, rekabet\u00e7i bir pazarda muafiyet kapsam\u0131nda de\u011ferlendirilebilirken, ilgili pazarda iki veya \u00fc\u00e7 te\u015febb\u00fcs\u00fcn faaliyette bulunmas\u0131 halinde rekabete daha \u00e7ok zarar verece\u011finden bahisle muafiyet kapsam\u0131 d\u0131\u015f\u0131na \u00e7\u0131kar\u0131lmaktad\u0131r. \u00d6te yandan bu kay\u0131tlar\u0131n, pazar g\u00fcc\u00fc \u00e7ok y\u00fcksek olmayan iki te\u015febb\u00fcs aras\u0131nda kurulmas\u0131 ise, rekabeti artt\u0131r\u0131c\u0131 nitelikte oldu\u011fundan tamamen hukuka uygun kabul edilmektedir.<\/p>\n<p>K\u0131saca, Yeni K\u0131lavuz\u2019a eklenen \u201c<em>En \u00c7ok Kay\u0131r\u0131lan M\u00fc\u015fteri Ko\u015fulu<\/em>\u201d ba\u015fl\u0131\u011f\u0131 alt\u0131nda yap\u0131lan a\u00e7\u0131klamalarla Rekabet Kurul\u2019u, dikey s\u00f6zle\u015fme taraflar\u0131n\u0131n, yapacaklar\u0131 s\u00f6zle\u015fmeye EKM maddesi eklemeden \u00f6nce iki defa d\u00fc\u015f\u00fcnmeleri gerekti\u011fini ifade etmi\u015f ve rekabet hukuku ba\u011flam\u0131nda ciddi bir de\u011ferlendirme yap\u0131lmas\u0131n\u0131n \u00f6nemini ortaya koymu\u015ftur.<\/p>\n<p><a name=\"_Toc510317048\"><\/a><strong>4.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>SONU\u00c7<\/strong><\/p>\n<p>Sonu\u00e7 olarak, Rekabet Kurul\u2019u tedarik\u00e7i, al\u0131c\u0131 ve arac\u0131lar\u0131n taraf oldu\u011fu dikey anla\u015fmalarda yer alabilecek internet sat\u0131\u015f\u0131 k\u0131s\u0131tlamalar\u0131n\u0131, <u>\u00f6nceden de<\/u> Rekabet mevzuat\u0131na ayk\u0131r\u0131 kabul ederken, s\u00f6z konusu Yeni K\u0131lavuz\u2019un yay\u0131mlanmas\u0131yla daha belirgin \u015fekilde rekabet ihlali yarataca\u011f\u0131n\u0131 a\u00e7\u0131klam\u0131\u015ft\u0131r:<\/p>\n<p>Ayr\u0131ca, yap\u0131lan anla\u015fmalarla getirilecek k\u0131s\u0131tlamalar, internet \u00fczerinden pasif sat\u0131\u015f\u0131 engelleyecek veya olumsuz y\u00f6nde etkileyecek nitelikte ise, bu h\u00fck\u00fcmlerin ge\u00e7ersiz oldu\u011fu kar\u015f\u0131 taraflarca ileri s\u00fcr\u00fclebilecektir. Ayn\u0131 \u015fekilde, internet sat\u0131\u015flar\u0131n\u0131n, yukar\u0131da sayd\u0131\u011f\u0131m\u0131z istisnai haller d\u0131\u015f\u0131nda k\u0131s\u0131tlanmas\u0131 halinde de hem ilgili ko\u015fullar\u0131n hukuka ayk\u0131r\u0131l\u0131\u011f\u0131 ileri s\u00fcr\u00fclebilecek hem de Rekabet mevzuat\u0131na ayk\u0131r\u0131l\u0131k nedeniyle soru\u015fturma ve cezalarla kar\u015f\u0131la\u015f\u0131lmas\u0131 ihtimali ortaya \u00e7\u0131kacakt\u0131r.<\/p>\n<p>Yeni K\u0131lavuz, her ne kadar yepyeni ve farkl\u0131 bir d\u00fczenleme ortaya koymam\u0131\u015f olsa da, Rekabet Kurulu\u2019nun \u00f6nceden vermi\u015f oldu\u011fu kararlara da uygun olarak, internet sat\u0131\u015f\u0131 k\u0131s\u0131tlamalar\u0131n\u0131n s\u0131n\u0131rlar\u0131n\u0131 \u00e7izmeyi, en \u00e7ok kay\u0131r\u0131lan m\u00fc\u015fteri kayd\u0131 hakk\u0131ndaki soru i\u015faretlerini gidermeyi ve kamuoyunu bu konularda bilgilendirilmeyi ama\u00e7lam\u0131\u015ft\u0131r.<\/p>\n<p>Yeni K\u0131lavuz\u2019da, en \u00e7ok kay\u0131r\u0131lan m\u00fc\u015fteri ko\u015fulunun hangi durumlarda dikey anla\u015fmalara ili\u015fkin muafiyet kapsam\u0131nda de\u011ferlendirilebilece\u011fi \u00f6rnekseme yoluyla belirtilmi\u015f, ancak Rekabet Kurulu\u2019nun her olayda ayr\u0131 bir de\u011ferlendirme yapaca\u011f\u0131 da ifade edilmi\u015ftir.<\/p>\n<p>Dr. O\u011fuzkan G\u00fczel.<\/p>\n<p>G\u00fczel Hukuk B\u00fcrosu<\/p>\n<p>oguzkan.guzel@guzel.av.tr<\/p>\n<p>&#8211;<\/p>\n<p>Bekir Bozda\u011f<\/p>\n<p>G\u00fczel Hukuk B\u00fcrosu<\/p>\n<p>bekir.bozdag@guzel.av.tr<\/p>","protected":false},"excerpt":{"rendered":"<p>1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 G\u0130R\u0130\u015e VE TANIMLAR Dikey Anla\u015fmalara \u0130li\u015fkin K\u0131lavuz\u2019da (\u201cK\u0131lavuz\u201d) yap\u0131lan de\u011fi\u015fikliklere ili\u015fkin olarak haz\u0131rlanan bu bilgi notunda, \u00f6ncelikle rekabet hukukuna ili\u015fkin baz\u0131 terimleri k\u0131saca a\u00e7\u0131klamakta fayda g\u00f6r\u00fcyoruz. Dikey Anla\u015fma: Dikey anla\u015fma, \u00fcretim veya da\u011f\u0131t\u0131m zincirinin farkl\u0131 seviyelerinde faaliyet g\u00f6steren iki ya da daha fazla te\u015febb\u00fcs aras\u0131nda belirli mal veya hizmetlerin al\u0131m\u0131, sat\u0131m\u0131 veya yeniden sat\u0131m\u0131 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3104,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3102","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/posts\/3102","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/comments?post=3102"}],"version-history":[{"count":5,"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/posts\/3102\/revisions"}],"predecessor-version":[{"id":3423,"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/posts\/3102\/revisions\/3423"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/media\/3104"}],"wp:attachment":[{"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/media?parent=3102"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/categories?post=3102"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/guzel.av.tr\/tr\/wp-json\/wp\/v2\/tags?post=3102"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}