Competition Board ends Coca-Cola investigation with commitments

The Competition Board concluded its investigation into Coca-Cola Satış Dağıtım A. by accepting the comprehensive commitments submitted by the company.

Scraper SystemJuly 01, 2026, 11:09 PM

Competition Board ends Coca-Cola investigation with commitments

The Competition Board concluded its investigation into Coca-Cola by accepting the comprehensive commitments submitted by the company. So what can Coca-Cola do and not do from now on? Here is the answer... 1. A NEW ERA BEGINS IN COOLER ACCESS The cooler access rule is being expanded comprehensively. Within this scope, the following practices will be implemented by the end of 2026.

At all sales points such as grocery stores, kiosks, small markets, restaurants, and eateries, 35% of the space in each Coca-Cola cooler will be opened to rival products. Coca-Cola will not be able to place its products in this area. All producers of carbonated and non-carbonated non-alcoholic beverages who do not have their own coolers at the sales point can place their products in this area, and competitors can use their own price tags in this area.

On each shelf of this area, there will be warning labels indicating that the relevant section is reserved for competitor products and that Coca-Cola products cannot be placed in this area. Coca-Cola will warn sales points that do not comply with the cooler access rule, and will gradually impose a 10% reduction in order quantities on sales points that continue non-compliance. The 35% area reserved for competitors will be separated by a vertical separator.

On the glass surfaces of Coca-Cola coolers, labels, coatings, or similar materials that prevent or restrict the visibility of competitor products cannot be present. Coca-Cola will not provide any guidance regarding which competitor products can be placed in the area reserved for competitors. 2.

END OF THE COOLER EFFICIENCY CONDITION PRACTICE Coca-Cola cannot impose a minimum annual case purchase requirement on sales points in return for cooler supply. (This will start to be implemented within 6 months from the notification of the Competition Board's summary decision.) The practice of issuing a completion invoice to dealers when this criterion is not met will also be terminated. (This practice will be terminated by the end of 2026.) 3.

COMPREHENSIVE CHANGE IN BONUS AND TARGET SYSTEM Significant changes have also been made in target and bonus practices. Within this scope, the bonus practice for Coca-Cola area sales managers has been removed. For field sales managers and sales representatives, bonuses have been limited. (This will start to be implemented in 2027.) Coca-Cola will not provide financial support to dealers for their employees.

(This will start to be implemented within 6 months from the notification of the Competition Board's summary decision.) Performance reporting practices for dealer employees will be terminated. (This will start to be implemented within 6 months from the notification of the Competition Board's summary decision.) Sales points will be informed about applications that allow them to order directly from Coca-Cola.

(This will start to be implemented within 6 months from the notification of the Competition Board's summary decision.) Measures will be taken to strengthen dealers' competition law compliance obligations.

(These measures will be taken within one year from the notification of the Competition Board's reasoned decision.) At all sales points such as grocery stores, kiosks, small markets, restaurants, and eateries, 35% of the space in each Coca-Cola cooler will be opened to rival products. Coca-Cola will not be able to place its products in this area. 4.

TRANSPARENCY AND LIMITATION IN INVESTMENT SUPPORTS Coca-Cola's annual investment budget will be limited to a certain percentage of the net sales revenue from the previous year. (This will start to be implemented in 2027.) The following commitments will start to be implemented within 6 months from the notification of the Competition Board's summary decision.

Supports such as awning, sign, and shelf investments provided to sales points will be based on objective criteria independent of product purchase. Coca-Cola will not be able to condition these supports on the removal of competitor products or coolers. Coca-Cola will regularly inform sales points. 5. NEW RULES IN DISCOUNT AND SUPPORT POLICIES Changes have also been made in the discount practices applied to dealers.

(The following commitments will start to be implemented within 6 months from the notification of the Competition Board's summary decision.) Coca-Cola will determine the discounts to be applied to dealers based on independent and objective criteria per product category. A discount in one category will not be tied to the purchase, sale, or display of products in another category. Free product support in the water and soda categories will be completely removed.

Free products can only be applied to sales points whose annual purchase volume exceeds a certain threshold, excluding water and soda. 6. PREVIOUS MEASURES AND COMMITMENTS REGARDING COCA-COLA CONTINUE! The obligations that Coca-Cola is subject to under past Board decisions are as follows: Coca-Cola cannot enter into exclusivity agreements with sales points that require them to stock only Coca-Cola products.

Sales to points cannot be tied to sales made in the previous year. Instead of comprehensive 'General' contracts covering the entire product portfolio, Coca-Cola must prepare separate contracts for (1) 'Cola Beverages', (2) 'Other Carbonated Products', and (3) 'Non-Carbonated Products'.

• Other Carbonated Products consist of the subcategories 'flavored soda' and 'plain soda'; Non-Carbonated Products consist of the subcategories 'water and soda', 'fruit juice and iced tea', 'energy drink', and 'sports drink'.

Discounts, rebates, and promotions defined by Coca-Cola for sales points must be determined based on the distinction of the 'Cola Beverages', 'Other Carbonated Products', 'Non-Carbonated Products' contracts and the subcategories of flavored soda, plain soda, water-soda, fruit juice-iced tea, energy drink, sports drink.

When a sales point purchases products from Coca-Cola in one beverage category, the discount given by Coca-Cola for that purchase cannot be given from a different category. Except for some exceptional cases, Coca-Cola's contracts must be limited to two years. A copy of the concluded contract must be left with the sales point.

In case of quantity contracts, if the contract's duration exceeds two years, the contract may be terminated by returning the investment made on a pro-rata basis without imposing any penalty on the point.

In quantity contracts, the calculation method for determining the quantity and the total discount and investment items to be applied to points will be determined in a way that does not cause de facto exclusivity. The phrase 'by purchasing regularly and continuously' in the contracts can only be used in contracts involving cash investment (cash support given to the sales point).

However, in contracts that include cash investment and contain this phrase, the sales point's failure to comply with the said expression does not result in any penalty for the point. Sales points will be informed annually by Coca-Cola about these rules.

Competition Board ends Coca-Cola investigation with commitments

The Competition Board concluded its investigation into Coca-Cola Satış Dağıtım A. by accepting the comprehensive commitments submitted by the company.