{"id":10264,"date":"2022-06-07T11:27:44","date_gmt":"2022-06-07T08:27:44","guid":{"rendered":"https:\/\/old.lexist.com.tr\/?p=10264"},"modified":"2026-01-22T16:52:39","modified_gmt":"2026-01-22T13:52:39","slug":"yeni-ab-dikey-anlasmalara-iliskin-grup-muafiyeti-tuzugu-1-haziran-2022-tarihinde-yururluge-girdi","status":"publish","type":"post","link":"https:\/\/lexist.com.tr\/tr\/yayinlar\/yeni-ab-dikey-anlasmalara-iliskin-grup-muafiyeti-tuzugu-1-haziran-2022-tarihinde-yururluge-girdi\/","title":{"rendered":"Yeni AB Dikey Anla\u015fmalara \u0130li\u015fkin Grup Muafiyeti T\u00fcz\u00fc\u011f\u00fc 1 Haziran 2022 Tarihinde Y\u00fcr\u00fcrl\u00fc\u011fe Girdi"},"content":{"rendered":"

Yeni AB Dikey Anla\u015fmalara \u0130li\u015fkin Grup Muafiyeti T\u00fcz\u00fc\u011f\u00fc 1 Haziran 2022 Tarihinde Y\u00fcr\u00fcrl\u00fc\u011fe Girdi
Bilindi\u011fi \u00fczere AB Dikey Anla\u015fmalara \u0130li\u015fkin Grup Muafiyeti T\u00fcz\u00fc\u011f\u00fc\u2019n\u00fcn (\u201cVBER\u201d \u2013 Vertical Block Exemption Regulation) y\u00fcr\u00fcrl\u00fck s\u00fcresi 31 May\u0131s 2022 tarihinde sona erdi ve yeni VBER ve ilgili d\u00fczenlemeleri (yeni Dikey K\u0131lavuz) 1 Haziran 2022 tarihinde y\u00fcr\u00fcrl\u00fc\u011fe girdi. Avrupa Komisyonu (\u201cKomisyon\u201d) taraf\u0131ndan yap\u0131lan de\u011fi\u015fiklikler, incelemenin ama\u00e7lar\u0131n\u0131 yans\u0131tmaktad\u0131r. \u00d6zellikle, de\u011fi\u015fiklikler \u015funlar\u0131 ama\u00e7lamaktad\u0131r:<\/p>\n

VBER kapsam\u0131nda yanl\u0131\u015f pozitifleri ortadan kald\u0131rmak ve yanl\u0131\u015f negatifleri azaltmak i\u00e7in yeni bir g\u00fcvenli liman\u0131 ayarlamak; ve de\u011fi\u015fiklikler \u00f6zellikle \u00e7evrimi\u00e7i sat\u0131\u015flar\u0131n ve \u00e7evrimi\u00e7i platformlar gibi yeni pazar oyuncular\u0131n\u0131n b\u00fcy\u00fcmesi yeniden \u015fekillendirilen bir i\u015f ortam\u0131nda, i\u015fletmelerin dikey anla\u015fmalar\u0131n\u0131n Avrupa Birli\u011finin \u0130\u015fleyi\u015fi Hakk\u0131nda Antla\u015fma\u2019n\u0131n (\u201cTFEU\u201d \u2013 Treaty on the Functioning of the European Union ) 101. Maddesine ile uygunlu\u011funu konusunda kendi de\u011ferlendirmelerine yard\u0131mc\u0131 olabilecek daha basit, daha net ve g\u00fcncel kurallar ve rehberlik sa\u011flamak ve Avrupa Birli\u011fi genelinde dikey kurallar\u0131n daha uyumlu bir \u015fekilde uygulanmas\u0131n\u0131 sa\u011flamak.<\/p>\n

Yeni VBER \u2013 eskisi gibi \u2013 TFEU\u2019nun 101. maddesi kapsam\u0131na girebilecek ancak Komisyonun genel olarak sorunsuz g\u00f6rd\u00fc\u011f\u00fc dikey anla\u015fmalar i\u00e7in g\u00fcvenli bir liman sa\u011flamaktad\u0131r. VBER kapsam\u0131nda olmayan dikey anla\u015fmalara yine izin verilebilir, ancak TFEU\u2019nun 101. maddesi uyar\u0131nca bireysel bir hukuki de\u011ferlendirme gerektirecektir. Yeni VBER kapsam\u0131nda tespit edilen \u00f6nemli noktalar a\u015fa\u011f\u0131da a\u00e7\u0131klanmaktad\u0131r:<\/p>\n

\u0130kili Da\u011f\u0131t\u0131m<\/h3>\n

\u0130kili da\u011f\u0131t\u0131m, bir tedarik\u00e7inin mal veya hizmetlerini yaln\u0131zca ba\u011f\u0131ms\u0131z distrib\u00fct\u00f6rler arac\u0131l\u0131\u011f\u0131yla de\u011fil, ayn\u0131 zamanda ba\u011f\u0131ms\u0131z distrib\u00fct\u00f6rleriyle do\u011frudan rekabet halindeki son m\u00fc\u015fterilere do\u011frudan satt\u0131\u011f\u0131 durumlar\u0131 ifade eder.<\/p>\n

\u0130kili da\u011f\u0131t\u0131m, bir tedarik\u00e7inin nihai m\u00fc\u015fterilere hem do\u011frudan hem de ba\u011f\u0131ms\u0131z distrib\u00fct\u00f6rler arac\u0131l\u0131\u011f\u0131yla mal veya hizmet satt\u0131\u011f\u0131 ve b\u00f6ylece ba\u011f\u0131ms\u0131z distrib\u00fct\u00f6rleriyle rekabet etti\u011fi bir senaryoyu ifade etmektedir. Yeni VBER kapsam\u0131ndaki ikili da\u011f\u0131t\u0131m muafiyeti, toptanc\u0131lar\u0131 ve ithalat\u00e7\u0131lar\u0131 kapsayacak \u015fekilde geni\u015fletilmi\u015f ancak ayn\u0131 zamanda, artan dijitalle\u015fme ve \u00e7evrimi\u00e7i sat\u0131\u015flar nedeniyle ortaya \u00e7\u0131kan potansiyel yatay rekabet endi\u015felerini hesaba katarak muafiyet kapsam\u0131 daralt\u0131lm\u0131\u015ft\u0131r.<\/p>\n

Bu ba\u011flamda, yeni VBER a\u015fa\u011f\u0131dakiler i\u00e7in muafiyet tan\u0131mamaktad\u0131r:<\/strong><\/p>\n

Dikey anla\u015fman\u0131n uygulanmas\u0131yla do\u011frudan ilgili olmayan ya da s\u00f6zle\u015fme konusu mal veya hizmetlerin taraflarca \u00fcretimini veya da\u011f\u0131t\u0131m\u0131n\u0131 iyile\u015ftirmek i\u00e7in gerekli olmayan ikili da\u011f\u0131t\u0131m senaryolar\u0131nda bilgi al\u0131\u015fveri\u015fi,<\/p>\n

Yeni VBER, muaf tutulan bilgi de\u011fi\u015fimlerinin (bu liste ile s\u0131n\u0131rl\u0131 olmayan) bir listesini ve ayr\u0131ca te\u015febb\u00fcslerin potansiyel rekabet endi\u015felerini en aza indirmek i\u00e7in alabilecekleri bir dizi \u00f6nlemi i\u00e7ermektedir. Bu kapsam\u0131n d\u0131\u015f\u0131nda kalan bilgi de\u011fi\u015fimi, Yatay K\u0131lavuz dikkate al\u0131narak, TFEU\u2019nun 101. maddesi kapsam\u0131nda somut olay baz\u0131nda de\u011ferlendirilmelidir. Yeni VBER kapsam\u0131ndaki ikili da\u011f\u0131t\u0131m istisnas\u0131n\u0131n kapsam\u0131 hakk\u0131nda daha fazla a\u00e7\u0131klama VBER\u2019in 4.4.3. say\u0131l\u0131 b\u00f6l\u00fcm\u00fcnde yer almaktad\u0131r ve bu ba\u011flamda ikili da\u011f\u0131t\u0131m ba\u011flam\u0131nda grup muafiyeti kapsam\u0131nda veya d\u0131\u015f\u0131nda kalmas\u0131 muhtemel bilgi al\u0131\u015fveri\u015fi t\u00fcrlerine ili\u015fkin \u00f6rneklerin yan\u0131 s\u0131ra grup muafiyeti kapsam\u0131 d\u0131\u015f\u0131nda bilgi al\u0131\u015fveri\u015finde bulunman\u0131n yasal sonu\u00e7lar\u0131na ili\u015fkin a\u00e7\u0131klamalar bulunmaktad\u0131r.<\/p>\n

Hibrit bir i\u015fleve sahip \u00e7evrimi\u00e7i arac\u0131l\u0131k hizmetleri (Online Intermediation Services \u2013 OIS) sa\u011flay\u0131c\u0131lar\u0131 (\u00f6r. Amazon) ile dikey anla\u015fmalar,<\/p>\n

Yeni VBER kapsam\u0131nda, kullan\u0131c\u0131lar\u0131yla rekabet eden mal veya hizmet satan \u00e7evrimi\u00e7i arac\u0131l\u0131k hizmetleri sa\u011flay\u0131c\u0131lar\u0131 ile yap\u0131lan dikey anla\u015fmalar\u0131n, duruma g\u00f6re TFEU madde 101 kapsam\u0131nda de\u011ferlendirilmesi gerekecektir. Yatay K\u0131lavuz, olas\u0131 dan\u0131\u015f\u0131kl\u0131 etkilerin belirlenmesine yard\u0131mc\u0131 olurken, yeni VBER, herhangi bir dikey k\u0131s\u0131tlaman\u0131n de\u011ferlendirilmesine ili\u015fkin rehberlik sa\u011flamaktad\u0131r. \u00d6zellikle, yeni VBER ve Komisyonun a\u00e7\u0131klay\u0131c\u0131 notu, ama\u00e7 bak\u0131m\u0131ndan ihlalin veya \u00f6nemli bir pazar g\u00fcc\u00fcn\u00fcn yoklu\u011funda, Komisyonun hibrit platformlar\u0131n dikey anla\u015fmalar\u0131na kar\u015f\u0131 uygulamaya \u00f6ncelik verme olas\u0131l\u0131\u011f\u0131n\u0131n d\u00fc\u015f\u00fck oldu\u011funu ifade etmektedir.<\/p>\n

Parite Ko\u015fullar\u0131 (Parity Obligations)<\/h3>\n

Bazen En \u00c7ok Kayr\u0131lan M\u00fc\u015fteri (\u201cEKM\u201d) olarak da adland\u0131r\u0131lan parite y\u00fck\u00fcml\u00fcl\u00fckleri, bir te\u015febb\u00fcs\u00fcn kar\u015f\u0131 tarafa di\u011fer sat\u0131\u015f\/pazarlama kanallar\u0131nda (\u00f6rn. di\u011fer platformlarda ve \/ veya te\u015febb\u00fcs\u00fcn web sitesi gibi do\u011frudan sat\u0131\u015f kanallar\u0131nda) sunulanlarla ayn\u0131 veya daha iyi ko\u015fullar\u0131 sunmas\u0131n\u0131 (\u00f6rne\u011fin \u00e7evrimi\u00e7i otel rezervasyon siteleri taraf\u0131ndan kullan\u0131lan en \u00e7ok kayr\u0131lan m\u00fc\u015fteri \u015fartlar\u0131 bir fiyat parite ko\u015fulu olarak kabul edilmektedir) gerektiren y\u00fck\u00fcml\u00fcl\u00fcklerdir. Eski VBER kapsam\u0131nda, her t\u00fcr parite \u015fart\u0131 grup muafiyetine tabidir, ancak son y\u0131llarda perakende parite h\u00fck\u00fcmlerinin (\u00fcr\u00fcnlerin son kullan\u0131c\u0131lara sunuldu\u011fu ko\u015fullarla ilgili) kullan\u0131m\u0131 s\u0131k s\u0131k yapt\u0131r\u0131m eylemine konu oldu\u011fundan Komisyon a\u00e7\u0131klay\u0131c\u0131 notunda bu hususa ili\u015fkin ayr\u0131 bir de\u011ferlendirmenin yap\u0131ld\u0131\u011f\u0131n\u0131 belirtmi\u015ftir. Bu ba\u011flamda yeni VBER \u00e7er\u00e7evesinde muafiyet kapsam\u0131nda olmayan k\u0131s\u0131tlamalar listesine platformlar aras\u0131 perakende parite ko\u015fullar\u0131 eklemi\u015ftir.<\/p>\n

Bu yapt\u0131r\u0131m eylemi genellikle di\u011fer platformlarda sunulan ko\u015fullarla ilgili olarak platformlar taraf\u0131ndan dayat\u0131lan perakende parite h\u00fck\u00fcmlerine odakland\u0131\u011f\u0131ndan, bir \u00e7evrimi\u00e7i arac\u0131l\u0131k hizmetleri al\u0131c\u0131s\u0131n\u0131n, rakip \u00e7evrimi\u00e7i arac\u0131l\u0131k hizmetleri platformlar\u0131 arac\u0131l\u0131\u011f\u0131yla son kullan\u0131c\u0131lara daha uygun ko\u015fullar sunmas\u0131n\u0131 k\u0131s\u0131tlayan maddeler, bu nedenle art\u0131k VBER kapsam\u0131nda muafiyetten yararlanamamaktad\u0131r( bak\u0131n\u0131z yeni VBER madde 5(d)). Bu t\u00fcr h\u00fck\u00fcmlerin, yeni VBER kapsam\u0131nda TFEU madde 101 kapsam\u0131nda bireysel olarak de\u011ferlendirilmesi gerekecektir.<\/p>\n

Di\u011fer t\u00fcm parite ko\u015fullar\u0131, sa\u011flay\u0131c\u0131 ve al\u0131c\u0131n\u0131n pazar paylar\u0131n\u0131n %30\u2019u ge\u00e7memesi ko\u015fuluyla, yeni VBER\u2019in muafiyeti kapsam\u0131nda olmaya devam etmektedir. Bu, \u00f6rne\u011fin, bir \u00e7evrimi\u00e7i arac\u0131l\u0131k hizmetinin al\u0131c\u0131s\u0131na do\u011frudan sat\u0131\u015f kanal\u0131na ili\u015fkin olarak uygulanan perakende parite ko\u015fulu veya son kullan\u0131c\u0131 olmayan te\u015febb\u00fcslere sunulan ko\u015fullara ili\u015fkin parite ko\u015fullar\u0131 ile \u00fcreticilerin, toptanc\u0131lar\u0131n veya perakendecilerin girdi olarak mal veya hizmet sat\u0131n alma ko\u015fullar\u0131yla ilgili en \u00e7ok tercih edilen m\u00fc\u015fteri ko\u015fullar\u0131n\u0131 i\u00e7ermektedir.<\/p>\n

Aktif Sat\u0131\u015flar<\/h3>\n

Aktif sat\u0131\u015f k\u0131s\u0131tlamalar\u0131, al\u0131c\u0131n\u0131n bireysel m\u00fc\u015fterilere aktif olarak yakla\u015fma yetene\u011finin s\u0131n\u0131rlamalar\u0131 ile ilgilidir ve genellikle, bu t\u00fcr k\u0131s\u0131tlamalar\u0131 i\u00e7eren anla\u015fmalar\u0131n grup muafiyetini \u00f6nleyen kat\u0131 k\u0131s\u0131tlamalar olu\u015ftururlar. Komisyonun a\u00e7\u0131klay\u0131c\u0131 notunda eski VBER ve eski Dikey K\u0131lavuzlar\u0131n g\u00f6zden ge\u00e7irilmesi sonucu, aktif sat\u0131\u015f k\u0131s\u0131tlamalar\u0131na ili\u015fkin kurallar\u0131n belirli y\u00f6nlerinin belirsiz oldu\u011funu ve bu d\u00fczenlemelerin tedarik\u00e7ilerin da\u011f\u0131t\u0131m sistemlerini i\u015f ihtiya\u00e7lar\u0131na g\u00f6re tasarlamalar\u0131nda s\u0131n\u0131rl\u0131 kald\u0131\u011f\u0131 ifade edilmi\u015ftir.<\/p>\n

Yeni VBER, aktif sat\u0131\u015f k\u0131s\u0131tlamalar\u0131n\u0131n kapsam\u0131n\u0131 netle\u015ftirmektedir. A\u00e7\u0131k\u00e7a aktif sat\u0131\u015f ve pasif sat\u0131\u015f tan\u0131mlar\u0131n\u0131 i\u00e7ermekte ve distrib\u00fct\u00f6r\u00fcn ticaret alan\u0131nda yayg\u0131n olarak kullan\u0131lanlardan farkl\u0131 bir alan ad\u0131 veya dil se\u00e7enekleriyle bir \u00e7evrimi\u00e7i ma\u011faza hizmeti sunmas\u0131n\u0131n ba\u015fka bir b\u00f6lgede aktif sat\u0131\u015f yapmas\u0131 anlam\u0131na geldi\u011finin edildi\u011fini a\u00e7\u0131klamaktad\u0131r. Ayr\u0131ca, yeni VBER, tedarik\u00e7ilerin m\u00fcnhas\u0131r b\u00f6lge veya m\u00fc\u015fteri grubu ba\u015f\u0131na be\u015f adede kadar distrib\u00fct\u00f6r atamas\u0131na ve m\u00fcnhas\u0131r distrib\u00fct\u00f6rlerini aktif sat\u0131\u015f yasaklar\u0131n\u0131 do\u011frudan m\u00fc\u015fterilerine iletmeye (pass-on) mecbur etmesine olanak tan\u0131maktad\u0131r. Bunun yan\u0131 s\u0131ra, yeni VBER, tedarik\u00e7ilerin a\u015fa\u011f\u0131dakileri yasaklamas\u0131na izin verildi\u011fini a\u00e7\u0131klayarak, bir tedarik\u00e7inin m\u00fcnhas\u0131r ve se\u00e7ici da\u011f\u0131t\u0131m sistemleri aras\u0131ndaki etkile\u015fim hakk\u0131nda daha fazla netlik sa\u011flamaktad\u0131r:<\/p>\n

m\u00fcnhas\u0131r distrib\u00fct\u00f6r ve m\u00fc\u015fterileri taraf\u0131ndan tedarik\u00e7inin se\u00e7ici da\u011f\u0131t\u0131m sistemi i\u015fletti\u011fi bir b\u00f6lgede bulunan yetkisiz distrib\u00fct\u00f6rlere aktif veya pasif sat\u0131\u015flar; ve
se\u00e7ici da\u011f\u0131t\u0131m sistemi \u00fcyeleri ve onlar\u0131n do\u011frudan m\u00fc\u015fterileri taraf\u0131ndan, tedarik\u00e7iye ayr\u0131lm\u0131\u015f veya m\u00fcnhas\u0131ran en fazla be\u015f m\u00fcnhas\u0131r distrib\u00fct\u00f6re tahsis edilmi\u015f bir b\u00f6lge veya m\u00fc\u015fteri grubuna aktif sat\u0131\u015flar. Yeni VBER, bu maksimumun s\u0131n\u0131r olarak kabul edilen be\u015f m\u00fcnhas\u0131r distrib\u00fct\u00f6r \u00fczerinde, m\u00fcnhas\u0131r da\u011f\u0131t\u0131mc\u0131lar\u0131n birbirlerinin yat\u0131r\u0131mlar\u0131n \u00fczerinde bedavac\u0131l\u0131k riskinin bulundu\u011funu ve b\u00f6ylece her bir da\u011f\u0131t\u0131mc\u0131n\u0131n yat\u0131r\u0131m yapma te\u015fvikini ve dolay\u0131s\u0131yla m\u00fcnhas\u0131r da\u011f\u0131t\u0131mdan elde etmesi ama\u00e7lanan verimlili\u011fi ortadan kald\u0131rd\u0131\u011f\u0131n\u0131 a\u00e7\u0131klamaktad\u0131r.<\/p>\n

\u00c7evrimi\u00e7i Sat\u0131\u015flar<\/h3>\n

Komisyon a\u00e7\u0131klay\u0131c\u0131 notu kapsam\u0131nda eski VBER ve eski Dikey K\u0131lavuzlar\u0131n g\u00f6zden ge\u00e7irilmesi s\u0131ras\u0131nda toplanan kan\u0131tlar\u0131n, \u00e7evrimi\u00e7i sat\u0131\u015flar\u0131n, \u00e7evrimd\u0131\u015f\u0131 sat\u0131\u015f kanallar\u0131na g\u00f6re art\u0131k \u00f6zel koruma gerektirmeyen, iyi i\u015fleyen bir sat\u0131\u015f kanal\u0131na d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc g\u00f6sterdi\u011fi ifade edilmektedir. Bu nedenle, Komisyon ikili fiyatland\u0131rmay\u0131 veya tedarik\u00e7ilerin \u00e7evrimi\u00e7i ve \u00e7evrimd\u0131\u015f\u0131 sat\u0131\u015flar i\u00e7in farkl\u0131 kriterler dayatmas\u0131n\u0131 kat\u0131 k\u0131s\u0131tlamalar olarak de\u011ferlendirmenin art\u0131k hakl\u0131 olmad\u0131\u011f\u0131n\u0131 belirtmi\u015ftir.<\/p>\n

Bu nedenle, yeni VBER, tedarik\u00e7ilerin ayn\u0131 distrib\u00fct\u00f6r taraf\u0131ndan \u00e7evrimi\u00e7i ve \u00e7evrimd\u0131\u015f\u0131 sat\u0131\u015flar i\u00e7in farkl\u0131 toptan sat\u0131\u015f fiyatlar\u0131 belirleyebilece\u011fini, \u00e7\u00fcnk\u00fc bunun uygun bir yat\u0131r\u0131m seviyesini te\u015fvik edebilece\u011fini veya \u00f6d\u00fcllendirebilece\u011fini a\u00e7\u0131k\u00e7a ortaya koydu\u011funu ifade etmektedir. Toptan sat\u0131\u015f fiyatlar\u0131ndaki fark\u0131n, \u00e7evrimi\u00e7i ve \u00e7evrimd\u0131\u015f\u0131 sat\u0131\u015f kanallar\u0131 aras\u0131ndaki maliyet veya yat\u0131r\u0131m farkl\u0131l\u0131klar\u0131 ile makul bir \u015fekilde ili\u015fkili olmas\u0131 gerekirken, taraflar\u0131n bunu g\u00f6stermek i\u00e7in karma\u015f\u0131k maliyet hesaplamalar\u0131 yapmalar\u0131 veya ayr\u0131nt\u0131l\u0131 maliyet bilgilerini payla\u015fmalar\u0131 gerekli g\u00f6r\u00fclmemi\u015ftir. Ba\u015fka bir deyi\u015fle tedarik\u00e7i, fiyat fark\u0131 makul bir \u015fekilde gerekli yat\u0131r\u0131mlar ve kanal ba\u015f\u0131na maliyet farkl\u0131l\u0131klar\u0131 ile ili\u015fkili oldu\u011fu s\u00fcrece, ayn\u0131 distrib\u00fct\u00f6r taraf\u0131ndan yap\u0131lan \u00e7evrimi\u00e7i ve \u00e7evrimd\u0131\u015f\u0131 sat\u0131\u015flar i\u00e7in farkl\u0131 toptan sat\u0131\u015f fiyatlar\u0131 belirleyebilmektedir. \u0130kili fiyatland\u0131rman\u0131n grup muafiyeti de belirli g\u00fcvencelere tabidir. Ayr\u0131ca, yeni VBER\u2019e ili\u015fkin a\u00e7\u0131klay\u0131c\u0131 not kapsam\u0131nda se\u00e7ici bir da\u011f\u0131t\u0131m sistemi ba\u011flam\u0131nda, tedarik\u00e7ilerin \u00e7evrimi\u00e7i sat\u0131\u015flarla ilgili olarak dayatt\u0131klar\u0131 \u00f6l\u00e7\u00fctlerin, iki kanal\u0131n do\u011fas\u0131 gere\u011fi farkl\u0131 olmas\u0131 nedeniyle art\u0131k fiziksel olarak var olan ma\u011fazalara uygulanan \u00f6l\u00e7\u00fctlere genel olarak e\u015fde\u011fer olmas\u0131n\u0131n gerekli olmad\u0131\u011f\u0131 ifade edilmi\u015ftir.<\/p>\n

\u00c7evrimi\u00e7i sat\u0131\u015f veya \u00e7evrimi\u00e7i reklamc\u0131l\u0131k k\u0131s\u0131tlamalar\u0131na ili\u015fkin olarak ise Yeni VBER kapsam\u0131nda, sa\u011flay\u0131c\u0131lar\u0131n mallar\u0131 veya hizmetlerini satmak i\u00e7in al\u0131c\u0131lar\u0131n\u0131n\/yeniden sat\u0131c\u0131lar\u0131n interneti etkin bir \u015fekilde kullanmalar\u0131n\u0131 \u00f6nlemek i\u00e7in al\u0131c\u0131lara uygulanan \u00e7evrimi\u00e7i sat\u0131\u015f veya \u00e7evrimi\u00e7i reklamc\u0131l\u0131k k\u0131s\u0131tlamalar\u0131, yeni VBER kapsam\u0131nda muafiyetten yararlanmamaktad\u0131r. Sonu\u00e7 olarak, toplam \u00e7evrimi\u00e7i sat\u0131\u015f miktar\u0131n\u0131 \u00f6nemli \u00f6l\u00e7\u00fcde azaltabilecek k\u0131s\u0131tlamalar, yeni VBER kapsam\u0131nda a\u011f\u0131r bir k\u0131s\u0131tlama (hardcore restriction) olarak kabul edilecektir. Benzer \u015fekilde, fiyat kar\u015f\u0131la\u015ft\u0131rma ara\u00e7lar\u0131na ve arama motorlar\u0131na yasak getirilmesine izin verilmemektedir.<\/p>\n

A\u00e7\u0131klay\u0131c\u0131 not kapsam\u0131nda yeni VBER\u2019in \u00e7evri\u00e7i k\u0131s\u0131tlamalar\u0131n de\u011ferlendirilmesinde, AB Adalet Divan\u0131\u2019n\u0131n, Pierre Fabre ve Coty\u2019nin i\u00e7tihatlar\u0131ndan ile uyumlu hale getirildi\u011fi ifade edilmektedir. Yeni VBER\u2019in 4(e) Maddesi, i\u00e7tihat hukuku \u0131\u015f\u0131\u011f\u0131nda, do\u011frudan veya dolayl\u0131 olarak, tek ba\u015f\u0131na veya di\u011fer fakt\u00f6rlerle birlikte, bir veya daha fazla \u00e7evrimi\u00e7i reklam kanal\u0131n\u0131n tamam\u0131n\u0131n kullan\u0131lmas\u0131n\u0131 engelleme amac\u0131 ta\u015f\u0131yan k\u0131s\u0131tlamalar da dahil olmak \u00fczere, s\u00f6zle\u015fmeli mal veya hizmetleri satmak i\u00e7in interneti etkin bir \u015fekilde kullanmaktan al\u0131c\u0131lar\u0131 veya m\u00fc\u015fterilerini engelleme amac\u0131na sahip olduklar\u0131nda, \u00e7evrimi\u00e7i sat\u0131\u015flara ili\u015fkin k\u0131s\u0131tlamalar\u0131n \u00e7ok a\u011f\u0131r bir ihlal oldu\u011funu belirtmektedir. Yeni Dikey K\u0131lavuzun 6.1.2. B\u00f6l\u00fcm\u00fc ise, bu t\u00fcr s\u0131k\u0131 k\u0131s\u0131tlamalar hakk\u0131nda daha fazla rehberlik sa\u011flamaktad\u0131r. T\u00fcm \u00e7evrimi\u00e7i reklam kanallar\u0131n\u0131n kullan\u0131m\u0131n\u0131 d\u0131\u015flamayan \u00e7evrimi\u00e7i reklam k\u0131s\u0131tlamalar\u0131, \u00f6rne\u011fin, bu t\u00fcr k\u0131s\u0131tlamalar \u00e7evrimi\u00e7i reklamc\u0131l\u0131k i\u00e7eri\u011fiyle ba\u011flant\u0131l\u0131ysa veya belirli kalite standartlar\u0131 belirlediyse, grup muafiyetinden yararlanmaktad\u0131r.<\/p>\n

Bu minvalde Komisyon, yaln\u0131zca al\u0131c\u0131n\u0131n\/yeniden sat\u0131c\u0131n\u0131n \u00e7evrimi\u00e7i sat\u0131\u015f yapma \u015feklini s\u0131n\u0131rlad\u0131\u011f\u0131nda ve sat\u0131\u015flar\u0131 belirli bir b\u00f6lge veya m\u00fc\u015fteri grubuyla s\u0131n\u0131rlamad\u0131\u011f\u0131nda, \u00e7evrimi\u00e7i pazar yeri sat\u0131\u015flar\u0131ndaki k\u0131s\u0131tlamalar\u0131n a\u011f\u0131r k\u0131s\u0131tlamalar olmad\u0131\u011f\u0131n\u0131 ancak internetin online sat\u0131\u015flarda etkin kullan\u0131m\u0131n\u0131 engelleyen bir platform yasa\u011f\u0131, a\u011f\u0131r bir k\u0131s\u0131tlama olu\u015fturaca\u011f\u0131n\u0131 a\u00e7\u0131k\u00e7a belirmektedir.<\/p>\n

De\u011fi\u015fiklikler, Komisyon, Avrupa Parlamentosu ve AB \u00dcye Devletlerinin 24 Mart 2022\u2019de anla\u015fmaya vard\u0131klar\u0131 Dijital Piyasalar Yasas\u0131 (\u201cDMA\u201d) ile tutarl\u0131d\u0131r. Bunun nedeni, \u00f6zellikle dma\u2019n\u0131n odak noktas\u0131n\u0131n, piyasa g\u00fcc\u00fcnden yararlanan ve dolay\u0131s\u0131yla VBER taraf\u0131ndan sa\u011flanan g\u00fcvenli limandan yararlanmayan te\u015febb\u00fcsler olan dijital kap\u0131 bek\u00e7ileri \u00fczerinde olmas\u0131d\u0131r.<\/p>\n

Yeniden Sat\u0131\u015f Fiyat\u0131n\u0131n Tespiti<\/h3>\n

Yeniden sat\u0131\u015f fiyat\u0131n\u0131n tespiti (\u201cRPM\u201d- Resale Price Maintanance) ile ilgili olarak, yeni d\u00fczenlemeler, reklam\u0131 yap\u0131lan minimum fiyatlar\u0131n dayat\u0131lmas\u0131n\u0131n dolayl\u0131 bir RPM bi\u00e7imi olarak ele al\u0131naca\u011f\u0131n\u0131 \u00f6zellikle a\u00e7\u0131klamaktad\u0131r. Bunun yan\u0131 s\u0131ra \u00e7evrimi\u00e7i arac\u0131l\u0131k hizmeti sa\u011flay\u0131c\u0131lar\u0131n\u0131n y\u00fcr\u00fctt\u00fckleri arac\u0131l\u0131k faaliyetleri i\u00e7in sabit veya minimum sat\u0131\u015f fiyatlar\u0131 koymas\u0131 da RPM olarak nitelendirilmi\u015ftir. Ayr\u0131ca, bu d\u00fczenlemeler teslimat veya stoksuz nakliye s\u00f6zle\u015fmeleri (bir tedarik\u00e7i ve al\u0131c\u0131n\u0131n bir sat\u0131\u015f\u0131n fiyat\u0131n\u0131 ve di\u011fer ana \u015fartlar\u0131n\u0131 kabul etti\u011fi, ancak teslimat\u0131 ve di\u011fer lojistik d\u00fczenlemeleri y\u00fcr\u00fctmek i\u00e7in bir \u00fc\u00e7\u00fcnc\u00fc taraf \u2018kar\u015f\u0131lay\u0131c\u0131y\u0131\u2019 kulland\u0131\u011f\u0131) i\u00e7in rehberlik sa\u011flamaktad\u0131r.<\/p>\n

Yeni VBER kapsam\u0131nda istisnai durumlarda, RPM verimliliklerle gerek\u00e7elendirilebilmektedir. Eski Y\u00f6nergelerde halihaz\u0131rda yer alan \u00f6rneklere ek olarak (\u00f6rne\u011fin ek m\u00fc\u015fteri hizmetinin sa\u011flanmas\u0131, \u00fcr\u00fcn lansman\u0131, reklam kampanyalar\u0131n\u0131n koordinasyonu gibi), bireysel distrib\u00fct\u00f6rlerin \u00fcr\u00fcn\u00fcn markas\u0131nda zarara yol a\u00e7abilecek teklifler i\u00e7in kullanmas\u0131n\u0131 \u00f6nlemek de RPM i\u00e7in bir gerek\u00e7e olabilmektedir. Ancak, bireysel muafiyet kriterlerinin kar\u015f\u0131land\u0131\u011f\u0131n\u0131 kan\u0131tlama y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fc sa\u011flay\u0131c\u0131ya\/tedarik\u00e7iye aittir.<\/p>\n

Rekabet Etmeme Y\u00fck\u00fcml\u00fcl\u00fckleri<\/h3>\n

Rekabet etmeme y\u00fck\u00fcml\u00fcl\u00fckleri, s\u00fcreleri belirsiz olmas\u0131 veya be\u015f y\u0131l\u0131 a\u015fmas\u0131 halinde VBER kapsam\u0131nda de\u011fildir. Bununla birlikte, yeni taslak VBER, distrib\u00fct\u00f6r\u00fcn s\u00f6zle\u015fmeyi makul bir ihbar s\u00fcresi ve makul bir maliyetle etkin bir \u015fekilde yeniden m\u00fczakere edebilmesi veya feshedebilmesi ko\u015fuluyla, z\u0131mnen yenilenebilir rekabet etmeme y\u00fck\u00fcml\u00fcl\u00fcklerini (yani be\u015f y\u0131ldan fazla bir s\u00fcre i\u00e7in) kapsamaktad\u0131r.<\/p>\n

Sonu\u00e7<\/h3>\n

Avrupa Birli\u011fi kapsam\u0131nda \u015firketlerin mevcut da\u011f\u0131t\u0131m s\u00f6zle\u015fmelerini yeni VBE\u2019\u2019e uyarlamak i\u00e7in 31 May\u0131s 2023\u2019e kadar s\u00fcreleri mevcuttur. Yeni da\u011f\u0131t\u0131m s\u00f6zle\u015fmeleri, muafiyet kapsam\u0131na girmek i\u00e7in yeni VBER\u2019in ko\u015fullar\u0131na uymak zorunda kalacakt\u0131r.<\/p>\n

Bunun yan\u0131 s\u0131ra, Birle\u015fik Krall\u0131k\u2019\u0131n Dikey Anla\u015fma Grup Muafiyeti Emri (\u201cVABEO\u201d \u2013 Vertical Agreement Block Exemption Order) de 1 Haziran 2022\u2019de y\u00fcr\u00fcrl\u00fc\u011fe girmi\u015ftir. \u015eirketler, bu ba\u011flamda Birle\u015fik Krall\u0131k ile ilgili da\u011f\u0131t\u0131m s\u00f6zle\u015fmelerinin art\u0131k bu ayr\u0131 kurallar kapsam\u0131nda g\u00f6zden ge\u00e7irilmesi ve muhtemelen d\u00fczeltme gerektirece\u011fini unutmamal\u0131d\u0131r.<\/p>\n

T\u00fcrk rekabet hukukunun mehaz\u0131n\u0131n Avrupa Birli\u011fi d\u00fczenlemeleri oldu\u011fu ve \u00f6zellikle \u00e7evrimi\u00e7i pazarlara T\u00fcrk Rekabet Kurumunun da son zamanlarda dikkatle incelemeye ald\u0131\u011f\u0131 dikkate al\u0131nd\u0131\u011f\u0131nda yeni VBER d\u00fczenlemelerinin T\u00fcrk hukukuna nas\u0131l yans\u0131yaca\u011f\u0131n\u0131 bekleyerek g\u00f6rece\u011fiz.<\/p>\n

Komisyon taraf\u0131ndan yeni VBER hakk\u0131nda yay\u0131nlanan bilgilere ili\u015fkin ba\u011flant\u0131 linki a\u015fa\u011f\u0131da yer almaktad\u0131r:<\/p>\n

https:\/\/ec.europa.eu\/competition-policy\/public-consultations\/2018-vber_en<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":26896,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[100],"class_list":["post-10264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-yayinlar","tag-sirketler-hukuku-birlesme-ve-devralmalar"],"yoast_head":"\nYeni AB Dikey Anla\u015fmalar Grup Muafiyeti T\u00fcz\u00fc\u011f\u00fc (2022)<\/title>\n<meta name=\"description\" content=\"1 Haziran 2022'de y\u00fcr\u00fcrl\u00fc\u011fe giren yeni AB Dikey Anla\u015fmalara \u0130li\u015fkin Grup Muafiyeti T\u00fcz\u00fc\u011f\u00fc'n\u00fcn T\u00fcrkiye Rekabet Hukuku ve dikey anla\u015fmalar \u00fczerindeki etkilerinin analizi.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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