The Competition Board concluded its investigation on Coca-Cola by accepting the comprehensive commitments offered by Coca-Cola. So, what can Coca-Cola do from now on, and what can’t it do? Let’s take a look...

1. A New Era in Cooler Access

The cooler access rule is expanded significantly. In this context, the following practices will be implemented until the end of 2026.

• In all outlets similar to grocery stores, small markets, restaurants and eateries, each Coca-Cola cooler will open 35% of its space to competing products.  Coca-Cola products will not be placed in this space.
• All carbonated and non-carbonated non-alcoholic beverage producers without their own cooler at the outlet will be able to place their own products in this space, and competitors will be able to use their own price labels.
• Warning labels will be placed on each shelf in this space, indicating that the relevant section is reserved for competing products and that Coca-Cola products may not be placed there.
• Coca-Cola will warn outlets that fail to comply with the cooler access rule and, for outlets that continue to remain non-compliant, it will apply a gradual 10% reduction in order volume on each occasion.

• The 35% space allocated to competitors will be separated by a vertical divider.
• The glass surfaces of Coca-Cola coolers will not have any labels, coverings or similar materials which could prevent or restrict visibility of competing products.
• Coca-Cola will not provide any directions as to which competing products may be placed in the space allocated to competitors.

2. Cooler Efficiency Condition Terminated

• Coca-Cola will not place minimum annual case purchase conditions on outlets in return for providing a cooler. (To be implemented within 6 months following the notification of the Competition Board’s short decision.)
• The practice of issuing supplementary invoices to dealers where this criterion has not been met will be discontinued. (This practice will be terminated until the end of 2026.)

3. Comprehensive Changes to the Bonus and Target Systems

Significant changes are made in the target and bonus practices, as well. In this context;

• The bonus scheme for Coca-Cola area sales managers has been discontinued. Bonuses for field sales managers and sales representatives have been limited. (To be implemented in 2027.)
• Coca-Cola will no longer offer financial support to dealers for the latter’s employees. (To be implemented within 6 months following the notification of the Competition Board’s short decision.)
• Performance reporting practices for dealers’ employees will be terminated. (To be implemented within 6 months following the notification of the Competition Board’s short decision.)
• Outlets will be provided information concerning the applications that allow them to order directly from Coca-Cola. (To be implemented within 6 months following the notification of the Competition Board’s short decision.)
• Measures will be taken to strengthen dealers’ competition law compliance obligations. (These measures will be taken within one year following the notification of the Competition Board’s short decision.)

4. Transparency and Limitations for Investment Subsidies

• Coca-Cola’s annual investment budget will be limited to a certain percentage of the net sales turnover for the previous year. (To be implemented in 2027.)

The following commitments will be implemented within 6 months following the notification of the Competition Board’s short decision.)

• Subsidies such as awning, signboard and shelf investments provided to outlets will be based on objective criteria, independent of product purchase.
• Coca-Cola shall not condition these subsidies on the removal of competing products or coolers.
• Coca-Cola shall regularly provide information to outlets.

5. New Rules in Discount and Subsidy Policies

Changes are made to the discounts provided to dealers, as well The following commitments will be implemented within 6 months following the notification of the Competition Board’s short decision.)

• Coca-Cola will determine the discounts to be applied to dealers based on product categories, in accordance with independent and objective criteria.
• Discounts in a category will not be tied to the purchase, sale or display of products in another category.
• Free product subsidies in the water and mineral water categories will be completely discontinued. Free products, excluding water and mineral water, will only be provided to outlets whose annual purchase volume exceeds a specified threshold.

6. Previous Measures and Commitments concerning Coca-Cola Are Ongoing!

The obligations placed on Coca-Cola with the previous Board decisions are as follows:

• Coca-Cola may not sign exclusive agreements with outlets to have only Coca-Cola products available.
• Sales to outlets may not be tied to the sales made in the previous year.
• Instead of “General” agreements that include all of its product portfolio, Coca-Cola must conclude separate agreements for (1) “Cola drinks”, (2) “Other Carbonated Beverages” and (3) “Non-carbonated Products”.
• Other Carbonated Products category consists of the “flavored fizzy drinks” and “plain fizzy drinks” subcategories, while Non-Carbonated Products include the sub-categories of “water and mineral water,” “fruit juice and ice tea,” “energy drinks” and “sports drinks”.
• Discounts, rebates, and promotional incentives defined by Coca-Cola for outlets must be determined separately for the “Cola Drinks,” “Other Carbonated Products,” and “Non-carbonated Products” agreements, as well as for the subcategories of flavored fizzy drinks, plain fizzy drinks, water and mineral water, fruit juice and iced tea, energy drinks, and sports drinks. When an outlet buys product from Coca-Cola in a specific beverage category, Coca-Cola may not apply a discount to that purchase from a different category.
• With the exception of certain specific cases, Coca-Cola must limit the duration of its agreements to two years.
• A copy of the agreements signed is left with the outlet.
• For quantity-based agreements, in case the duration of the agreement signed exceeds two years, the outlet may terminate the agreement without the application of penalty clauses, by returning the investment made in accordance with the procedure of per diem deduction.
• In quantity agreements, the calculation method for determining the quantity and the total discounts and investments to be applied for the outlets is established in a way that does not lead to de facto exclusivity.
• The phrase “by making regular and continuous purchases” in the agreements may only be used in those agreements which provide cash investment (cash subsidies provided to the outlet). However, in agreements that provide cash investment and include this phrase, failure to comply with the phrase on the part of the outlet does not give rise to any penalty clause for the outlet.
• Coca-Cola annually informs outlets concerning these rules