Saying no can have a high price tag for ordinary Turks as pressure builds in the days leading up to an April 16 referendum on constitutional amendments designed to widely expand the president's powers.

On Feb. 2, the photo of a supposedly official document appeared on social media with Turkish Prime Minister Binali Yildirim’s signature. The document asked public employees to avoid using the word “hayirli” ("blessed" or "good"), which is very close to the Turkish word for "no," "hayir." The document asked employees to refrain from using "hayirli" until May so as not to confuse or influence voters.

For decades, conservative Turks have promoted the use of the word “hayirli" in daily greetings. It is widely used to wish someone a blessed Friday. Every Friday, Turkish social media is bombarded with messages and trending hashtags of #HayirliCumalar — "Blessed Friday." So it seems the Turkish language has pulled a little trick on conservatives cheering for a yes vote in the referendum.

The government promptly claimed that the document wasn't real, but of course people rallied against it anyway, and the ripple effects were significant. When Yildirim was asked about it by pro-Justice and Development Party (AKP) journalists, he angrily replied, “Whoever is spreading such fake news will be prosecuted.” His reaction backfired and ending up ensuring that coverage of the fake document spread across the media.