Comparative advertising means that you directly compare your business or product to a competitor's offering. This ad approach is commonly used by companies in a competitive positioning strategy. In ...

Comparative advertising, also referred to as comparison advertising or competitive advertising, is a common form of marketing that involves making comparisons between different brands or products.

Advertising to a competitor’s customer base is nothing new. However, targeting those customers through social media algorithms is relatively new ...

Comparative advertising can be an effective marketing tool to tout product benefits vs. competitors, but consumers shouldn’t need to read confusing fine print disclaimers and whip out their ...

Comparative advertising makes reference to a competitor or competing goods or services explicitly or implicitly. This type of advertising is only considered to be lawful when it is not misleading and ...

Iron Chef' is a program where top-tier chefs compete against each other.However, if the Iron Chef uses beef and the challenger uses fish, it is not a fair fight. This is because it becomes an endless ...

A case from the European Court of Justice offers invaluable guidance for what is acceptable in comparative advertising, especially when it comes to comparing the prices of goods sold in different ...

IP law balances protecting individuals and companies from unfair use of their endeavours with promoting healthy competition – and comparative advertising clearly demonstrates this balance IP law is ...

The High Court recently dismissed Unilever’s appeal against a Standards Appeal Council decision, denying it the right to continue using the terms “10X cavity fighting” in its Pepsodent toothpaste ...

Comparative advertising is therefore prohibited if it uses false, derogatory statements about a competitor's goods, services or business in a damaging/defamatory manner, amounting to trade libel; or ...