When a company points out its own advantage, or a competitor's weakness, in its advertising by making direct or indirect references to the competition, it's called comparative advertising. In 1979, ...

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 ...

Two recent decisions of the National Advertising Division of the Better Business Bureau provide helpful insights into how product performance comparisons should (and should not) be crafted to be ...

Comparative advertising is a type of advertising in which one's own product or service is compared with a competing product or service. If such ads specifically mention or refer to the trade mark or ...

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 ...

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 ...

A recent decision in a dispute between Aldi and Dunnes Stores suggests that, despite the pointers from the CJEU, comparative advertising is a dangerous game to play in Ireland. Alistair Payne explains ...

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 ...

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 ...

Answer: While we can’t provide any specific recommendations with knowing all the aspects of your particular situation, one thing you might want to think about comes from the basic research on ...