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, ...

Competitive advertising is an effort by at least one company to create a contrast between its product and the same or similar product offerings by competitors, according to Study.com. By establishing ...

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 can be a useful tool for marketers. It positions competing brands against each other and helps consumers make better choices. However, there are legal limits to comparative ...

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 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 ...

A decision by the High Court of Delhi has confirmed that the denigration of another brand in comparative advertising crosses the line, say Ranjan Narula and Daleep Kumar of RNA, Technology and IP ...

Comparative advertising is a useful tool for a company to stand out in an increasingly competitive market. Keshav S Dhakad and Vaishali Mittal of Anand & Anand examine the advantages and the pitfalls ...

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 ...