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.

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 ...

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 involves the explicit or implicit comparison of a brand’s offering against one or more competitors on specific attributes. This strategy can enhance message distinctiveness, ...

The format and size of a shop counts when it comes to the comparative advertising of prices, the Court of Justice of the European Union (CJEU) has recently ruled. Such features must be clearly stated ...

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 ...

What’s in a name? Apparently everything, especially if that name happens to be that of your competition that you use at will. You just might be dragged into a lawsuit. This is exactly what happened ...