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, ...

A comparative advertisement can have an active merchandising effect for one entity but at the same time can create negative consumers' opinions in respect of its competitors. Thus, regulation of ...

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 ...

Several rules have been applied to comparative advertising, for example competition law rules which regulate unfair competition (Section 159 of the Argentine Criminal Code, Section 10 bis of the Paris ...

The power of comparison: How ads stack up against each other [This is an AI generated image. Credits: Ideogram] Comparative advertising is believed to be a strategic marketing approach where a brand ...

The advert by Telkom Kenya that Scanad is asking the standards agency to withdraw has caught the attention of many people this week. It reminds me of the branding and advertising competition between ...

Despite conceptual benefits expressed for comparative advertising, most studies have found it relatively ineffective and lacking credibility. By means of a field experiment, the author explores the ...

Last week we blogged about a recent decision of the National Advertising Division of the Better Business Bureau, holding that two YouTube videos for Rayovac brand batteries misleadingly communicated ...

Comparative advertising has been one of the most widely researched advertising topics during the last 15 years. At the same time, its use has led to an unprecedented increase in private lawsuits. This ...

In Media Markt v eBay, the Court of Appeal of Brussels has clarified that comparative advertising that uses a third-party trademark, but does not meet the requirements of comparative advertising, does ...

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 ...

Recent reports that a broader tolerance for comparative advertising would be allowed in Turkey were slightly misleading. However, Turkey is ultimately expected to follow the EU regime Register for ...