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 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, ...

Section 22 of the Canadian Trademarks Act prohibits the use of a registered trademark “in a manner that is likely to have the effect of depreciating the value of the goodwill attaching thereto”. The ...

Although in the past few decades comparative advertising has become widely used in countries such as the United States, in Argentina it is rarely used for the uncertainty and risk it entails, since ...

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 ...

Speaking at the 4A's (the American Association of Advertising Agencies) 1976 Annual Meeting, Stanley Tannenbaum, of Kenyon & Eckhardt, discusses what comparative advertising offers the consumer, as ...

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 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 ...

Kenya has a comprehensive set of national and international legislative frameworks that have a direct influence on the regulation of competitive advertising. The High Court recently dismissed Unilever ...