Comparative advertising: what it is and how to manage risk. Oliver Fairhurst writes for the Compliance & Risk journal
03 April 2020
In highly competitive industries, the line between extolling the virtues of one’s own product and comparing it with others can be a very fine, and sometimes blurry, one.
Most advertisers will make claims about their products. Those claims might be straightforward, such as claims as to battery life, suitability for certain tasks or conditions, or relating to price. Other claims might suggest that the advertiser’s product is the best, cheapest or superior in some other way.
There is a category of advertising though that can be much more highstakes – comparative advertising.
You can read the full article here.