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Review Use of Comparative Advertising

Comparative advertising is advertising that compares the advertiser's products or services, and the products or services of one or more identifiable organization(s) or of the marketplace as a whole.

Examples of comparative advertising include:

  • Product or service characteristics
  • Value
  • Performance
  • Consumer preference
  • Market share
  • Sales origin
  • Availability

The comparison must be a fair and factual comparison of similar properties, features, ingredients, benefits or performance between one product or service and one or more other products or services. An advertisement must not create an unsupportable negative general impression of the compared-to product or service beyond the factual comparison being made. In the US, comparisons must follow the FTC rule which requires advance scientifically verifiable proof of the claim’s validity.

All comparative advertising should be approved by your company’s legal department.  See our proposed guidelines for further considerations.