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 ...

The Bombay High Court on Tuesday has permitted German personal care company Sebamed to continue with its comparative advertisements naming Hindustan Unilever Ltd (HUL) soap brands Dove, Pears and Lux ...

Enrique Diaz and Dhania Portilla of Goodrich Riquelme y Asociados explain potential problems with the practicality and rigour of Mexico’s new guidelines on comparative advertising In recent years, the ...

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 ...

While comparative advertising has a direct impact on competitors, misleading commercial communications may indirectly affect third parties’ products and image, resulting in a tort of unfair ...

A recent decision in a dispute between Aldi and Dunnes Stores suggests that, despite the pointers from the CJEU, comparative advertising is a dangerous game to play in Ireland. Alistair Payne explains ...

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 ...

Editor’s Note: Donalt J. Eglinton is a member of the Business Litigation and Intellectual Property Practice Groups at Ward and Smith, P.A. Our commercial world generally consists of a free market ...

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 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 ...

As ever, marketers are fiercely competing for the most eye-catching promotions over the festive period and comparative advertising can be an effective way of doing this. So how far can retailers go if ...

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, ...