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 ...

Comparative advertising, also referred to as comparison advertising or competitive advertising, is a common form of marketing that involves making comparisons between different brands or products.

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, ...

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 ...

Companies have been using combative advertising since long before Boniva v. Actonel. But when is this sort of aggressive advertising appropriate? What are the risks and benefits? Should drug companies ...

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 ...

Using comparative claims in drug advertisements can make them more effective at persuading consumers that a drug is safer and more effective than the drug it’s being compared to, according to new ...

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 ...

Comparative advertising is a type of advertising in which one's own product or service is compared with a competing product or service. If such ads specifically mention or refer to the trade mark or ...

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 ...