Discover how comparative advertising can elevate your brand by highlighting product strengths over competitors, and learn the rules for successful implementation.

Summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

The potential for negative outcomes is a very real possibility when prominent non-professional service brands identify one other by name in their campaigns. Services advertisers who use strictly ...

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 ...

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 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 ...

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 ...

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 ...

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 ...