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 ...

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, ...

In 2023, the Federal Court of Canada released its decision in Energizer Brands, LLC and Energizer Canada Inc. v. Gillette Company (2023 FC 804). The decision clarifies some of the laws applicable to ...

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 ...

Answer: While we can’t provide any specific recommendations with knowing all the aspects of your particular situation, one thing you might want to think about comes from the basic research on ...

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 ...

The format and size of a shop counts when it comes to the comparative advertising of prices, the Court of Justice of the European Union (CJEU) has recently ruled. Such features must be clearly stated ...