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 ...

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 ...

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, ...

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 ...

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 has been used by a number of reputable brands in many and varied sectors. BMW has gone tit for tat with Audi in a series of outdoor billboards, Burger King has done it to ...

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 ...

GlaxoSmithKline Consumer Healthcare India Ltd and Heinz India Pvt. Ltd recently brought out comparative ads in print and television claiming that their energy drinks—Horlicks and Complan, respectively ...