Professional Documents
Culture Documents
Advertising
(Ethics in
Advertising)
By
Comparative advertising:
presented brands of the same generic product or service class” and makes such
• there is a danger that once undertakings address the merits and inadequacies of
competing goods or services, they may be tempted to denigrate them or derive unfair
Characteristics of t
rue comparisons:
• Two or more specifically named brands.
claim.
allow firms to make “truthful and non-deceptive statements that a product has
not possess.”
• The Commission has supported the use of brand comparisons where the bases of
time and this form of advertising was considered as unfair market practice in the
past.
it is not misleading …;
it compares goods or services meeting the same needs or intended for the same
purpose;
representative features of those goods and services, which may include price;
it does not create confusion in the market place between the advertiser and a
competitor;
for products with designation of origin, it relates in each case to products with
it does not take unfair advantage of the reputation of a trade mark, trade
Conclusions:
potential and dangers if misused, it can develop into a powerful tool for the marketer,
making, and fill the gap in the consumers’ search for meaningful information.
products in a fair and equal manner goes a long way towards ensuring that
comparative advertising is fair and accomplishes its dual mission – that of educating
Thank you….