As ever, marketers are fiercely competing for the most eye-catching promotions over the festive period and comparative advertising can be an effective way of doing this. So how far can retailers go if ...

Advertising which compares a company’s product with that of competing brands. Must be used with caution to avoid accusations of misrepresentation from competitors. Comparative advertising can be ...

The Limoncello and L'Oreal cases have shown the fine line firms must tread in presenting their products. Ville Patja and Sally Dunstan of Bristows investigate It has been another busy year in the ...

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 ...

A case from the European Court of Justice offers invaluable guidance for what is acceptable in comparative advertising, especially when it comes to comparing the prices of goods sold in different ...

Comparative advertising is a useful tool for a company to stand out in an increasingly competitive market. Keshav S Dhakad and Vaishali Mittal of Anand & Anand examine the advantages and the pitfalls ...