Businesses constantly search for the competitive edge that will
see them outlast and outcompete their competition. Comparative
advertising is a technique often used to highlight that competitive
edge and to promote the superiority of a product or service.
However, if your comparative advertisement depicts inaccurate,
false or misleading information, you may be found to be in breach
of the Australian Consumer Law.
What is it?
A comparative advertisement is a direct challenge to a
competitor's product or service. Businesses will often make
comparisons between their own product or service and a competitor
product or service on the basis of:
- size or volume;
- quality;
- price; or
