“We Are The Best” – When Does An Advertising Claim Become Risky?

Advertising claims such as “the best”, “the cheapest” or “the fastest” can be highly effective in attracting consumers’ attention, but their use may also entail significant legal risks. In its notice published on 24 July 2026, the Hungarian Competition Authority (Gazdasági Versenyhivatal, “GVH”) drew businesses’ attention to the proper use of market leadership claims and also published a new Gondolja Végig Higgadtan! / Think It Through Carefully! information booklet on the topic.

Market leadership claims are among the higher-risk types of advertising claims, as they suggest that the business demonstrably holds an outstanding position on the relevant market compared with its competitors.

Importantly, a market leadership claim is not limited to situations where a business generally presents itself as the market leader. Claims such as the “most popular service”, the “guaranteed lowest price”, the “largest stock” or the “widest selection” may also fall within this category where they