Colgate- Anchor Ruling on Comparative Advertising Use of "FIRST" and "ONLY"

The key to comparative advertising lies in the depiction of the rival goods in a discreet yet assertive fashion. India does not have in place dedicated statue governing the area of Comparative Advertising. However freedom of speech and expression as under the Indian Constitution, and the law of trademarks jointly govern the same..

Colgate-Palmolive (India) Limited vs. Anchor Health & Beauty Care Private Ltd 2009 (40) PTC 653 (Mad.) dealt in comparative advertisements. The issue involved whether a person can be injuncted from making any false, misleading or disparaging representations or from making any slanderous statements in showing, screening, exhibiting or telecasting commercial/advertisements with respect to products of any other person.