Guidelines On Comparative Advertising In Peru

The First International Forum on Comparative Advertising, organized by the Competition and Intellectual Property Local Agency - INDECOPI - and primarily directed to advertisers and advertising companies, was recently held in Peru.

The purpose of this Forum was to share the various approaches on comparative advertising and their relationship to different disciplines

Comparative advertising is not a commonly used tool.

There is fear, among advertisers, to include in their ads the competitor's brand or name without its authorization. Such fear is triggered, however, by the unawareness or uncertainty existing about regulatory provisions on comparative advertising.

The standards and guidelines which define the lawfulness of comparative advertising are similar in several countries of America and Europe.