James O’Sullivan’s Blog

Most businesses that are worth anything have competitors vying to take a schelp of your cake. If you’re the small guy looking to take some customers from the market leader then you might consider comparative advertising. This method can be very effective if used correctly, however it’s important to adhere to the appropriate legalities or you may find yourself in very hot water. so here are some guidelines you may find useful.

1. Never be misleading
2. Compare like with like
3. Do not only pick what’s good in your product
4. Do not create confusion
5. Do not desecrate a competitor through trademark. eg eg Brand1 represented as a racehorse versus Brand2 represented as a donkey.
6. Any comparasions against a competitors product must be objective