Comparative advertising is a marketing strategy designed to exploit a competitor’s product or service by doing a side-by-side comparison of two or more products. This common marketing method often involves either direct or indirect comparisons to distinguish a product’s offering while pointing out the shortcomings of another specific product. One popular form of comparative advertising is price comparisons. This is essentially done when one business advertises better prices for a particular product or service in comparison to another rival’s prices. Comparison advertising is legal, but there are requirements to meet in order to not be unlawful. For example, the ad cannot be misleading and must be a genuine like-for-like product comparison. Much of the time, comparison advertising will involve the use of visual content to drive the marketing message home to the audience.
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