What are the rules for comparative advertising?

Comparative advertising is when a company advertises its product or service by comparing it to one or more competing products or services. In California, comparative advertising is governed by the rules in the California Business and Professions Code. In order to be legal, comparative advertising must be truthful and not mislead the consumer. The advertisement must accurately compare the material facts of the competing product or service and must not be confusing to the public. In addition, any comparative claims made must be supported by reliable research. Furthermore, the advertisement should not include false or disparaging claims about the competing product or service. And finally, the advertisement should clearly state the basis for the comparison. Comparative advertising provides the consumer with valuable information, but companies must take caution to ensure that their advertisements comply with the law. If a company fails to comply with the rules and regulations set forth in California’s Business and Professions Code, it could face civil liability and penalties.

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What are the rules for comparative advertising?

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