Comparative Advertising
What is comparative advertising?
Comparative advertising presents your product or service as superior to a competitor's. The ad may name the rival directly or only imply it, but customers can often work out who is meant. It gives prospects a direct basis for comparison, so they do not have to gather information from several sources.
The legal side
Every claim about the competitor must be objective and provable. False or misleading comparisons can lead to unfair-competition complaints. Rules vary by country: in the EU, comparative advertising is governed by Directive 2006/114/EC, in Spain by the Unfair Competition Act (Ley 3/1991), and in the UK by the Business Protection from Misleading Marketing Regulations 2008. Check the rules of each market where the ad will run.
Advantages
- Brand awareness. Placing your brand beside a bigger one can raise your profile, if you give solid reasons why you are the better choice.
- Better-informed customers. Buyers who have used the same product for years rarely research alternatives; a fair comparison gives them a reason to look.
Drawbacks
- Legal disputes. Any competitor who feels attacked can challenge you. Back up every claim with evidence.
- Reputation damage. Overusing it, or comparing yourself with much smaller firms, can look aggressive.
- Losing customers. You can put off prospects — and loyal customers — who find the tone unworthy of the brand.
As a rule: compare facts that can be checked, keep the tone factual, and let your strengths do the persuading.