The Principle of Legality of Comparative Advertising
DOI:
https://doi.org/10.25098/6.2.21Keywords:
Comparative Advertising, Misleading Advertising, Legality of Comparative Advertising, Non-confusing and Truthful comparisons.Abstract
This research offers an informed examination of comparative advertising using analysis as a research approach. The research's principal goal is to form a legal framework for the use of comparative advertising that includes marketing and promoting goods and the company's advertising. Comparative advertising influences consumer decision-making, behavior, and consumerism through the ethical principles of advertising. To establish rules for utilizing the names of other products, this research intends to investigate the moral requirements of comparative advertising as well as the effects of direct comparison advertising on customer behavior.
Advertising is significant in a competitive activity where it is necessary to decide between misleading information. Moreover, several fairness and objectivity requirements have been developed at the EU level through laws to distinguish between truthful and comparative advertising encourage free competition and consumer welfare, and avoid misleading the public about the origin of the goods or services offered. It is a tool for enhancing consumer trust and fostering free trade. This study explains and analyzes the legality of comparative advertising, a concise analysis of the law and the case. It considers legal defenses against unfair competition, and proceedings and analyzes the implications of applicable state law and various required amendments.
This study will divide into sections; the first section is divided to the extent of the legality of comparative advertising in legislation, jurisprudence, and the judiciary. The second is the condition one deals with for the validity of comparative advertising. Finally, it will evaluate the legal controls of comparative advertising.
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