Ten Tips Regarding Comparative Advertising

"Comparative advertising is an effective way to inform consumers about your product and how it compares to your competition. Competitors, however, are quick to respond to comparative advertising — no one wants the consuming public to think their brand is inferior.

Comparative advertising is entirely legal in the United States, but, as with any advertising, it cannot be false. The requirements of truthful comparative advertising are designed to protect the consuming public and ensure they can make informed purchasing decisions."

This article from Goodwin Procter LLP via Mondaq "will help you stave off challenges to your advertising or, if avoidance is not possible, to prevail in a challenge."