All Articles in Comparative

It wasn’t the first time that The Sun had used pictures of the cover of IPC’s ‘What’s On TV’ in ads promoting the daily’s competing free TV guide. And it…

Mobile telecoms provider O2 took a rival 3G service provider to court over comparative advertising. But once again a Chancery Judge refused to grant an injunction to ban ‘knocking copy.’…

NZ retailer Benchmark put competitor Mitre’s brochures outside Benchmark stores. Benchmark stickers on the brochure pages compared Benchmark’s prices with Mitre’s. Mitre sued. We report at   Topic:  Comparative advertising Who: …

Ocado claimed to be the only grocery deliverer offering one hour time slots and delivery straight to the kitchen. Food Ferry of central London said they had been doing both…

Conservatories and baby wipes were the products in focus in two recent Advertising Standards Authority decisions on superlative claims. We report the verdicts and the lessons at   Topic:  Comparative…

In a press campaign Subaru compared its diesel Forester with petrol competitors for economy and the petrol version with diesel competitors for performance. Fair comparison? For the ASA verdict go…

As if it wasn’t bad enough for The Number to have to pay up £40,000 to settle a copyright infringement claim by BT over comparative advertising, it also had to…

So is Asda Shades toilet tissue ‘better, softer, thicker and longer’ than Andrex? Kimberley Clarke (Andrex) asked the Advertising Standards Authority to adjudicate. The ASA reached one conclusion, then changed…

Every batch of Advertising Standards Authority case reports, every fortnight, contains challenged superlative claims. How did ‘First for service’ and ‘The North’s principal auction house’ fare this time around?  …

The ASA says ‘top’ is mere puff and CAP says ‘best’ is an objective superiority claim. Are they both right and is CAP copy advice unbeatable?   Topic:  Comparative Advertising Who: …

An excellent result in a blind challenge test amongst hundreds of retailers against competing products was spoilt by copy in a trade ad for ICI’s Dulux Trade paints.   Topic: Comparative…