All Articles in Comparative

Bisto complained to the ASA about two ads for competitor Knorr claiming “unbeatable scores for taste, appearance, consistency and aroma.” Did the claims stand up and did the ads disclose…

A dramatic road show and video set light to competing boards and panels used in building construction and compared their fire resistance. The brand that apparently came off worst sued…

A viewer challenged this big claim in a TV ad for a Metrocentre shopping centre. Metrocentre had substantiation of a sort, but did it satisfy the Advertising Standards Authority? Their…

In Lidl SNC v Vierzon Distribution, EU appeal judges analysed ads by French supermarket Leclerc. Based on pictured Leclerc and Lidl till receipts for 34 items, Leclerc claimed it was…

Leading Ireland retailer Dunnes Stores was sued by Tesco over allegedly misleading price comparisons. The High Court refused Tesco’s demand for a quick court order stopping Dunnes’ claims, but the…

When Ryanair put a Pinocchio nose on the Easy founder to supposedly criticise Easyjet’s flight punctuality, it must have expected a backlash, and sure enough, as Mark Smith reports, it…

What lessons can be drawn for future comparative advertisements from Starbucks’ unsuccessful challenge to Costa taste test-based claims? Are comparative advertisements now being given free rein, without the prospect of…

Allied Bakeries challenged Hovis’s “softest white” claim in various ads. Hovis had their survey, methodology and results ready when the Advertising Standards Authority came knocking, but did the tests withstand…

The concept was clever, simple and attention- grabbing: encourage punters to check out products in bricks and mortar retailers, but to actually buy them from the advertiser’s website. Harrods was…