Comparative advertising is when an advertisement of a product or service specifically mentions a competitor by name for the sole purpose of showing why the competitor is inferior to the product naming it.
Comparative advertising is, contrary to popular belief, not banned in South Africa, but has many conditions.
We interviewed Branding and Advertising expert Andy Rice about examples from the United States and whether or not comparative advertising work.
Listen to the audio (scroll down) for more detail.
The Trademark Act says you cannot use the registered trademark of another company without their permission. That is why we don’t see a lot of comparative ads in South Africa.— Andy Rice (branding and advertising expert )
Comparative ads in the US are blatant.— Andy Rice (branding and advertising expert )
Comparative advertising works, if its not too negative. The trouble is that brands are becoming functionally similar.— Andy Rice (branding and advertising expert )