Fragen & Antworten

What does comparative advertising mean?

Comparative advertising means advertising praising. Thereby, one´s own offer is highlighted and connected with the referral to a person, good or service of one or several explicitly mentioned or at least recognisable competitors. As no one emphasizes disadvantages of one´s own service, this referral pursues the purpose of highlighting one´s own offer as being better. The guidelines for comparative advertising contain a catalogue of conditions. If the contained negative prerequisites are fulfilled, comparative advertising is admissible. The UWG implemented this “catalogue of conditions” with the amendments 2007 and 2015.

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