Introduction
Comparative advertising takes place when one trader’s business is compared to another trader’s business with reference to their trade mark or trade name. The advertisement usually presents comparisons of price and particular qualities of goods, intended to inform consumers that the second trader’s goods or services are somehow superior. The comparisons are most frequently made to the products or services of a leader in the market.
There are various ways in which a trader can undertake comparative advertising, including:
referring to a competitor by name;
referring to a competitor’s trade mark;
not referring specifically…



