Comparative advertising is advertising in which a good or service is compared with competing goods and services. It is not banned outright in Turkey but is tied to strict conditions: the elements compared must meet the same need, be objective and verifiable, the competitor must not be disparaged, and the brand must not be directly singled out.
The trap fallen into most often in e-commerce copy is unmeasurable superiority claims. If a feature is said to be better, the measurement method and source have to be in hand; otherwise the claim cannot be supported in an advertising board review and a cease order can follow. A comparison made using a competitor's trademark, logo or well-known packaging additionally raises trademark infringement and unfair competition arguments. The safe route is to document and explain the measurable features of your own product.
The trap fallen into most often in e-commerce copy is unmeasurable superiority claims. If a feature is said to be better, the measurement method and source have to be in hand; otherwise the claim cannot be supported in an advertising board review and a cease order can follow. A comparison made using a competitor's trademark, logo or well-known packaging additionally raises trademark infringement and unfair competition arguments. The safe route is to document and explain the measurable features of your own product.
The trap fallen into most often in e-commerce copy is unmeasurable superiority claims. If a feature is said to be better, the measurement method and source have to be in hand; otherwise the claim cannot be supported in an advertising board review and a cease order can follow. A comparison made using a competitor's trad…
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