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Comparative advertising and its limits
Montaury Pimenta, Machado & Vieira de Mello
  • Brazil
  • 05 February 2021

In an increasingly hostile market, companies have taken an innovative approach to advertising, seeking to ensure consumer loyalty. This has included comparing their products and services with those of competitors in an attempt to convince consumers that theirs are the best. However, is this type of advertising, which is (in theory) harmful to competitors whose products and services are shown as being inferior, allowed?

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