What is comparative advertising? Comparative advertising is where companies like to pit their product features next to other well known competitors in an effort to differentiate their product. You have probably seen this in a table format with product features listed along the right with check marks showing which product holds which features. This is usually occurs when either the company sees particular features they hold to be a competitive advantage, or simply because their name is not as strong as the other leading competitors.

So this brings up a few questions to consider.

1. Should I do comparative advertising? What are the pros and cons?
2. Are there any legal ramifications for using competitor names and what are the legal considerations for the claims you make about your competitor’s product?

Let’s briefly tackle them here.
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