My Dad's Better than Your Dad

My Dad's Better than Your Dad

Journal article

1 volume; 28 cm.

139 GB

Modern commercial practice dictates that businesses endeavour to differentiate their goods and services from those of their competitors in order to secure a commercial advantage. An increasingly fashionable method of achieving this is via comparative advertising, where a business makes favourable claims about its own goods and services, with reference to those of a competitor. Typically the advertisement will present the advertiser's products as being of higher quality or more attractively priced. However, comparative advertising does not offer carte blanche for businesses to show their competitors in an unjustifiably less favourable light. This article provides an overview of the legislative and industry frameworks that govern comparative advertising and outlines the current position in the UK following the two significant Court of Justice of the European Union (CJEU) rulings in O2 v Hutchinson and L'Oréal v Bellure NV.

Intellectual Property Magazine ; July 2010, pages 47-49.

London, England : Informa U.K., 2010.

eng