comparative advertising

noun

1. advertising in which a competing product is identified and compared unfavorably with the advertiser's product.

comparative advertising

noun

1. a form of advertising in which a product is compared favourably with similar products on the market

Word History and Origins

Origin of comparative advertising¹

First recorded in 1970–75

Example Sentences

However Aldi, said comparative advertising was a "well-established principle".

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Aldi said comparative advertising was a "well-established principle".

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Ross Petty, a professor of marketing law at Babson College, says the FTC endorsed comparative advertising because it preferred brands to compete with one other than with an unnamed competitor.

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"Comparative advertising encourages product improvement and innovation, and can lead to lower prices in the marketplace," the statement read.

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In Europe, comparative advertising is also legal although much more tightly regulated, says Petty of Babson College.

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