Context
CAP has published guidance to help firms ensure they are complying with the Advertising Codes when comparing their products or services with those of one or more competitor.
Key points to note
Making comparisons between your product or service and those of your competitors can be a great way to make your brand stand out in the marketplace, and help consumers decide which product or service is best for them. If the audience is able to name at least one competitor or competing product when looking at a comparison, it will be considered a comparison with an identifiable competitor.
The guidance includes detail on the following activities you would be expected to carry out when making comparisons:
- Hold evidence: Unless it is an obvious exaggeration (‘puffery’) or a claim which will not be taken literally by the average consumer, you must not make any comparisons unless you hold evidence which substantiates them. The type of evidence needed will depend on the claim made, and how it will be understood by consumers.
- Compare similar products: Comparisons with identifiable competitors must compare products meeting the same need or intended for the same purpose (CAP Code rule 3.34).
- Make the comparison verifiable: The Code requires that comparisons with identifiable competitors are verifiable (Rule 3.35).
Next actions
None – for information and awareness.