Limitations of Comparative Advertising Permissibility: Denigration/Disparagement
نویسندگان
چکیده
منابع مشابه
Comparative Advertising
A firm introduces a product and consumers do not know how much they value it, while they know how they value a rival’s product. If the product is low quality, the firm will advertise detailed product information that enables consumers to determine their matches: it will not if it is high quality. By contrast, the rival would like to advertise match information about the unknown product only if ...
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Multiproduct Competition, Informative Advertising and Cognitive Limitations In several product categories, such as cereals, ice cream, and detergents, competing firms advertise a variety of products designed to meet the needs of their diverse consumers. Although consumers are exposed to thousands of such product advertisements in a day, they pay attention to only a very small fraction of these ...
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Only recently, competition authorities tend to agree on comparative advertising being helpful in promoting competition. They now encourage firms to use it. They reason that comparative advertising, if fair and not misleading, increases consumers’ information about alternative brands. For this to work, comparative claims must be credible. Competition policy and legal practice are essential in ma...
متن کاملComparative Advertising and Retailer Participation∗
Studies find that about 20-30% of all advertising is comparative in nature. Many of the comparisons are on products sold with the help of retailers. For a retailer, a manufacturer’s comparative ad campaign is a double-edged sword: an increase in its sales of the favored manufacturer’s product is often accompanied by a decrease in its sales of the product of comparison. In this paper, we conside...
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Although direct-to-consumer (DTC) advertisements for pharmaceuticals have been appearing in the mass media for 20 years, DTC advertisements for genetic testing have only recently appeared. Advertisements for genetic testing can provide both consumers and physicians with information about test availability in an expanding market. However, 3 factors limit the value and appropriateness of advertis...
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ژورنال
عنوان ژورنال: International and Comparative Law Review
سال: 2016
ISSN: 2464-6601
DOI: 10.1515/iclr-2016-0018