On Demand

Comparative Advertising: How to Distinguish Product Features & Avoid Denigration

1h 1m

Created on December 08, 2017




Businesses, marketers, and the attorneys they hire face many questions when it comes to product differentiation strategy. How can you find the best way to promote your product differences without crossing the line into product denigration? What are your remedies if your competitor has overstepped the bounds?

Join this entertaining program, presented by Amy Mudge, a Partner in Venable's Advertising and Marketing Practice Group, to discuss lessons learned from Lanham Act and National Advertising Division (NAD) cases, and best practices in comparative advertising.

Learning Objectives:

  1. Discuss the difference between ashcanning and product differentiation
  2. Distinguish between a puff and a "claim requiring support"
  3. Promote differences between specific products, rather than an unintended broader line claim
  4. Review your options for challenging competitor false advertising and selecting the most effective, efficient forum

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