Comparative advertising is a marketing tactic which helps to drive brand awareness by comparing their product or service to a competitor.

When executed correctly, comparative ads can successfully convince consumers to do business with one brand over another. But, this strategy requires care and attention, especially as companies may find themselves in the middle of a lawsuit.

In this post, we’ll delve deeper what comparative advertising is, give real-life business examples, explain the legality of using the strategy, and present pros and cons that you can use to make the best decision for your business.

As comparative ads focus on a specific feature or experience that comes with a product or service, you’re informing consumers about the factors they should keep in mind when making purchasing decisions.

As mentioned above, many countries have laws protecting consumers and other businesses from comparative ads.

You need to produce your ad with the utmost care and attention, otherwise, you may face legal action from your competitors. If you’re a big name brand, publications will likely report on it, which can also negatively impact your reputation.