The legitimacy recognition of comparative advertising is closely related to the production enthusiasm of operators and the protection of the rights and interests of consumers, and thus become an important factor that may affect market competition fairness and social sustainable development....

The issue of legality of comparative advertising has given rise to numerous debates. The reason lies in the fact that basically a comparative advertisement is likely to give more information than a usual advertisement and there may be likely abuse or it may be beneficial to the consumers. In...

We study firms’ voluntary disclosure in an oligopoly market for vertically differentiated products, where firms are allowed to advertise a rival’s product as well as their own products. When consumers are uncertain of product qualities, Board (2009)1) and Hotz and Xiao (2011)2) show that...

Advertising pervades society and has become a persuasive force working on collective mentality of the public affecting their behaviour. Advertisements create brand image and reinforce it time and again. Traditionally, advertisers sought to present their goods and services in the most favourable...

Comparative advertising is a daily phenomenon in the modern landscape of commercial communication. Interestingly, however, a deep dichotomy exists between the American legal doctrine on comparative advertising and its European counterpart. Whereas American lawyers have cultivated a rather...