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Refuting a Competitor's Advertising Claim

Refuting a Competitor's Advertising Claim When comparative advertisements are used by competitors, they become lethal weapons. If a competitor's advertising claims appear to be deceptive, one must decide the best course of action, if any. Because the Federal Trade Commission FTC has decreased its regulatory activity in this area, companies need to consider other avenues of defense. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

Refuting a Competitor's Advertising Claim

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0275-6668
DOI
10.1108/eb039190
Publisher site
See Article on Publisher Site

Abstract

When comparative advertisements are used by competitors, they become lethal weapons. If a competitor's advertising claims appear to be deceptive, one must decide the best course of action, if any. Because the Federal Trade Commission FTC has decreased its regulatory activity in this area, companies need to consider other avenues of defense.

Journal

Journal of Business Strategy – Emerald Publishing

Published: Mar 1, 1987

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