Legal Definitions - competitive advertising

Competitive advertising is a type of advertising that is used by companies to maintain their market share for a particular product. It contains little information about the product itself, but instead focuses on promoting the brand and highlighting its advantages over its competitors.

• A commercial for Pepsi that compares its taste to that of Coca-Cola.
• An ad for a Samsung phone that emphasizes its features over those of an iPhone.

These examples illustrate how competitive advertising works by directly comparing the advertised brand with its competitors. By highlighting the advantages of their product, companies hope to convince consumers to choose their brand over others.