Review comparative ads before competitor references create avoidable risk

It can be used for either, but it is especially useful where the same comparison appears across several customer-facing materials. For example, you may have a landing page, paid ad copy, email wording and social posts all built around the same competitor comparison. In that situation, the legal issue is often not just one sentence in isolation, but the overall impression created across the campaign. We review the materials you provide for the agreed scope and comment on the main risk areas, rather than limiting the work to a single line of copy unless that is all you need checked.

The common trouble spots are usually unsupported superiority claims, selective comparisons, unclear comparison criteria, price claims that depend on hidden assumptions, and wording that could unfairly discredit a competitor. A claim can also become risky where the small print says one thing but the headline gives a stronger impression. We look at whether the comparison appears clear, balanced and capable of support from the material you provide. That includes checking whether the evidence actually matches the way the claim is likely to be understood by the audience seeing the advert.

We can look at both, provided you supply the supporting material. In comparative advertising, the legal position often depends on whether the business can back up the exact comparison being made. That might involve price data, product specifications, test results, feature tables or source material for rankings. We review that material at a practical level and comment on whether it appears to support the claim as presented. Where an external authority is involved, we will help you understand what may be needed for your situation. so a positive review is not the same as regulator approval or a promise that a competitor will not challenge the campaign.

Sometimes they are, especially where the comparative claim sits inside a wider promotion, giveaway or prize-led campaign. In those cases, the terms need to reflect the actual promotion mechanics and prize structure, and the legal review may need to consider more than the comparison wording alone. Permit requirements can vary depending on where and how the promotion runs. This service can flag where those issues appear relevant from the materials you provide, but it is not a permit application service and it does not cover running the promotion process for you.

It is commonly used by ecommerce brands, agencies, marketing teams, SaaS businesses and consumer-facing companies planning to compare themselves against a named competitor or a recognisable market alternative. Some use it before launch when a campaign includes side-by-side pricing or feature claims. Others come to us when a live campaign has raised internal concern or attracted competitor attention. It is a good fit where you want legal review of the actual materials and supporting basis for the comparison, rather than a general discussion about advertising law in the abstract.

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