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Comparisons: General
Also known as: comparative claims, identifiable comparisons, comparing products, price comparisons … The purpose of comparisons is usually to compare quality (“X is better than Y … share (“best-selling on the market”). When making comparisons such as this, the competitor
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Comparisons: Universities
comparisons with other institutions, whether about students’ grades, rankings, teaching, student … objective substantiation. Additionally, any comparisons with identifiable competitors must be … verifiable and comply with rules 3.33 – 3.37. Comparisons: Identifiable competitors and
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Comparisons: Verifiability
The ASA and CAP recognise that comparisons help give customers valuable information as well as … requires that comparisons with identifiable competitor products “must objectively compare one or … ). For general advice on making comparisons with identifiable competitors see Comparisons
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Comparisons: Basket of goods
A ‘basket of goods’ comparison involves a retailer comparing a number of items that a … sometimes the ad may imply that consumers can save all the time. A comparison between an individual product … goods comparison. The ASA has considered that a shopping basket survey, which would always be
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Comparisons: Identifiable competitors
Comparisons with identifiable competitors “must not mislead, or be likely to mislead … representative feature of those products” (rule 3.35). What makes a comparison … comparison ‘identifiable’? Whether a competitor or its products are identifiable will depend
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Broadband and Telecoms: Comparisons
The ASA has investigated, and upheld against, many comparisons made by telecoms companies claiming … superiority over competitors. Marketers intending to make any comparisons should consider how … comparison with identifiable competitors must also comply with Rules 3.33-3.40. Before making any
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Travel marketing: Comparisons
Travel marketers may wish to use a comparison to highlight a particular, or overall benefit of … are capable of objective substantiation. Additionally, any comparisons with identifiable … competitors must be verifiable and comply with other relevant comparisons rules (3.33 – 3.40). This
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Comparisons based on awards or surveys
advice on comparative claims, see Comparisons: general. Substantiation Comparisons with … “Best network for data” to be based on a comparison of a range of mobile-data-related … . Comparisons with identifiable competitors Ads do not need to explicitly identify the competitor
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Remit: Search engines and price comparison websites
On independent search engines and price comparison websites, the CAP Code covers paid-for results … such, are not considered ads for the purposes of the Code. However, if a price comparison website … comparison websites, even if natural results have been paid for they might not automatically be
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Rail-y useful advice on making environmental comparisons
you make a comparison between, for example, emissions from taking the train instead of driving - the … whether to drive or get the train would drive directly from one station to the other, a comparison … comparison, and it’s likely the ASA would consider that an unfair, unclear and misleading
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Shall I compare thee…? Making comparisons with identifiable competitors
When making comparisons with identifiable competitors, marketers must make them verifiable and hold … evidence to substantiate them. Read on to find out how to make compliant comparisons.
Making comparisons between your product or service and those of your competitors can be a great way … when looking at a comparison, it will be considered a comparison with an identifiable competitor … . Make sure that your comparisons comply with the Advertising Codes by following the advice below
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Voted the ‘best’? Comparisons based on surveys or awards
claims need objective evidence, and additional rules apply to comparisons with identifiable competitors … . Check this guidance before using awards or surveys to make comparisons, to make sure your ads do not fall foul of these requirements.
, using awards or surveys to make comparisons can sometimes lead to problematic claims and marketers … , comparisons with identifiable competitors must be verifiable. Objective claims require objective data … comparison. Even if the claim communicates the outcome of a survey which tested something subjective, such
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At the right price: making price comparisons with previous prices
in particular, so it’s essential that they can be confident that the price comparisons they see are … based on their reasonable assumptions about them. Price comparisons must make the basis of the … comparison clear and here’s a reminder of four key things to consider when making a comparison with a previous price.
in particular, so it’s essential that they can be confident that the price comparisons they … see are based on their reasonable assumptions about them. Price comparisons in ads must make … the basis of the comparison clear (CAP Code, rule 3.39) and the ASA are likely to take the
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Guidance on retailers’ price comparisons in marketing communications
Guidance for retailers on making price comparisons in marketing communications. Clear advice on how
Retailers regularly feature price comparisons in their marketing materials to assist consumers in … comparisons between individual products, or comparing a range of goods, such as a typical weekly shop
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Come on Down! Making Sure the Price is Right with your Price Comparison Advertising
Does your ‘basket of goods’ comparison compare similar products? Do you know your product’s … advertising a price comparison. Here are some key areas to remember.
Price comparisons are a fast way to communicate value to consumers or stand out amongst competitors … . It is important that any comparisons used in ads are based on correct and verifiable … state an RRP price. Comparing with competitors It is important that comparisons are made between
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ASA supports OFT's campaign to make the best use of price comparison websites
comparison websites, we've produced some top tips to help consumers make better use of price comparison sites.
comparison websites, we’ve produced some top tips to help consumers make better use of price … comparison sites. In the run up to Christmas everyone is keen to grab a bargain and price … comparison sites provide a great opportunity for consumers to find the best deals. The UK Advertising Code
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Back to School campaigns – Advice for marketers
comparisons to help them stand out from the crowd. Given that promotions need to be administered equitably … , promptly and efficiently and comparisons, particularly those made with an identifiable competitor
school spending spree. Bearing in mind the rules, particularly on promotions and comparisons, we … . Making a comparison? Remember, if you’re taking the ‘Back to School
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Make room for this advice on hotel advertising
. In addition to the relevant rules on pricing and comparisons in Section 3, the ASA will take the … : Availability. Comparisons If you’re making a comparison with competitors that can be … between them, so that the basis of the comparison is made clear. The details of the comparison must also
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A quick guide to comparative advertising
to support the comparison and ensure comparisons with identifiable competitors are verifiable. Here
understood as objective. For more on different types of claims, see here. 2. Is it a comparison … with an identifiable competitor? Comparisons with identifiable competitors are subject to specific … product that you are comparing with to be subject to the rules on comparisons with
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Green claims in advertising
hold robust evidence for any claims or comparisons of this type.
recycling claims. Is the basis of your comparison clearly stated? Fuel efficient cars are … . For example, if making comparisons regarding fuel performance or emissions, marketers should make it … comparison refers to, and supported by verifiable evidence accordingly. These rules also apply to fuel
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