Comparative advertising or advertising war is an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it. 

Also referred to as “knocking copy”, it is loosely defined as advertising where “the advertised brand is explicitly compared with one or more competing brands and the comparison is oblivious to the audience.”

This should not be confused with parody advertisements, where a fictional product is being advertised for the purpose of poking fun at the particular advertisement, nor should it be confused with the use of a coined brand name for the purpose of comparing the product without actually naming an actual competitor. (“Wikipedia tastes better and is less filling than the Encyclopedia Galactica.”)

In the United States, the Federal Trade Commission (FTC) defined comparative advertising as “advertisement that compares alternative brands on objectively measurable attributes or price, and identifies the alternative brand by name, illustration or other distinctive information.”  This definition was used in the case Gillette Australia Pty Ltd v Energizer Australia Pty Ltd. Similarly, theLaw Council of Australia recently suggested that comparative advertising refers to “advertising which include reference to a competitor’s trademark in a way which does not impute proprietorship in the mark to the advertiser.”

Comparative advertisements could be either indirectly or directly comparative, positive or negative, and seeks “to associate or differentiate the two competing brands”. Different countries apply differing views regarding the laws on comparative advertising.

Omar Uddin
Founder & CEO at UVision. Entrepreneur.
I’m an engineer, inventor, advisor and a serial entrepreneur with over 20 years of experience spanning public & private sectors building smart, scalable & secure technology solutions including web, mobile, cloud, IoT & AI based solutions.

I help startups and enterprise companies with scalability, security and quality issues within their platforms and build intelligent, next generation technology products. I advise high tech startups, businesses, enterprises, government contractors as well as corporations such as Microsoft & Google.

I focus on doing useful things with technology and AI to drive exponential impact for the future of humanity.

• Founded over 10 startups
• Developed multiple technology inventions related to AI
• Helped build several technology companies eventually resulting in acquisitions by Fortune 500 companies
• Contributor on an upcoming book “Disaster Resilience Management of Infrastructure Systems” to help educate future leaders on helping humanity become more resilient to natural disasters
• Recognized along with the leaders of Google, Microsoft, Amazon, Rackspace & others in a ranking of the Top 20 Cloud Solution Providers by CIO Review magazine in 2017

I am interested in transformative next generation technology solutions to improve people’s lives, businesses & the world and solving challenging & important problems using breakthrough technologies.

• Artificial General Intelligence (AGI)
• Artificial Intelligence, Machine Intelligence
• Sensors, Robotics, Drones, Computer Vision
• Virtual, Augmented & Mixed Reality
• CAD, GIS, Geospatial, Simulations
• Cryptography, Blockchain & Crypto-currencies
• Supercomputing & Quantum Computing
• 3D Printing & Autonomous Manufacturing
• Advanced Energy & Propulsion Technologies
• Nanotechnology & Advanced Materials

Categories: Podcasts

Omar Uddin

Entrepreneur. CEO of UVision

My name is Omar Uddin and I'm Founder & CEO of UVision.

I'm an engineer, inventor, advisor and a serial entrepreneur with over 20 years of experience spanning public & private sectors building smart, scalable & secure technology solutions including web, mobile, cloud, IoT & AI based solutions.

I help startups and enterprise companies with scalability, security and quality issues within their platforms and build intelligent, next generation technology products. I advise high tech startups, businesses, enterprises, government contractors as well as corporations such as Microsoft & Google.

I focus on doing useful things with technology and AI to drive exponential impact for the future of humanity.

My Profile - Book a time to talk with me Can I help you transform, innovate & grow?

Leave a Reply

%d bloggers like this: