By Yasmine EDDAM
4 May 2025
Comparative advertising is a powerful commercial communication tool, attracting interest from advertisers and suspicion from competitors alike. By comparing the characteristics or prices of goods or services with those of a rival company, comparative advertising can help consumers make the right choice, but it can also lead to unfair or misleading practices. Navigating this field requires a precise understanding of the rules laid down, in particular by the Consumer Code, so as to exploit the advantages of comparison shopping without falling foul of the law. This delicate exercise involves complying with a set of strict conditions, on pain of potentially heavy penalties. This article explains the applicable legal framework and the precautions to be taken. What is comparative advertising? Before looking at the nuts and bolts of comparative advertising, it is important to understand exactly what it means under French law. Its definition and primary objective are essential if we are to understand the limits...
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