Naming a rival in your own ad is a bold move. Comparative advertising does exactly that, setting your product against a competitor on price, performance, or features. It can sharpen a message and grab attention. It can also invite lawsuits.

Rules vary by country. In the United States, comparisons must be truthful and substantiated. In parts of Europe, comparative ads are permitted only under strict conditions and cannot discredit competitors unfairly. Japan and some other markets restrict the practice heavily.

Common comparison angles

• Price, cheaper than the alternative
• Performance, faster or longer lasting
• Features, more included in the base model
• Customer satisfaction, higher ratings

The strongest comparisons use verifiable claims. The weakest rely on vague insults that audiences dismiss and regulators investigate.