Compare your offer with a competitor without breaking the advertising code

Meet the conditions for a fair comparison

Clause 7 of the code permits factual comparisons when a series of conditions is met. Among them, only facts capable of substantiation under the code's evidence rules may be used, at least one material, relevant, objectively determinable and verifiable claim must be made, and the products or services compared must have the same or similar characteristics and purpose. The advertiser also accepts responsibility for the accuracy of the research and claims.

In practice, compare like with like. Set a basic package against a basic package, use the same date for prices, and avoid picking a competitor's weakest product to make yours look better.

Avoid disparagement

Clause 6 deals separately with disparagement, and the code's guiding principle for comparisons is that products and services should be promoted on their own merits and not on the demerits of competitors. A factual comparison table is a different thing from mocking a rival brand, its staff or its customers.

Check headlines and visuals as well as the copy. A sneering image can undo a carefully worded table.

Prepare for a challenge

Assume the competitor will read the advert closely. Keep the evidence for every compared point, record the date you checked the competitor's offer, and plan to update or withdraw the comparison when either offer changes. A comparison that was true at launch can become misleading a month later if prices move.

If you cannot verify a competitor detail from a reliable source, leave it out rather than estimate it.

• Compare products with the same purpose and level.
• Use only facts you can substantiate.
• Date every competitor price or feature you cite.
• Keep the tone factual and free of disparagement.
• Review the comparison whenever either offer changes.