# Comparative advertising

URL: /systems/legal-and-corporate/floor/comparative-advertising · Id: `floorRow:comparative-advertising`

> Comparative advertising names a competitor only truthfully, substantiates every claim before it runs, and uses their marks only to identify them.

Comparative advertising names a competitor only truthfully, substantiates every claim before it runs, and uses their marks only to identify them.

| Property | Value |
| --- | --- |
| Wakes | A Page, Ad, or Message compares the Startup with a named competitor. |
| Process | [Content marketing](/workflows/processes/content-marketing) |
| Signs | [Legal Lead](/agents/legal/legal-lead), [Legal Team](/agents/legal) |
| Sources | Lanham Act § 43(a), 15 U.S.C. 1125(a); FTC Statement of Policy Regarding Comparative Advertising, 16 CFR 14.15; EU Directive 2006/114/EC, Art. 4 |