Denigration

7 Denigration

Advertisements must not attack or discredit other products or services, people, advertisers or advertisements either directly or by implication.

Advertisers must not discredit competitors or their products by describing them in a derogatory way or in a denigratory tone of voice. This is particularly important in comparative advertising. While it is acceptable for an advertiser whose product has a demonstrable advantage over a competitor to point this out, care must be taken to ensure that the competitor’s product is not depicted as generally unsatisfactory or inferior.