Small Businesses and Comparison Advertising Strategies: Is it Worth the Risk?

  • Karen Russo France West Virginia University
  • Paula Fitzgerald Bone West Virginia University
  • James W. France Buchanan Ingersoll, P.C.

Abstract

Research shows that comparison ads can be particularly effective for businesses with relatively small market shares. However, there are legal risks associated with such strategies. Therefore, in this article we overview constitutional law, common law, and statutory law as they relate to claims made about competitors in comparative advertising. We carefully explore First Amendment rights and then examine the various causes of action in deception suits and Section 43a of the Lanham Act. We conclude with suggestions for the small business owner using comparison advertising to gain market share.

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Published
1996-01-11
How to Cite
FRANCE, Karen Russo; BONE, Paula Fitzgerald; FRANCE, James W.. Small Businesses and Comparison Advertising Strategies: Is it Worth the Risk?. Journal of Small Business Strategy, [S.l.], v. 7, n. 1, p. 81-98, jan. 1996. ISSN 2380-1751. Available at: <https://libjournals.mtsu.edu/index.php/jsbs/article/view/331>. Date accessed: 21 july 2019.
Section
Articles