Legality of Comparative Commercial Advertising

Abstract

The development and progress in various fields of trade and industry has played a major role in opening a wide horizon for different facilities for growth and occupation of many countries and markets that were not known before, and the multiplicity of types of products and services led to the need to find an effective way to link the product and the consumer so that the consumer trusts and is convinced of the quality of the products and services provided to him, and this means is advertising in general and commercial advertising in particular, the comparative commercial advertising has become at the present time a necessity that must exist for both the producer and the service provider and the consumer himself, and the comparative commercial advertisement did not have a prominent place among commercial advertisements because it was and is still in some legislation subject to dispute and non-recognition of its legitimacy, and comparative commercial advertising has passed through many stages, especially in France, and has been subjected to many criticisms and objections at all legislative, judicial and jurisprudential levels, But in the end, it was able to establish a foothold between the most important means of introducing products and services, as well as among other means of communication, so that it became the most important due to its advantages, especially in the speed and accuracy of information delivery compared to its counterparts to the receiving public, and it is also an effective way to introduce the consumer to market conditions and competing products and services of different kinds, and it also provides him with sufficient time to receive that information.