n Transactions of the Centre for Business Law - Conclusion and summary : Chapter 11

Abstract

It appears that the definition of comparative advertising by De Jager and Smith, embraces most of the forms of such concept encountered in South Africa and elsewhere. In essence such definition seems to reflect comparative advertising as being a technique of advertising involving direct or indirect comparisons between goods or services (whether well-known or not) of competitors (whether identifiable or not) or of other business enterprises (whether identifiable or not) in the course of trade or industry.