n Transactions of the Centre for Business Law - United Kingdom : Chapter 6
|Article Title||United Kingdom : Chapter 6|
|© Publisher:||University of the Free State|
|Journal||Transactions of the Centre for Business Law|
|Author||Adelheid Janse van Rensburg|
|Publication Date||Jan 2002|
|Pages||39 - 53|
Comparative advertising is not a new practice in the United Kingdom. But as opposed to the view held in the United States, the British were quite hostile towards such advertising. They were of the opinion that advertising should centre around images rather than facts. Their main complaint was that direct comparative advertising was of a negative nature, as well as impolite.
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