When advertisers seek to promote their
product at the expense of another in
terms of quality, performance, sales,
price or other attributes, they face not
only a public cautious of their claims,
but also a broad spectrum of legal
rules. These include trade-mark law and
competition law statutes, common law
torts and self-regulatory mechanisms.
This thesis illustrates the variety of
legislation and jurisdiction surrounding
comparative advertising in both Canada
and the European Union, and, within the
latter, Germany and the United Kingdom.