Comparative Advertising: an Eye for an Eye Making the Consumers Blind
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Journal of Intellectual Property Rights Vol 13, January 2008, pp 19-27 Comparative Advertising: An Eye for an Eye Making the Consumers Blind † Rajat Mittal and Aishwarya Singh National Law Institute University, Bhadbhada Road, Barkheri Kalan, Bhopal 462 003 Received 29 August 2007, revised 13 December 2007 Healthy competition has the effect of bringing development. However, it turns ugly when it leads to downfall. Comparative advertising when used with mala fide intention and rancor in the market would only bring down the good product so as to mislead the consumers into buying the wrong products. In India, comparative advertising is rampant, ironically, with utter consternation; one has to accede to the fact that its laws are very bleak and superficial in India. This article throws light upon the legal structure of India with respect to comparative advertising. The article aspires for India’s acknowledgement to its callosity regarding the legal backbone of comparative advertising. The article further accentuates upon what reforms need to be imbibed in the field of comparative advertising and over strides any other mundane article by elaborating upon what lessons can be learnt from other developed nations in order to see ourselves as the ruling market in the world. Keywords: Comparative advertising, injunction, corrective advertising, consumer, advertiser, competitor, trademark In today’s fast moving and frenetic world, nobody has where a more direct and ‘head-to-head’ form of time to sit and contemplate on what is influencing his competition appears too tempting to resist. This is mind or to be more precise coercing his mind into exactly what the article envisages. It throws light on making a particular decision. Be it the appropriate the impact of comparative advertising in duping the college or the most suitable commodity one gullible and ingenuous consumers into buying the purchases. Is it the peer pressure, is it the product misleading product, encourages ethical advertising image or is it the quality? Ironically, the former two and envisages how imperative it is for India to seem to be the most influencing factors. One such strengthen its law on comparative advertising if it convincing medium is advertisements. If it is wants to carve its own niche in the world. A world- repeatedly screened on television or broadcasted on class legal system is absolutely necessary to support radio in a flashy and attractive way that the product an economy that aims to be world class. India needs you are purchasing is bought only by losers and that to take a hard look at its commercial laws and system the product the advertisement advocates is the one of dispensing justice in the commercial matters.2 that winners buy – are you sure you would not purchase the defamed product hesitantly? If it is Comparative Advertising: Pepsi started it, Coke shown that your favourite superstar prefers the answered it and Sprite laughed last 3 product A instead of B because B is costly, would it Known in the trade as, ‘Knocking Copy’ , make B abhorrent for you? The assumption that the comparative advertising is a technique by which a consumers are easily manipulated and the advertisers product is compared with a competitive product with 4 must therefore be policed has been prevalent for the intent of proving its superiority. In contrast, the several decades, and with the liberalization of more traditional advertising approach of promoting economies, today every representation of product or sales is based solely on the merits of a particular service is what ‘others are not’1 but how far should a product or service. To elucidate upon it in a better competitor be permitted to go when seeking to way, during the 1996 world cup cricket, Coca-Cola persuade consumers to purchase his products? The rigorously campaigned itself to be the ‘official cold legality of comparative advertising, perhaps, the drink of the Indian cricket team’ and then Pepsi came crudest form of Commercial Darwinism in this field is up with an advertisement saying ‘nothing official continuously being tested by competitors in situations about it’. According to the European Council _________________ Directive 85/450 of 10 September 1984, Section 2(2a) †Email: Corresponding author: [email protected] ‘comparative advertising’ means an advertising which Published in Articles section of www.manupatra.com 20 J INTELLEC PROP RIGHTS, JANUARY 2008 explicitly or by implication identifies a competitor or than the condition of truth are unjustifiable and goods or services of a competitor’. Directly using a therefore not to be imposed.7 It motivates producers to competitor’s trademarked product or service, or enhance the quality of their products.8 Further, it indirectly making a reference to competitor’s product increases competition by lowering barriers to market or services by insinuation or implication both are entry.9 Moreover, all consumers benefit from covered in this definition. comparative advertising10 as they are given better Generally, the main aim behind comparative options. Also, advertising enhances the potential for 11 advertisement is to promote one’s product at the increasing profits through market share gains. expense of another. This produces a situation of Comparative advertising is nothing but challenging clashing principles and generates debates on the the facts and is generally less misleading than one- legality of comparative advertisement. The reason lies sided advertising. One may say that his washing in the fact that ‘[t]ypically, comparative powder offers the best results but is not he more advertisements contain more or at least apparently convincing if he can prove its performance through an more information than normal advertisements….and objective test? Consumers are presented with a very the possible abuse or benefit to the consuming public wide choice and therefore have to be offered detailed is greater.’5 In addition, consumers seem to accord information of products. If comparative advertising greater importance to comparative claims than to non- caters to that need, then how can one object? comparative claims. Legislative authorities, courts, Consumers do not require commercial ‘songs of administrative agencies, researchers, and consumer’s praise’ but evidence, which at times is best, provided representatives often deal with the same in a direct comparative study. straightforward question: To what extent should the Historical Evolution: A Consequence of Capitalist comparative adverting be authorized or limited? The Tendencies answer lies in the articulation of the conflicting The struggle for acquiring the coveted supreme interest of the parties involved in comparative command has always existed. In the nineteenth advertising; the advertiser, the competitor and the century, it was amongst the rulers to rule till eternity consumer. Conflict between the advertiser and the 6 and in today’s hi-tech world the fight is to rule the competitor plays the most significant role. On one market. Commodities given by the market have hand competitors will be concerned for their goodwill always been inevitable for our survival. Be it the rich and on the other hand restriction on comparative class who want to agglomerate them and carry on advertising will not allow their advertisers to pursue with their flamboyance or be it the working class who the objective of informing the public about the need goods as bare minimum necessity. The qualities of their products and services in a way so consumer has always been craving for the best with that a consumer is more likely to buy them. least bit of expenditure following the Bentham’s Comparative advertising weakens the commercial philosophy of maximum pleasure with minimum loss. magnetism of other’s trademark. In earlier times, the products were scarce and so were However, dissenting from the popular belief, many not much in competition. The only thing, then, which might think it is difficult to follow the grounds on evaded manufacturers, was identification of their which the opponents of comparative advertisements products in the market. Gradually, the concept of base their arguments. Competition is ‘unfair’ by its registered trademark evolved. As time passed, nature and leaves no room for sentimental competition between commodities became fierce paternalism. The very reason competitor enters a making ‘product image’ important for the item to market is to eliminate as many competitors as survive in the market. All this led not only to possible and to acquire the largest possible market deliberate attempts for enhancement of one’s share. Comparative advertising verbalizes commercial product’s image12 but an intentional attempt to abase activity. If one is allowed to compete then why the competitor’s commodity so as to increase the shouldnot he be allowed to state against whom and former product’s market value. Manufacturers could against what he is competing and adduce evidence to go to any extent to launch their product in the market show that what he is offering is superior to what the in a grand way. One of the leading ways was others are offering? Comparative advertising simply advertisement. In the initial stages of advertisements, mirrors free market activity and any restrictions other the reference towards the rival commodity was not Published in Articles section of www.manupatra.com MITTAL & SINGH: COMPARATIVE ADVERTISING: AN EYE FOR AN EYE MAKING THE CONSUMERS BLIND 21 direct and explicit. Instead, the compared product was comparative advertisements were violative of law. On referred to as the ‘leading product’. In such cases, target the contrary, Germany, which was not very was never clear but reference was evident. However, apprehensive of comparative advertising in the early when in the field of advertisements, the dark road to stages, after Reichsgericht verdict in 1931,17 unfair use of registered trademarks was taken through prohibited even truthful negative advertising brazen and petty remarks over the rival product so as to (advertisements criticizing competitors).18 However, cause damage to its reputation and thrive on it, the with passing time it too became more flexible.