Can you name a competitor in UK advertising?
You can name and compare against competitors in UK ads, but the comparison must be of products meeting the same need, compare verifiable and representative features, and not mislead or unfairly denigrate the rival — comparative advertising is legal precisely because it informs consumers, so the bar is accuracy, not silence.
What does "like-for-like and verifiable" actually mean?
Compare products that serve the same purpose, on features that are real, relevant and objectively verifiable. State the basis (what, when, which products) so a consumer — and the competitor — can check it. "Cheaper than Brand X" needs a defined, current, like-for-like basis.
Can selective facts still mislead?
Yes. Cherry-picking a flattering metric while ignoring a material disadvantage can mislead even if each individual fact is true. Comparisons must give a fair overall impression.
What about denigration and trade marks?
You may reference a competitor's trade mark in honest comparison, but not discredit or take unfair advantage of it. Tone matters: factual comparison is fine; disparagement isn't.
FAQ
- Is it legal to name a competitor?
- Yes, in honest, verifiable, like-for-like comparisons.
- Do I need to keep evidence?
- Yes — comparisons must be verifiable, so hold the supporting data and keep it accessible.
- Can I compare prices?
- Yes, on a clear, current, like-for-like basis that a consumer can verify.
Clearance flags unverifiable competitor comparisons and disparagement risks.
Related rules
- What are the UK rules on pricing claims and sale prices?"Was £99, now £49", RRP and "from" prices — the UK rules on reference pricing and how to avoid misleading savings claims.
- What are the UK rules on testimonials and reviews in ads?The rules for testimonials, star ratings and "as reviewed" claims — what you must hold on file and what misleads.
- Can you say "guaranteed" in UK ads?"Guaranteed results" is one of the most upheld claims in UK advertising. When you can use it, when you can't, and safer wording.
This article is general information about publicly available UK advertising rules, not legal advice. Rules change — always check the current codes at source or take professional advice before publishing. Clearance is an independent tool and is not affiliated with the ASA or CAP.