Does comparative advertising need to be up to date?

tesco

In its judgment of 10 October 2012 (case No I ACa 856/12),[1] the Appeal Court in Krakow found that comparative advertising may compare prices from a different dates, and that companies may continue their advertising even if the competitor changes the prices. It is only necessary to provide customers with precise information on the dates when the prices being compared were valid.

In the contentious advertisement, the operator of a chain of supermarkets, Tesco, compared the prices of a large number of fast-moving goods with prices applied by operators of various discount markets. The advertising campaign was carried out using the phrase “Discount prices” and included methods such as a promotional newspaper and many other forms associated within Tesco markets: posters, comparative price tags on the shelves and under particular products. Read more

Posted on by Michał Strzelecki in Competition