Publicité comparative

La publicité comparative est une forme de publicité, apparue dans les années 1930 aux États-Unis, dans laquelle un produit est mis en comparaison avec un produit de la concurrence, en vue de mettre en valeur les avantages du premier. Elle ne fait pas l'objet d'une acceptation universelle.

Par pays

Suisse

Article connexe : Publicité mensongère#Suisse.

Union européenne

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Le Conseil de l'Union européenne a adopté le une position commune définissant la publicité comparative comme « toute publicité permettant d'identifier, de façon directe ou indirecte, un concurrent, ou les produits ou prestations de services offerts par un concurrent ».

Cette définition a été incluse dans la directive 97/55/CE du (art. 2, n° 2a), modifiant la directive n° 84-450 du , relative au rapprochement des dispositions législatives, règlementaires et administratives des états membres en matière de publicité trompeuse.

Enfin, la directive 2006/114/CE du a renforcé les conditions d'application en matière de publicité trompeuse et de publicité comparative en Europe.

France

Article détaillé : Publicité comparative en droit français.

Notes et références

Annexes

Bibliographie

  • Franck Cochoy, « La publicité comparative, ou comment se faire justice à soi-même en passant par le droit », Revue française de sociologie, 47-1, 2006, p. 81-115 (en ligne).

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