Effective Product Comparison Methods in Advertising

Contents:

• Prohibited comparisons in advertising materials
• The procedure for recognizing advertising as illegal and its possible consequences
• Effective use of comparisons in advertising in compliance with legal norms

Comparative analysis of your product with similar offers from competitors is a common method actively used in advertising campaigns. However, it should be remembered that if such advertising is complained about to the Federal Antimonopoly Service and is found to be illegal during an investigation, this may result in the imposition of fines.

In this article from the Skillbox Media editorial team "Marketing," we will share information with you about:

• Certain comparisons in advertising materials are unacceptable. Firstly, misleading or unsubstantiated statements that could create a false impression about a product or service are prohibited. For example, you shouldn't compare your product to competitors unless such comparisons are supported by real data or evidence.

  Also, avoid comparisons that may evoke negative associations. Mentioning the shortcomings of other products or companies may be perceived as inappropriate behavior. You should also be wary of comparisons based on subjective opinions that cannot be supported by facts.

  It is important to remember that any comparisons must be fair, accurate, and based on factual data to avoid violating laws and misleading consumers.

• Advertising can be deemed illegal for various reasons, including violating consumer protection laws, using false information, engaging in deceptive practices, or lacking the necessary permits. If an advertisement is deemed invalid, it can have serious consequences for the advertiser. In such cases, fines, the obligation to remove the advertisement, and even lawsuits from the injured parties are possible. In addition, the company's reputation may be damaged, leading to a decrease in trust from customers and partners.
• The correct use of comparisons requires adhering to certain rules that help clearly convey a thought and make the text more expressive. It is important to understand that comparisons not only help clarify the characteristics of objects or phenomena, but also create vivid images.

  First, you should choose appropriate and relevant objects for comparison. The elements being compared should be similar according to certain criteria so that the reader understands exactly what the analogy is. For example, when comparing people, you can rely on their characteristic traits, achievements, or behavior in certain situations.

  Second, it is worth paying attention to the stylistic coloring of the comparison. Using metaphors or analogies can make the text more lively, but it is important not to overload it with images so as not to distract the reader from the main idea. Comparisons can range from simple ("as") to more complex constructions, such as metaphors or allegories.

  Finally, you need to consider the context in which you use comparisons. They should be logical and fit seamlessly into the overall flow of the text, supporting its structure and not creating confusion. Skillful use of comparisons can significantly enhance the expressiveness and depth of your presentation, making it more memorable.

Prohibited Comparisons in Advertising Materials

Russian legislation does not explicitly prohibit the use of comparisons in advertising materials. The key point is that advertising must be honest and truthful, as emphasized in Article 5 of the Federal Law "On Advertising" No. 38-FZ.

Therefore, there is a risk of sanctions for such comparisons that may make the advertising message unfair and misleading. Most often, this category includes cases where advertising materials use superlatives, inappropriate comparisons, or mentions of competitors that may negatively impact their reputation. Let's consider each of these violations in more detail.

Using superlatives to describe a product, for example, claiming that it is "the best on the market," "the first of its kind," or "the most useful," is unacceptable without providing tangible evidence. Such formulations represent subjective opinions and may mislead consumers.

Let's consider a few examples. In 2025, a case was initiated against MTS due to their advertising related to home internet. The advertisement claimed that "MTS is the best home internet provider in Moscow," but the company did not provide any objective data to support this claim. The Federal Antimonopoly Service deemed the advertisement unlawful and banned its further distribution.

In 2024, regulatory authorities discovered a similar false claim in an advertising campaign for a Sberbank credit card. The financial institution claimed that its credit card was "once again named the best in the country," but provided no substantiation for this claim.

Incorrect comparisons. Comparing products based on inaccurate information, incorrect calculations, or false statements is prohibited, as the FAS points out.

Comparing dietary supplements with medications is a mistake, as they represent completely different product groups.

At the moment, it is inappropriate to compare competitors' products based on only one criterion. One could, of course, compare the prices of similar smartphones and claim that Company X's are cheaper. However, it's impossible to conclude that one device is superior to another without taking into account factors such as memory capacity, case materials, camera specifications, and a host of other features.

The law does not prohibit referencing competing brands in advertising materials. However, when comparing your products or services to those of other companies, it's important to use clear criteria and support your claims with relevant evidence.

The Federal Antimonopoly Service may classify advertising as unfair if it contains negative information about a competitor. For example, it's unacceptable to claim that Company X's yogurts are higher quality and healthier due to the lack of preservatives than Company Y's.

It's not always necessary to directly mention competitors in advertising—even indirect references may be considered unacceptable. For example, in 2018, the Federal Antimonopoly Service conducted an investigation into the slogan used in an advertisement for a Volgograd pharmacy: "Health is not a game of chance. Buy your medications from trusted pharmacies!!! New Volgofarm Pharmacy." A linguistic analysis found that the advertisement contained an unacceptable comparison of medications offered in different pharmacies, thereby undermining the business reputation of all other participants in the market.

The procedure for recognizing advertising as illegal and its possible consequences

The Federal Antimonopoly Service (FAS) oversees compliance with the Law on Advertising. This body has the right to independently conduct inspections of advertising materials and initiate investigations in response to complaints.

The Federal Antimonopoly Service (FAS) has the right to independently initiate an investigation if it detects signs of an offense. For example, an employee might notice an advertisement on social media and suspect it's illegal. Regarding the complaint system, the applicant must complete a form on the regulator's official website, providing information about who posted the advertisement and any aspects that may violate the law. The FAS then reviews the application and makes a decision within one month.

Anyone can file a complaint, including, for example, users who notice an advertisement online, as well as organizations that believe the advertisement negatively impacts their image.

If the Federal Antimonopoly Service determines the advertisement to be inappropriate, it will issue a corresponding order ordering the author to cease its distribution. This may take the form of removing a commercial from television or removing a street banner.

According to the first part of Article 14.3 of the Code of Administrative Offenses, the Federal Antimonopoly Service has the right to impose a fine on the person who committed the violation.

• from 2,000 to 2,500 rubles for private clients;
• from 4,000 to 20,000 rubles for government officials;
• For organizations, the amount varies from one hundred thousand to five hundred thousand.

In addition, according to Article 38 of Federal Law No. 38-FZ, the Federal Antimonopoly Service has the right to apply to the courts to oblige the violator to publish a refutation of false advertising. This refutation is usually referred to as counter-advertising. The advertiser must, at its own expense, place it in the same locations where the advertisement was originally presented, whether on a website, TV channel, or billboard.

In 2024, the Federal Antimonopoly Service (FAS) found Alfa-Bank's advertisement, which claimed "The best deposit rate in the country is 15%," to be false. As a result, the regulator fined the bank and required it to remove the advertisement from the air. Furthermore, following the FAS's filing of a lawsuit, the Moscow Arbitration Court ordered Alfa-Bank to place counter-advertising on two radio stations and ten digital billboards located in four Russian cities.

Effective Use of Comparisons in Advertising in Compliance with Legal Norms

Advertising legislation defines the basic principles according to which certain actions can be classified as violations. In this regard, the Federal Antimonopoly Service (FAS) analyzes each situation individually. However, there are recommendations that can help minimize the likelihood of inspections and fines. We have compiled these tips based on the explanations provided on the FAS official website.

Be sure to indicate the source of the data. When comparing a product or service with other similar offerings on the market, clarify the basis for your conclusions. Examples include the results of tests, surveys, or conducted research.

You can say:

• According to information provided by the Speedtest service, our internet speed exceeds our competitors' by 15%.
• "According to the Forbes rating, our bank will take first place in 2025."

You can't say:

• "The fastest internet for home."
• "The most outstanding bank in Russia."

Avoid negative statements about competitors. Don't directly or indirectly claim that your product is superior to other companies' products. Instead, it's better to describe the characteristics of your product in a neutral manner.

You can say:

• "Our products use only natural ingredients."

You can't say:

• "You can find chemicals in other stores, but we offer only natural products!"

Make comparisons carefully. When you intend to compare your product with similar products from competitors, it is important that the parameters by which you compare are identical. Don't forget to take other important features into account, too.

You can say:

• "According to research conducted by Rospotrebnadzor in 2024, our washing powder demonstrates 20% greater effectiveness in removing stains."
• "The amount of RAM exceeds that of most smartphones in the price segment up to 30 thousand rubles (according to GSMArena)."

You can't say:

• "Our washing powder outperforms others in terms of effectiveness."
• "Our smartphone has the largest memory capacity."

Avoid mentioning competitors. While there is no law prohibiting this, to minimize the risk of legal issues, it is preferable not to link to or mention other companies.

You can say:

• "We deliver pizza in just 15 minutes."
• "We don't charge any hidden fees."

You can't say:

• "Better than Dodo Pizza!"
• "Beeline charges a hidden 5% commission, unlike us."

If you have any doubts about the legality of your advertisement, you should consult a lawyer before publishing it. You can also submit a request to the Federal Antimonopoly Service, using its official website or the Gosuslugi platform, and ask for an assessment of the advertising material.

Do you advertise? In that case, articles from the Skillbox Media Marketing team may be very useful for you.

• Advertising legislation for marketing professionals: how to call clients, send them emails and SMS, while adhering to safety rules.
• Native advertising is a format that organically blends into the content of the platform on which it is placed, without causing a feeling of intrusion in the user. Unlike traditional banner ads, which are often ignored due to their bright and conspicuous nature, native advertising aims to create a more natural interaction with the audience.

  The main goal of this approach is to attract consumers' attention without distracting them from the main content. This is achieved by using similar styles, formats, and themes, which helps the ads appear as part of the overall flow of information.

  When users encounter banners, they may instinctively ignore them, which is called banner blindness. Native advertising, through its integration into content, circumvents this problem, generating higher levels of engagement and interest. This approach not only improves advertising perception but also promotes its effective reception by the target audience.

• A comprehensive guide to outdoor advertising: exploring one of the oldest methods of promoting goods and services.
• Targeted advertising is a method of promoting goods and services that is focused on specific groups of users. The basic idea behind this type of advertising is that it targets an audience that is most likely to be interested in the offer, based on various criteria such as age, gender, geographic location, and interests.

  The mechanism behind targeted advertising is quite complex. Advertisers create ads and set the parameters by which the audience will be selected. Then, algorithms from platforms such as social networks or search engines analyze user data and display ads to those who meet the specified criteria. This can significantly increase the effectiveness of an advertising campaign, as the target audience has already shown interest in similar products or services.

  As for the potential earnings from targeted advertising, it can vary depending on several factors, such as the amount of investment, the quality of the advertising content, and the level of competition in a particular niche. Successful advertising campaigns can generate significant profits, however, as in any business, there are risks, and the results can be unpredictable.

• Product placement, also known as product placement, is a method of promoting products or services by seamlessly integrating them into content such as films, TV shows, or video games. This approach differs from traditional advertising formats because it does not directly evoke the impression of advertising in the audience.

  There are several types of product placement. First, there is overt placement, when the product is actively demonstrated and discussed by characters. Second, there is background placement, where the product only briefly appears on the screen, without attracting much attention. The third type is the use of brands in the story, where the product becomes an important part of the story, for example, through its functionality or symbolism for the characters.

  Regarding the effectiveness of product placement, research shows that this method can significantly increase brand awareness and evoke positive associations in viewers. Because this approach is not perceived as intrusive, it allows for a more natural introduction of the product into the minds of consumers, which in turn can foster loyalty. However, like any other method, product placement requires careful planning and an understanding of the audience to be successful.