A Diamond is Forever. What About Your Advertising Claim?

An advertising slogan like "A Diamond is Forever" may be eternal, but the same cannot be said about some comparative advertising claims. If a company advertises its product as superior to a competitive product, the ad claim may need to be re-assessed and potentially modified or withdrawn if the competitor upgrades or begins selling a new product. The risks of not updating advertising claims become even greater if a company advertises that its product is better than all other competitive products in the market, thereby dramatically expanding the range of products that should be monitored to determine if the ad claim is still true.

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