Consolidated ICC code

Article E3 – Superiority and comparative claims

Any comparative claim should be specific and the basis for the comparison should be clear.
Environmental superiority over competitors should be claimed only when a significant advantage can be demonstrated.
Products being compared should meet the same needs and be intended for the same purpose.

Comparative claims, whether the comparison is with the marketer’s own previous process or product or with those of a competitor, should be worded in such a way as to make it clear whether the advantage being claimed is absolute or relative.

Improvements related to a product and its packaging should be presented separately, and should not be combined, in keeping with the principle that claims should be specific and clearly relate to the product, an ingredient of the product, or the packaging or ingredient of the packaging.


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