The print and electronic media we are dealing with not only convey the static and current reports on day-to-day events, but also largely comprise the advertisements associated with a variety of products. The first intent that brand owners consider when advertising their products is to get maximum attention from the viewers and at the same time show that their brands are much better than the competition.

Almost all the brands we are talking about today have a joke that helps them to be recognized in the first place. These advertisements have taken the most important place in today’s world and form the most basic element of marketing strategies. However, with the advancement of science and technology, newer advertising techniques are seen regularly from time to time. The use of animations, digital signs and sound marks are just a few examples.

One such famous trend is the demonstration of scientific or laboratory observations in relation to the wide range of products ranging from toothpastes to cosmetics. Brand owners adopt various strategies to prove that their product is better than the other instead of proving that their product is the best. Comparative advertising is a marketing strategy in which a particular product or service specifically mentions its competitor to express the purpose of why its competitor is not superior to it. Comparative advertising is also defined as advertising in which two or more brands advertise against each other, leading the audience to a conclusion.

Intellectual property (IP) contributes enormously to our national and state economies. Dozens of industries across our economy rely on the proper enforcement of their patents, trademarks, and copyrights, while consumers use IP to ensure they are buying safe and secure products. IP rights are worth protecting, both at home and abroad. This is because;

(a) Intellectual property drives economic growth and competitiveness
(b) Strong and Enforced Intellectual Property Rights Protect Consumers and Families
(c) Intellectual property helps generate innovative solutions to global challenges
(d) Intellectual property rights encourage innovation and reward entrepreneurs

As creative professionals, we often have a good idea of ​​what happens to the things we create. For example, a web designer might look at a website and get a good idea of ​​what was used to design it. Also, a graphic designer can look at a logo and get an idea of ​​what tools were used to create it. But too often, we don’t understand what’s going on in the side creative professions. Here we are talking about the time used for each creative endeavor, the energy and effort that creative work requires, the actual capital and investment involved, and plus the education and professional experience associated with it.

One must be very sure that violating the intellectual property rights of others devalues ​​one’s own work. We are contributing to a culture that thinks there is nothing wrong while copying the creations of others without compensating them for it. Therefore, intellectual property rights are one of the most important aspects of the creative world and must be respected by those who are part of that world.

Comparative advertising is the form of advertising in which a comparison of goods and services is presented to consumers. Such comparative advertising is basically profit oriented as it aims to increase the number of customers who prefer the product over any other product available on the market. Under trademark law, the owner of a registered trademark generally has the right to use his trademark on products in such a way that his products or services gain a particular identity and thus distinguish them from others. any other product. Similarly, the owner of a trademark has the right to use his trademark for advertising purposes.

However, at a time when global competition is at its peak and with the risk of losing consumers, comparative advertising is in fashion. This raises the concern of consumers on the other hand. Therefore, it becomes the need of the hour to understand the law regarding comparative advertising.