Comparative Advertising

I've just seen an ad for Roundup weedkiller which featured another product (ICI's Weedol) complete with their logo and packaging comparing the benefits of Roundup against it.

I thought this style of advertising was not allowed in the UK. Has this changed?

As an aside - in the US you can see a BMW featured for 9/10 of the ad, only to be overtaken in the final shot by a Mercedes - the car actually being advertised.

I think you're allowed to compare on specific things that can be proven. "roundup kills weeds twice as fast as weedol" but can't simply say "mcdonalds is nicer tasting than burger king."

Same with the Asda adverts, they are comparing a specific thing, namely price.

Ah I did wonder, I've just seen the ad that Gavin mentioned.

The ASDA adverts have been shelved following criticism from the ASA that they are misleading... Morrison's complained.

Most people in the UK don't like adverts that directly cirtisise the competition as its seen as dirty.... I don't know if that view has changed with the explosion of price comparison websites but you used to get "Nothing works faster than new Anadin Ultra..." (if that's the case use nothing )

Edit: Forgot the link
http://www.guardian.co.uk/media/2008/may/21/asa.advertising1

That appears to be just the print campaign.

that's what I get for not reading it fully!

I'll try again, as my original post here appears to have been misplaced, even though I checked the Terms & Conditions and it didn't breach any of them.

Rather than try to reproduce all the details here, I would draw the honourable gentlemen's attention to section 5.4.6 of the code.

I'm glad you reposted Nick, I didn't click through to the pdf the last time.

Ta.