The government plans to allow companies to use registered trademarks of rivals in advertisements, providing it is in “accordance with honest practices.” A bill received its second hearing in the House of Lords this week.
The Advertising Standards Authority told MediaTel this morning that there is unlikely to be any changes in their reviewed code of advertising practice as the code already provides a level of protection for advertisers, whereby the use of comparative advertising is allowed as long as it is fair.
There will be however advice notes in the new code, aimed at clarifying the rules for product sectors. This is intended to simplify areas such as car advertising where the guidelines on speed have been open to interpretation.
ASA 071 580 5555.
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