https://doi.org/10.21697/2018.16.2.03
The article entitled „Comparative Advertising in the USA” is aimed at discussing the phenomenon of comparative advertising in this country. I made a description of the history and origin of this advertisement in it. And I also showed how to use comparative advertising legally. I tried to review the regulations. In the US, comparative advertising is governed by federal, state and local federal laws, as well as by its own legal codes of conduct. I present the phenomenon of the so-called „Comparative Advertising Wars”, which are a very interesting issue and also – in my opinion – are the quintessence of comparative advertising. I describe the most
spectacular war that took place on the american market.
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