Unfair competition through comparative advertising in the light of recent regulations

The purpose of this study is to provide an insight for the lawful use of comparative advertising since it is preferred in the area of marketing both by producers and consumers. For this purpose, the conducts of unfair competition through advertising are examined and the conditions of lawfulness regarding unfair competition according to Turkish Commercial Code are observed in the first chapter of this study. In the second chapter of the study, both the legislature's and the literature's definitons of herein frequently used terms such as advertising and comparative advertising are addressed and the conditions of these terms are explained. In the final chapter of this study, the regulations regarding comparative andvertising in Turkish legislation and EU directives are elaborated. Keywords: Comparative advertising, prohibition of open comparison, commercial advertising, unfair competition, Turkish Commercial Code, Law on Consumer Protection, By-law on Commercial Advertising And Unfair Commercial Practices, Comparative advertising in EU directives.