Comperative advertisement

In todays world where a free market economy is visibly dominant, the existing competition in the markets is becoming stiffer continuously. In correspondence with this extremely competitive environment in the markets, the role of advertising is gaining more importance than ever. Comparative advertising is a method of advertising that companies sometimes prefer, which if adopted in compliance with laws, is for the benefit of the consumer. However in Turkey, comparative advertisements are very limited in scope due to some restrictions. The bias both by companies and law makers against comparative advertising plays a noteworthy role in the formation of those restrictions. Accordingly, in this study firstly advertisement and comparative advertisement concepts are investigated.Then comparative advertisements in the eye of Turkish law and and their status of being in compliance with Turkish law is examined. To conclude, methods used in audit of comparative advertisements and sanctions on comparative advertisements according to Turkish law are discussed.