False Comparative Advertising
The use of misleading, exaggerated, or selectively framed comparisons to position a product or service as superior to competitors—intended to influence perception, drive conversions, or damage rival brands.
Execution Methods
Omitted Variables
Highlighting advantages while excluding relevant context, such as product tiers, pricing terms, or usage conditions.
Fabricated Benchmarks
Citing unverifiable or self-conducted studies as authoritative comparisons to establish credibility.
Visual Framing
Using charts, imagery, or UI elements that distort scale or outcome to create a false sense of superiority.
Outdated Comparisons
Referencing competitor performance, pricing, or features that are no longer current to mislead viewers.
Fine Print Minimization
Placing key disclaimers or limitations in small, unreadable text to technically satisfy compliance without informing users.