ASIP Roundtable Highlights Comparative Advertising
08 Nov 2006AMMAN – Comparative advertising plays a crucial role in the global market, according to Training Manager at Abu-Ghazaleh Intellectual Property (AGIP) Hams Madanat.
Speaking at the Arab Society for Intellectual Property (ASIP) monthly roundtable forum on Tuesday, Mdanat said that Comparative advertising has many faces.
"Comparative advertising can fit many categories especially in marketing or marketing products/services," she said.
“Competition is increasing, therefore criteria must be set to regulate comparative advertising in order not to discredit or disparage other products,” she added.
“The use of a trademark without the permission of its owner in an advertisement is considered an infringement,” she pointed out.
Meanwhile, Professor Abdallah Khashroum from Amman Arab University for Graduate Studies said that unfortunately the legal system in Jordan does not cover comparative advertising.
"I suggest that we must find articles under the unfair competition to deal with this problem," he said.
“We looked at case studies in Europe and the US where we found that the system available at the moment was sufficient enough to deal with such issues, and we hope to adopt such systems in the near future,” he stated.
Mdanat praised the effort of ASIP in organizing these events.
“The round table aims at raising the public awareness about comparative advertising and to protect the consumers and ensure they can make an informed decision,” Mdanat concluded.
ASIP's monthly roundtable forum “Comparative Advertising: A Marketing tool or an Unfair Act of Competition?” was held at the Society’s headquarters, the Talal Abu-Ghazaleh College of Business/German University (TAGCB/GJU).
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