ETHICS IN PRACTICE CASE: The Comparative Advertising Wars
1. When thousands of products and their prices are at stake, does it make sense that comparative advertising at the store level be permitted?
2. Based on what you read and any further research you choose to do, has Wal-Mart competed fairly with its comparative advertising campaign? Does the fact that so many retailers have complained about Wal-Mart’s advertising suggest that there are probably some problems with it?
3. A strong standard for advertising is that it be clear, accurate and adequate. Can comparative advertising as a practice meet these standards? Or, are there too many products with too many subtle variations to make the practice defensible?
4. Should the FTC reconsider its endorsement of comparative advertising? Should restrictions be placed on comparative advertising? If so, what would they be?