โฆษณาเปรียบเทียบที่ห้ามเปรียบเทียบในประเทศไทย

Abstract

Comparative advertising is a type of strategies to compare the superiority between products and services which can be applied in both direct and indirect ways. Universally, there are laws and regulations to control the injustice and misunderstanding resulted from this advertising. เท terms of Thailand, there is no such law, instead, Consumer Protection Act, B.E. 2522 have been used.

The high intensity of comparative advertising was applied in an advertisement of 4 toothpaste brands in June, 2528, followed by roofing tile in 2528, and Mobile phone service provider in 2542. Those advertisements were sued with huge money. Finally, the parties have a compromise. As a result, the high intensity of comparative advertising strategy has been banned in Thailand up to the present time.

It can be seen that the low intensity of comparative advertising has been used to compare the same type of products from the same countries. However, they cannot pinpoint the exact name of the competitor’s brands; claim that their products and services are newer and have better technologically developments.