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Question

(p.47)In 2005, Adolph Coors Co. ran an ad which featured a purported taste test between Aspen Edge and Anheuser-Buschs Michelob Ultra. A taste-tester downed a glass of Aspen Edge and took only a sip of Michelob Ultra. A print version of the ad said, "Beer drinkers agree that Aspen Edge has more taste than Michelob Ultra". Coors was forced to remove the television advertisements after Anheuser-Busch said it made unsubstantiated claims about consumer preferences. Anheuser-Busch:
A.was exercising its right to protect its trademark.
C.was using laws designed to protect protects from gray marketing.
wanted to see the research data that supported this claim of superior taste.
E.issued an unsupported cease-and-desist order.

Under current law, any advertiser that misrepresents its own or another firm's goods, services, or activities is vulnerable to a civil action. In addition to being truthful, comparative ads must compare on some objectively measurable characteristic. And the greatest scrutiny must be given to the substantiation. Comparison advertising requires convincing substantiation; otherwise it may be considered deceptive. (Refer Truth in Advertising: Fluffing and Puffing, Page 35)


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