Bragging RightsThink your product is better than your competitors'? Be sure you can back it up.
Opinions expressed by Entrepreneur contributors are their own.
Suppose you've been competing with another business forcustomers. You're frustrated about your paltry marketshare--and you're convinced your competitor's product isnowhere near as good as yours. Can you say so in youradvertisements?
Yes, as long as you're prepared to substantiate everythingyou say. Federal laws governing advertising allow businesses to sueeach other over false or misleading claims, whether they'reabout your own product or your competitors'. Whether you'readvertising on radio or television, in print media or even on theInternet, if you disparage a competitor's product without solidevidence, you could be held liable for the competitor'slosses.
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