Comparative advertising legal review for your campaign

This service is commonly used by businesses planning to compare their offer with a competitor on price, features, speed, inclusions, quality or value. It can be useful for website comparison pages, paid campaigns, launch promotions, sales decks, landing pages and social ads. You may still need a review even if the competitor is not named directly, because an implied comparison can create legal risk if consumers are likely to recognise who is being referenced. The more central the comparison is to the campaign, the more important the substantiation becomes.

Comparative claims usually invite closer scrutiny because they depend on both your own offer and the competitor benchmark being presented fairly. Problems often arise where the comparison relies on outdated pricing, selective features, hidden assumptions, fine print that does not fix the main message, or products that are not truly comparable. The visual presentation can also matter. A bold headline may overstate what the supporting evidence really shows. This review helps identify those pressure points before publication, but it cannot control how a regulator, court or competitor may respond later.

We assess the wording of the comparison, the surrounding context and the material you rely on to support it. That may include draft ad copy, screenshots, comparison tables, pricing data, product specifications, testing material, research summaries or internal substantiation notes. The review looks at more than whether a sentence is technically arguable. It also considers the overall impression created by headings, layout, disclaimers and omissions. You receive written advice on the main legal concerns and practical changes worth considering before the campaign goes live.

Yes, they can. If a comparative campaign is tied to a giveaway, competition or prize-based promotion, extra issues may arise around the campaign terms and how the offer is presented. The terms need to reflect the actual promotion mechanics and prize structure, rather than relying on generic promotional wording. Permit requirements can vary depending on where and how the promotion runs. Approval depends on the relevant regulator or authority, and Where an external authority is involved, we will help you understand what may be needed for your situation.. Permit applications and third-party approvals are outside the fixed-fee for this review.

The most helpful material is the actual content you plan to publish and the evidence behind each comparison. That might include draft ads, website pages, screenshots, pricing records, product specifications, competitor examples, testing results or internal analysis. If the campaign includes a promotional element, include the proposed terms and any prize details as well. Where substantiation is incomplete, we can still review the wording, but the advice may identify evidence gaps that need to be addressed before launch. Stronger input usually leads to more practical and targeted feedback.

As an online law firm, we eliminate the headaches of paying us by the hour and finding time to meet with a lawyer in person. We charge a fixed fee, with upfront quotes and transparent pricing, and communicate via phone, email and video chat - whichever suits you! You'll be guided through our process by our expert lawyers, who are Australian-qualified and specialise in technology, intellectual property, contract drafting, corporate and commercial law.

At Sprintlaw, our pricing is transparent and designed for startups and small businesses. Many one-off legal services, including document drafting and reviews, are provided for a fixed fee with an upfront quote before you proceed.

Prices typically range from $250 to $2,500 AUD depending on the complexity and scope of the work. For ongoing support, Sprintlaw Memberships include options such as legal templates, consultations, a legal helpline and credits for services.

If your project is larger or more complex, we will provide a tailored quote after understanding what you need.

Our law firm operates completely online, which means we can help you wherever you are in Australia. We work at The Commons Central - a cool co-working space in Chippendale, Sydney - but our lawyers often work flexibly across various locations.

Our lawyers also work from co-working spaces and home offices in Sydney, Melbourne, Brisbane, Adelaide and Perth, so clients can get help online without needing to meet in person.