English to Russian Other IT (Information Technology)

Rule #5: Comparisons
 Comparisons Must:
o Be accurate and complete
o Disclose meaningful differences (e.g. advertising $ or % off “standard” fee)
 (don’t hide in a disclaimer)
o Properly substantiated
o Comply with local laws and regulations
 “Low” and “competitive” claims are comparisons with competition, requiring substantiation and
monitoring to make sure claims continue to be accurate
o Generalized claims that an advertiser always offers lowest prices are “difficult, if not
impossible, to substantiate,” especially given how quickly prices can change
 Don’t disparage the competition