From a legal point of view, developing PR materials is not an easy task. In the process of such work, many points should be taken into account. It is necessary to conduct a comprehensive analysis of the PR announcement with the involvement of legal experts. Here are some basic rules that should be relied on when working with advertising:
It is important to do everything honestly. It is unacceptable to report fictitious awards and certificates for your product. Likewise, you should not talk about non-existent characteristics and properties of the product. Be prepared to provide evidence.
We do not recommend architect database using such a technique as comparing your company or product with competitors or famous brands. This rule came to marketing from psychology. Ban analogies. Even if your product is really better than others on the market, you should not talk about it. It is better to focus consumers' attention on the real characteristics that are inherent in it.
Analyze the meaning of advertising messages. Check that they do not mislead the potential target audience, accurately convey the main idea and are not offensive to certain categories of people or companies.
There is no place for obscene and abusive expressions in advertising. Such a PR announcement will not be saved even by such a technique as using ellipsis as a hint at swearing. There is another important addition to this fairly clear rule. It is unacceptable to form a negative image of the consumer in advertising materials or offer him something that forms such an impression.
Rules for creating legal advertising
Never talk about your own superiority. Using such word forms as “the most”, “the only”, “the best”, etc. is always a risk. We have previously noted that it is unacceptable to extol your product. Unless you have exceptional and irrefutable evidence of superiority. To stand out, you can clearly indicate a specific criterion. The phrase “We are the best in delivery” is not suitable. You should add specifics: “We deliver products in 30 minutes to any area of the city” (and be prepared to prove this during inspections).
Do not include names of competing companies in contextual advertising ads. Such a technique falls under the classification of unfair competition. During a potential trial, an analysis will be conducted. It will establish whether the specified companies are competitors, whether you have received advantages due to such an action, whether damage has been caused to the mentioned legal entities.
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