{"id":31658,"date":"2010-01-21T23:32:09","date_gmt":"2010-01-21T23:32:09","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=31658"},"modified":"2021-01-07T12:02:41","modified_gmt":"2021-01-07T11:02:41","slug":"a-brand-restraining-order-for-a-comparative-advertising-no-no","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/a-brand-restraining-order-for-a-comparative-advertising-no-no\/","title":{"rendered":"A Brand Restraining Order for a Comparative Advertising No-No"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-31660 lazyload\" title=\"valerie_bertinelli\" alt=\"valerie_bertinelli\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/01\/valerie_bertinelli.jpg\" width=\"175\" height=\"240\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/01\/valerie_bertinelli.jpg 175w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/01\/valerie_bertinelli-145x200.jpg 145w\" data-sizes=\"(max-width: 175px) 100vw, 175px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 175px; --smush-placeholder-aspect-ratio: 175\/240;\" \/>Did you know that one brand can get a restraining order on another brand?\u00a0 Now, before you say, &#8220;only in New York,&#8221; let&#8217;s take a look at all the facts.<\/p>\n<ul>\n<li><a href=\"http:\/\/www.weightwatchers.com\/index.aspx\" target=\"_blank\" rel=\"noopener\">Weight Watchers<\/a> and <a href=\"http:\/\/www.jennycraig.com\/home\" target=\"_blank\" rel=\"noopener\">Jenny Craig<\/a> are intense competitors in the weight loss industry.<\/li>\n<li>Jenny Craig (owned by <a href=\"http:\/\/nestle.com\/\" target=\"_blank\" rel=\"noopener\">Nestle<\/a>) released a television commercial that claimed people who use the Jenny Craig weight loss system lose twice as much weight as people who use the Weight Watchers weight loss system.<\/li>\n<li>In the Jenny Craig ad, celebrity spokesperson Valerie Bertinelli read a script that stated the comparison claim was based on a scientific study.<\/li>\n<li>Weight Watchers filed a lawsuit stating the Jenny Craig claim is false and citing evidence that the claim was based on two different studies (which both intended to research something different than a Weight Watchers comparison), conducted 10 years apart and based on an &#8216;older&#8217; Weight Watchers weight loss system.<\/li>\n<li>The <a href=\"http:\/\/www.brandweek.com\/bw\/content_display\/news-and-features\/packaged-goods\/e3ia843bb78e2842c1cdf61d2289edeab84\" target=\"_blank\" rel=\"noopener\">court ruled in Weight Watchers&#8217; favor<\/a> believing the Jenny Craig claims &#8216;were not supportable&#8217; and gave Weight Watchers International a temporary restraining order against Jenny Craig.\u00a0 Weight Watchers wants the ad pulled and seeks monetary damages.<\/li>\n<li>We can assume an appeal will follow based on a <a href=\"http:\/\/www.brandweek.com\/bw\/content_display\/news-and-features\/packaged-goods\/e3ic2b8ab3a7e77c2268c9d670c4c2b35d7\" target=\"_blank\" rel=\"noopener\">precedent-setting case<\/a> in 2009 related to false claims about Activa in Dannon Yogurt, which was settled for $35 million.<\/li>\n<\/ul>\n<p>So those are the facts.\u00a0 What do you think?<\/p>\n<p>There is no doubt that comparative advertising can work.\u00a0 It&#8217;s been around for a long time.\u00a0 In fact, today&#8217;s comparative advertising is tame in comparison to claims from half a century ago (or more).\u00a0 Of course, not all comparative advertising is equal.\u00a0 In fact, some of it is quite extreme (&#8216;attack advertising&#8217;).\u00a0 You can read more about my views on comparative advertising in <a href=\"https:\/\/www.corporate-eye.com\/main\/when-brands-attack-the-rise-of-comparative-advertising\/\" target=\"_blank\" rel=\"noopener\">this post on Corporate Eye<\/a>.<\/p>\n<p>The bottom-line is this: now that the precedent has been set, I think it&#8217;s safe to assume that the number of brand or advertising restraining orders could grow.\u00a0 It&#8217;s certainly food for thought when creating your own ad campaigns.\u00a0 The long term damage that comparative advertising can cause to your brand just might outweigh the short term gains.<\/p>\n<p>Image: <a href=\"http:\/\/www.flickr.com\/photos\/markcoggins\/2448066906\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Did you know that one brand can get a restraining order on another brand?\u00a0 Now, before you say, &#8220;only in New York,&#8221; let&#8217;s take a look at all the facts. Weight Watchers and Jenny Craig are intense competitors in the weight loss industry. Jenny Craig (owned by Nestle) released a television commercial that claimed people [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":31660,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[900,6142,100,899,6141,6140],"class_list":{"0":"post-31658","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-attack-advertising","9":"tag-brand-comparison","10":"tag-brand-strategy","11":"tag-comparative-advertising","12":"tag-jenny-craig","13":"tag-weight-watchers","14":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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