CIPR 4.2.8 Comparisons in advertisements

If an authorised firm makes or approves an advertisement that contains a comparison or contrast, it must ensure that:

(a) the comparison is meaningful and is presented in an objective and balanced way;
(b) the sources of the information used for the comparison are stated;
(c) the key facts and assumptions used to make the comparison are included; and
(d) nothing material to the comparison is omitted.
Derived from QFCRA RM/2019-2 (as from 1st January 2020).