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UKUnited Kingdom

• The CAP Code covers claims on your own website, and the ASA treats comparison claims there as likely to be in scope. The Code counts anyone likely to see an ad as a consumer, at work or not, so B2B pages are covered.
• A comparison with an identifiable competitor must be like for like, objective and based on material, relevant, verifiable and representative features (price included), must not denigrate (CAP Code 3.32–3.43), and needs evidence in hand before you publish (3.7). The Business Protection from Misleading Marketing Regulations 2008 set the same conditions in law.
• Since 6 April 2025 the DMCC Act 2024 has banned fake consumer reviews and reviews that hide an incentive. The CAP Code now has matching rules, including against publishing positive reviews while leaving out negative ones (3.44–3.46).
• Under PECR you can email limited companies and LLPs without prior consent, but you must identify yourself and give a way to opt out. Sole traders and some partnerships count as individuals, and a named work email address is personal data under UK GDPR.

USUnited States

• The FTC encourages comparative advertising that names competitors, provided it is truthful and not deceptive, and holds comparative claims to the same substantiation standard as any other claim (Statement of Policy Regarding Comparative Advertising).
• The FTC’s Consumer Reviews and Testimonials Rule (16 CFR Part 465), in force since 21 October 2024, bans fake reviews, incentives conditioned on a positive or negative review and undisclosed insider reviews. It also bans presenting a review site you control as independent.
• Under the FTC’s Endorsement Guides (16 CFR Part 255, revised in 2023), a material connection such as payment, free products, an affiliate commission or employment must be disclosed clearly and conspicuously.
• CAN-SPAM makes no exception for business-to-business email. Marketing emails need accurate header information, a valid physical postal address and a clear way to opt out, and opt-outs must be honoured within 10 business days.

TRTürkiye

• Comparative advertising aimed at consumers may not use a competitor’s product name, brand, logo or trade name, and comparative claims must be backed by documents from university departments or accredited or independent testing bodies (Regulation on Commercial Advertising and Unfair Commercial Practices, Arts. 8 and 9).
• Even when the audience is other businesses, the Turkish Commercial Code (Art. 55) treats comparisons that are untrue, misleading, needlessly disparaging or that needlessly trade on a competitor’s reputation as unfair competition.
• KVKK (Law No. 6698) requires you to inform people when you collect their personal data, demo and contact forms included (Art. 10). Sending lead data to CRM or marketing tools abroad needs a basis under Art. 9; a standard contract, for example, must be notified to the Authority within five business days of signing.
• Commercial electronic messages need prior consent, but tradespeople and businesses (esnaf and tacir) can be sent them without it (Law No. 6563, Art. 6). Any recipient can opt out at any time, and you must stop within three business days (Art. 8).