(1) Claims such as "The first patch for herpes with active properties", "The first patch for herpes that is auto-dissolving", "dissolves automatically" and "(...) a patch that seals and protects the wound" can be made in an advertisement campaign when they can be proven by the trader.
(2) In the context of an advertisement for herpes patches, it is clear for the average consumer that the claim "Relieves pain" refers to the pain caused by the herpes virus, and that the claim "Totally painless" refers to the application/removal of the patch.
(3) Generic comparisons that apply to all directly competing products, do not constitute comparative advertising.