Case law

  • Case Details
    • National ID: link
    • Member State: Italy
    • Common Name:link
    • Decision type: Court decision, first degree
    • Decision date: 15/06/2012
    • Court: Court of Turin, industr. and intell. prop. spec. sec.
    • Subject:
    • Plaintiff: C.C.V. S.P.A.
    • Defendant: N. S.A., N.I. S.P.A. e S.P.N. S.A.
    • Keywords: advertisement, comparative advertising, complaints, confusion, designation of origin
  • Directive Articles
    Misleading and Comparative Advertising Directive, Article 2, (b) Misleading and Comparative Advertising Directive, Article 2, (c) Misleading and Comparative Advertising Directive, Article 4, (d) Misleading and Comparative Advertising Directive, Article 4, (f)
  • Headnote
    Where the qualities described in a comparative advertising message do not explicitly or implicitly refer to a trader, said trader's products and brand cannot be subject to a detriment by the sole highlighting of positive qualities of other traders' products.
  • Facts
    Subsequent to various claims, the defendant claimed that the plaintiff's conduct was contrary to comparative advertising legislation. The plaintiff's comparative advertising campaign of coffee capsules which focused on the capsules' compatibility with the defendant coffee machines, produced a misleading comparison with the defendant's capsules, suggesting that the defendant's coffee is lacking some qualities.

    The plaintiff, on the other hand, claimed that there was no misleading advertising since the characteristic through which its capsules are described were devoid of any detrimental purpose.
  • Legal issue
    The qualities described by the plaintiff in the comparative advertising message did not refer to negative features of the defendant's or others' capsules, but to positive features of the plaintiff's products.
  • Decision

    Is the highlighting of a product's feature in comparative advertising detrimental to that trader's brand or products?

    Full text: Full text

  • Related Cases

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  • Legal Literature

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  • Result
    Both the plaintiff's and the defendant's requests were rejected.