The law affecting comparative advertising in South Africa

Includes bibliographical references (p. 153-159).Preliminary research showed that: firstly, South Africa's policy on comparative advertising is restrictive, and, secondly, that the country has a market structure where such advertising has the potential for a very positive effect on the market. Realising the potential role advertising could play in South Africa, the concept was born; not only to present South Africa's policy on the issue, but also to embark on an abstract analysis of the advertising regulation structure. The analysis provides the opportunity to present reasons for the present restrictive policy, and provides an essential background to pinpointing why policy changes might be necessary, and the changes required to reach a more satisfactory conclusion, based on literature and case reports available to me as at July 2002