Product Comparison Pages

Are we going to catch it for comparing our product to a competitor's?

[tolachi]

I want to creat several pages comparing our products to our competitors. In each case we will win on quality and price. Fairly legitimately too, our lack of an advertising, sponsoring, etc... budget definitely helps keep things cheap.

My question is it unethical or illegal to explicitly state the company and product that we are comparing our product to? Basically, this is widget x by company that is very similar to our widget and here is a table comparing key features. We won't be negative about the competition, we just want to do a low key side by side comparison

And finally, one of these companies is kind of big and nasty, can they mess with us?

Looking for opinions and practical experience more than legal advice.

TIA

[hunderdown]

Companies do this in their advertising all the time offline. Wasn't there a minor uproar at Super Bowl time over one of the networks pulling an ad by Beer A that said negative things about Beer B, which happened to be buying more ad time than A?

I am not a lawyer, but I think that although you have good standing in the law to make factual statements about a competitor, that won't stop a company with deep pockets from suing you anyway.... Proceed with caution!

[digitalghost]

One question. Can you afford litigation? Right and wrong do not matter. I hate it, you hate it, the world hates it. But if you can't answer, "yes", then you need to think about the value of comparison versus simply establishing your product's virtues.

[FourDegreez]

So when are we going to start clamoring for legal reform with respect to "the big guys" abusing the system? I see politicians going after the little guy's right to sue, while overlooking the elephant in the room..which is big, deep-pocketed corp.'s (mis)using the law as a weapon against smaller competitors. <end political rant>

[1milehgh80210]

I'd try to make the comparisons without actually naming the competitors. There is probably a way to do this creatively.
Are you in a field where features and prices are constantly changing? (most)
If so you could have a nasty surprise if you miss one of the competitions product changes.

[digitalghost]

You can "clamor" anywhere but here. Practical business advice doesn't include clamoring, agendas or wishes. Nor does it need to mention "big guys, small guys or gnomes".

Reality=You Can Be Sued Regardless of Right or Wrong. If you can not afford to litigate, avoid incurring the wrath of those that can, until you can change the laws through political action. DO NOT assume to take political action via WebmasterWorld.

I know the laws suck. I know the laws favor deep pockets. That needs to be changed with a vote, and that requires politics, and politics are off-limits here.

[tolachi]

So. It sounds like if we are going to do this we should consult a lawyer first. Arghh... I have to admit this was something I was really looking forward to doing.