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One of my competitors has launched a product that looks like my special widgets, but has a number of shortcomings (to try and get round patent issues). It is not as environmentally friendly, is of lower quality, and does not perform as well, but sells for a lower price. This I can live with. Many companies have to put up with low-quality, cheap imitations of their products.
What has really annoyed me is that the competitor has copied the text from my datasheet and used it on his own downloadable datasheet. I would say 80% of the text is identical. All that has changed is:
1) The brand name.
2) Certain sentences have been changed where the imitation product can not match the performance claims made for my own product.
Stupidly, I now realise that I did not put a copyright notice on the datasheet. However, I feel that I must have certain rights to protect against this plagerism.
Hit them all in one fell swoop, then take a nap and chill out.
There is the possibility your ad copy was provided to them by a professional, albeit plagiarizing, copy writer. However, given your opinion of how you believe they would handle the matter, they probably stole it themselves.
Unless they are broadcasting their own web site (widget server box running from dark closet in Substandard Widgetmaker's basement), it would seem you have a legitimate claim for infringement/plagiarism, which would most likely be a violation of the competitor's web host's TOS.
At least your widget competitor would have to write their own substandard copy for their own substandard widgets, be inconvenienced (and possibly embarrassed), and their web host has a big heads-up from the get-go with the power to MAKE them remove it.