Comparative advertising in the supermarket sector
Court of Amsterdam
The court of Amsterdam recently ruled on comparative advertising in the supermarket sector. Dirk van den Broek presented himself in advertisements by stating that it would be 20% cheaper than Albert Heijn. There is regular competition in the sector on price, both by supermarket organizations themselves and by franchisees in the supermarket sector against their direct competitors in the area. However, it is often overlooked that comparative advertising is legally subject to very strict rules. Products should therefore not simply be compared with each other. Sizes, weights, qualities and composition must be exactly the same in order to be able to apply a proper comparison. As a rule, this means that only A-brands can be compared and the comparison of the so-called house brands often ends up with deviations in composition, quantity, quality of packaging, et cetera. In that case, the court is obliged to apply the law, which also happened in the case that Albert Heijn brought against Dirk van den Broek. The claim for rectification was therefore granted by the court. The foregoing shows that comparative advertising is indeed permitted, but it goes without saying that no apples can be compared with oranges. All this is quite strict and must meet strict legal requirements.
Mr J. Sterk – Franchise lawyer
Ludwig & Van Dam Franchise attorneys, franchise legal advice Would you like to respond? Mail to strong @ludwigvandam.nl
Other messages
Unilateral amendment of the franchise agreement by the franchisor allowed? – dated April 7, 2020 – mr. K. Bastian
Is the franchisor allowed to implement certain announced changes/adaptations to the formula on the basis of the franchise agreement agreed between the parties?
Legal scientific publication: “Collective actions of franchisees” – dated April 2, 2020 – mr. AW Dolphin
An article by mr. Alex Dolphin
Article Franchise+ – Current state of affairs Franchise Act – dated March 27, 2020 – mr. AW Dolphin
The legislative process regarding the Franchise Act continues despite everything.
Rent reduction and corona crisis – dated 25 March 2020 – mr. Th.R. Ludwig
In this turbulent time for franchisors and franchisees, many are faced with ongoing obligations that have become problematic.
Franchise agreements and the corona crisis – dated March 20, 2020 – mr. AW Dolphin
A time of draconian measures with far-reaching consequences. There is a lot of legal uncertainty, also in franchise relationships.
Recommendations by the franchisor in general terms are permitted – dated March 6, 2020 – mr. AW Dolphin
The boundary between praise in general terms on the one hand and culpable deception and misrepresentation on the other remains a difficult issue.