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
![](https://ludwigvandam.megaconcept.nl/wp-content/uploads/2020/12/232court-min-400x222.jpg)
Other messages
Ludwig & Van Dam present at ALV Vereniging Albert Heijn Franchisees
Luwdig & Van Dam Advocaten will be present with a stand at the General Members Meeting of the Association of Albert Heijn Franchisees on March 12
Incorrect forecasts: franchisor must pay damages to franchisee
The court in Utrecht has recently rendered a judgment with regard to a prognosis issue.
The use of social media in the franchise relationship
Social media can no longer be ignored in everyday life.
Settlement of receivables
Your debtor may be unable to meet his or her payment obligations towards you for various reasons.
Court ruling: fees can co-exist
Court ruling: fees can co-exist
Essential information in the start-up phase withheld by the franchisor compensation for franchisee
Essential information in the start-up phase withheld by the franchisor compensation for franchisee