The best examples of examples of comparative advertising disclaimers

Real‑world examples of comparative advertising disclaimers

Comparative advertising lives and dies on the fine print. The best examples of comparative advertising disclaimers do three things at once:

• Flag that a comparison is being made
• Explain the basis for that comparison
• Warn about limits, assumptions, or variability

Here are several real‑world style examples, modeled on how large brands and agencies typically write them. These are illustrative, not official language from any specific company.

Price comparison: retail and e‑commerce examples

Retailers love “We’re cheaper than them” messages. But without a clear disclaimer, those messages are magnets for false advertising claims.

A common example of a comparative advertising disclaimer for price ads looks like this:

“Comparison based on advertised prices of leading national competitors as of 10/15/2025. Prices and promotions may vary by store and online. Competitor trademarks are property of their respective owners. No affiliation or endorsement implied.”

Another variation used in online travel or ticketing platforms:

“Savings claim based on comparison to publicly available standard rates at comparable properties on major booking sites on 09/01/2025. Actual savings vary by dates, availability, and property. Not all competitors or offers were analyzed.”

In both examples, the disclaimer tells you:

• The date of the comparison
• The scope (leading competitors, comparable properties)
• The limitations (not all competitors, subject to change)

That structure shows up over and over in the best examples of comparative advertising disclaimers for price‑driven campaigns.

Performance claims: tech and consumer electronics examples

Tech brands love performance charts: “2x faster than Brand X,” “50% more battery life,” and so on. Regulators in the U.S. and EU expect those claims to be backed by testing, and the disclaimer usually points to that testing.

A typical example of a comparative advertising disclaimer for performance:

“Performance claim based on internal lab tests of [Product A] and [Competitor B] using standard benchmark suite v5.2 under typical user settings as of 08/2025. Actual performance depends on usage, configuration, and network conditions.”

For battery life comparisons, you might see:

“Battery life comparison based on continuous video playback testing on Wi‑Fi at 50% brightness. Tested with pre‑release software and pre‑production hardware in July 2025. Actual battery life varies by use, settings, and environmental factors.”

These examples of comparative advertising disclaimers do two important things:

• Identify the test method (benchmark suite, continuous video playback)
• Narrow the claim to specific conditions (Wi‑Fi, brightness level, pre‑release hardware)

That helps defend against allegations that the ad overstates real‑world performance.

Health, wellness, and OTC product examples

Health‑related comparisons are heavily scrutinized. In the U.S., the Federal Trade Commission and the Food and Drug Administration expect competent and reliable scientific evidence for health claims. Disclaimers can’t fix bad science, but the best examples of comparative advertising disclaimers in this space make the limits of the claim very clear.

A common example for an over‑the‑counter (OTC) pain reliever:

“Based on clinical study comparing [Brand A] 500 mg to [Brand B] 200 mg for temporary relief of minor aches and pains (n=320 adults). Results measured at 2 hours post‑dose. Individual results may vary. Use only as directed. Not intended to diagnose, treat, cure, or prevent any disease.”

For a dietary supplement comparing itself to a competing formula:

“Comparison based on label‑declared amounts of vitamin D, calcium, and magnesium in leading multivitamin brands as of 03/2024. This product is a dietary supplement and is not intended to diagnose, treat, cure, or prevent any disease. Consult your healthcare provider before use.”

If you’re working on health‑related ads, it’s worth reviewing FTC’s health product advertising guidance and substantiation standards at ftc.gov and scientific evidence discussions from NIH.

“#1 brand” and survey‑based comparison examples

Those “America’s #1 choice” and “preferred over the leading brand” claims almost always rely on surveys. The disclaimer has to explain what exactly was measured.

A realistic example of a comparative advertising disclaimer for a survey‑based claim:

“Claim based on a 2024 online survey of 1,842 U.S. adults who purchased a smartphone in the past 12 months, conducted by [Independent Research Firm]. Participants were shown unbranded product descriptions and asked which they would be most likely to purchase. ‘Preferred’ refers to stated purchase intent, not actual sales.”

For a “#1 recommended by professionals” claim:

“Based on a 2023 survey of 1,050 U.S. primary care physicians regarding their preferred over‑the‑counter sleep aid recommendation for adult patients without chronic conditions. Survey conducted independently by [Research Firm]. This does not constitute medical advice. Talk to your doctor about what’s right for you.”

These examples of comparative advertising disclaimers make it harder for competitors to argue the claim is misleading because they spell out:

• The population surveyed
• The time period
• The metric (preference, recommendation, not sales)

Streaming, telecom, and subscription service examples

As streaming wars and 5G rollouts continue into 2025, providers constantly compare speeds, coverage, and content libraries. The comparisons are often based on third‑party studies, which should be named in the disclaimer.

A typical example for an internet provider comparing speeds:

“Fastest average download speed claim based on analysis by [Third‑Party Analytics Firm] of speed test data from 01/01/2025–06/30/2025 across major U.S. ISPs. Actual speeds vary and are not guaranteed. See [provider].com/speed‑details for methodology and assumptions.”

For a streaming service comparing library size or price:

“Comparison of monthly subscription price and number of titles based on publicly available information for major U.S. streaming services as of 11/2024. Content libraries and pricing change over time. Not all competitors or promotional offers included.”

These examples of comparative advertising disclaimers are especially common in TV spots and landing pages, where the main ad makes a bold claim and the disclaimer quietly narrows it.

Automotive and fuel efficiency examples

Automakers and fuel brands frequently compare mileage, emissions, and cost per mile. Since regulators in the U.S. and EU have strict testing protocols, the disclaimer usually references those procedures.

An example of a comparative advertising disclaimer for fuel economy:

“Fuel economy comparison based on EPA‑estimated highway MPG ratings for 2025 models with automatic transmissions and standard equipment. Actual mileage will vary. EPA estimates available at fueleconomy.gov.”

For a gas brand claiming better mileage than competitors:

“Up to 3% better fuel economy claim based on controlled fleet testing of vehicles using [Brand Fuel] versus non‑additive gasoline, under standardized driving cycles. Actual results vary with vehicle, driving conditions, and maintenance. See test details at [brand].com/testing.”

Here, the examples of comparative advertising disclaimers highlight that the claim is based on standardized tests, not your daily commute in stop‑and‑go traffic.

Comparative advertising disclaimers in 2024–2025: trends to watch

Regulators have not suddenly rewritten the rules for 2024–2025, but enforcement priorities have shifted in ways that affect how you draft disclaimers.

More scrutiny on dark patterns and fine print
The FTC has signaled that hiding critical limitations in tiny, low‑contrast text is risky. Disclaimers must be clear and conspicuous relative to the claim. The agency’s guidance on disclosures (the “.com Disclosures”) at ftc.gov is still the baseline.

AI and “smart” product comparisons
As brands compare “AI‑powered” features, you’ll see more examples of comparative advertising disclaimers like:

“AI‑based enhancement comparison based on internal testing of [Brand A] versus [Brand B] using default camera settings in low‑light conditions. Results may vary with lighting, subject movement, and user settings. ‘AI’ refers to machine‑learning algorithms integrated into the product; no guarantee of specific outcomes.”

The point is to avoid implying human‑level judgment or guaranteed results.

Environmental and ESG comparisons
Green claims are under a microscope globally. If you compare emissions, recyclability, or “sustainability” against a competitor, your disclaimer should anchor the claim in specific standards or data. For example:

“Lifecycle emissions comparison based on third‑party analysis using ISO 14040/44 methodology, comparing [Product A] to an average of leading competitors in the same category. Actual impact depends on use, local energy mix, and end‑of‑life handling.”

For more on environmental marketing claims, the FTC’s Green Guides (available at ftc.gov and currently undergoing review) are a key reference.

How to model your own examples of comparative advertising disclaimers

Once you’ve seen several real examples, patterns start to emerge. The best examples of comparative advertising disclaimers usually answer these questions:

• Compared to what?
  Identify the competitor(s), category, or benchmark: “leading national brands,” “other major U.S. carriers,” “standard gasoline without additives.”

• Based on what data?
  Reference tests, surveys, or public data: “independent lab testing,” “2024 online survey of 2,000 adults,” “publicly available pricing as of May 2025.”

• Under what conditions?
  Spell out test conditions or assumptions: “continuous use on Wi‑Fi,” “typical household usage,” “highway driving under controlled conditions.”

• How general is the claim?
  Narrow it: “up to,” “in testing,” “under these conditions,” “on average,” rather than implying universal results.

• What are the limits or risks?
  Include appropriate cautions: “results may vary,” “not a guarantee,” “talk to your doctor,” “not investment advice,” depending on context.

When you draft, you’re not just trying to copy the wording from other examples of comparative advertising disclaimers. You’re trying to make the basis for your specific comparison transparent enough that regulators and competitors can’t reasonably say it’s misleading.

FAQ: examples of comparative advertising disclaimers

Q: Can you give a short example of a comparative advertising disclaimer for a simple “better than Brand X” claim?
A: A short, realistic example of a comparative advertising disclaimer might be: “Claim based on independent lab testing of [Brand A] and [Brand X] under identical conditions in August 2025. Results measured in stain removal after one wash. Individual results may vary.” It’s brief, but it still identifies the basis and limits of the comparison.

Q: Are disclaimers enough to fix an exaggerated comparative claim?
A: No. Regulators in the U.S. and elsewhere have been clear that a disclaimer cannot contradict the main claim. If the headline says “Guaranteed to save 50% over any competitor,” a tiny footnote saying “Savings not guaranteed” will not save you. The examples of comparative advertising disclaimers in this article assume the core claim is already truthful and properly supported.

Q: Do I have to name my competitor in the disclaimer?
A: Not always. Many real examples of comparative advertising disclaimers refer to “leading competitors” or “the top three national brands” without naming names. However, if your visuals, colors, or product shapes clearly point to a specific competitor, regulators and courts may treat it as a direct comparison anyway, so the disclaimer should be equally specific.

Q: Are there industry‑specific rules for comparative disclaimers?
A: Yes. Financial services, health products, telecom, and automotive are heavily regulated. For instance, financial ads may have to include standardized risk language, and auto ads must align with EPA rating disclosures. It’s wise to review sector‑specific guidance from regulators (for U.S. advertisers, start with the FTC, FDA, SEC, and EPA, depending on the product) and compare your language to industry‑standard examples of comparative advertising disclaimers in that sector.

Q: Do online ads and social media posts need the same level of detail?
A: The disclosure standard is the same: clear and conspicuous. In short formats like social media, you may need a shorter disclaimer plus a link to a detailed explanation of the comparison. The FTC’s .com Disclosures guidance (linked above) gives practical examples of how to do this without burying the information.

This article is for general informational purposes only and does not constitute legal advice. Comparative advertising rules vary by jurisdiction, and even the best examples of comparative advertising disclaimers must be tailored to your specific claims and markets. Consult qualified counsel before finalizing advertising copy or campaigns.