Comparative advertising

United Kingdom ／ MHRA / PMCPA

In advertising to the general public, comparative claims against another named product such as 'works faster than XXX' are prohibited, although a category claim such as 'works faster than standard tablets' is permitted if supported by evidence.

一般向け広告では、他の製品名を挙げた比較表示（例「XXXより速く効く」）は禁止されるが、証拠に裏付けられたカテゴリー比較（例「標準的な錠剤より速く効く」）は妨げられない。

regulator guidanceMHRA, The Blue Guide: Advertising and Promotion of Medicines in the UK, Third Edition, chapter 5.6checked 2026-09-23

Note
This rule is stated in chapter 5 (advertising to the public). For advertising to prescribers the Blue Guide states in chapter 4 that a comparative claim is permitted where the SmPC makes no mention of a comparative study, provided it relates to the licensed use and is supported by robust evidence, but that a superiority claim requires the SmPC to be amended where the current SmPC reports only non-inferiority.

The same topic elsewhere

Japan ── Product-to-product comparative advertising is limited to the advertiser's own …United States ── An advertisement is false, lacking in fair balance, or otherwise misleading if…Canada ── A therapeutic comparative claim must involve drugs sharing an authorized indic…European Union ── Advertising of a medicinal product to the general public must not contain any …China ── Advertisements for medical services, drugs and medical devices must not contai…Australia ── An advertisement about therapeutic goods must not compare the goods with other…Korea ── In advertising a drug it is prohibited to make an advertisement that disparage…Switzerland ── Statements comparing a medicinal product with other medicinal products are per…