CROSS-BORDER COMPARATIVE ADVERTISING: LEGAL FRAMEWORK AND POLICY REFORMS IN INDIA

Comparative advertising is a powerful marketing tool that allows businesses to emphasize the advantages of their products over competitors. This research paper explores comparative advertising with an emphasis on international perspectives and the influence of Indian judicial precedents. In today's globalized market, cross-border advertising campaigns are common, necessitating a deeper understanding of varying legal frameworks across jurisdictions. The study examines regulatory systems and enforcement mechanisms in countries such as the United States, the European Union, and India, highlighting divergent legal philosophies and enforcement strategies. A key focus of the research is on India's evolving legal landscape shaped by landmark judicial decisions. These cases have contributed to the development of a nuanced legal framework that balances the interests of advertisers, consumers, and competitors. The study critically analyzes these precedents, identifying ambiguities and emerging challenges. Furthermore, the paper investigates the impact of technological advancements and the rise of social media on comparative advertising practices. It offers insights into how digital marketing strategies have evolved and how legal systems are responding to these changes. The research ultimately provides valuable insights for businesses, policymakers, and legal practitioners, fostering a more harmonized approach to global advertising standards. KEYWORDS: Comparative Advertising, Advertising Regulations, Cross-Border Marketing, Global Advertising Standards, Advertising Ethics