Comparative Claims

Foods (or selected food factors) cannot be compared unless the comparison is complete, and the foods are similar in character, composition or other attribute of the food relevant to the comparison being made. The comparison of one food with another should not create doubt about the value of the other food. Considerable care must be taken, especially:

  • when comparing solid foods with liquid foods either on a mass-for-mass or volume-for-volume basis;
  • when comparing a food consumed in small quantities with one consumed in large quantities; and
  • when comparing a food eaten occasionally with one that is consumed regularly.

For comparative claims related to the nutrient content of food, see Comparative Nutrition Claims. For a fuller discussion of comparative food advertising, Advertising Standards Canada has prepared a publication Guidelines for the Use of Comparative Advertising in Food Commercials. It outlines criteria for comparative advertising in food and non-alcoholic beverage commercials, along with practical guidelines for the use of these criteria. While subsection 5(1) of the Food and Drugs Act does not make specific reference to comparative advertising, the Guidelines on Comparative Food Advertising provide some assistance when determining if an advertisement is false or misleading.

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