5. Comparison

Products compared in marketing communications must meet the same needs or be intended for the same purpose.

Consumers should not be misled by the way comparisons are made. A comparison should be made on a fair, up-to-date, and accurate basis. This principle applies when businesses compare products of competitors or its own products (e.g. new and old versions). Any products or services compared should meet the same needs or be intended for the same purpose. The basis of the comparison and the way it is presented should allow the consumer to decide by comparing the relevant advantages of the product or service. Hence, the comparison should be a relevant, reliable, and verifiable aspect of the product or service.

When a claim compares two similar products based on technical features such as recyclability, CO2 emissions, or organic composition, identical values should be used in the calculation and these values must be understandable for the consumer.