When the Terms 'Best', 'Top Quality', and 'Exclusive' Cannot Be Used in Advertisements: Competition Protection Commission

The Competition Protection Commission has addressed the issue through a Facebook post regarding whether terms such as 'largest', 'top quality', 'best', 'exclusive', and similar expressions can be used in advertisements.

Words in the superlative form (for example, 'best', 'most affordable', 'largest', 'top quality', etc.) are often used in advertisements and other publications, as well as terms that emphasize the advantages of economic actors and their products (such as 'leading', 'exclusive', etc.). The Commission informs that such formulations can mislead the public or result in inappropriate comparison, leading to unfair competition if they lack factual basis, meaning they do not reflect reality, or if they have a factual basis but involve incorrect or inappropriate comparison.

Highlighting the importance of preventing legal violations, the Commission urges businesses to adhere to the requirements of competition legislation and to refrain from such unlawful conduct.

The Commission reminds that the penalty for unfair competition can amount to up to five percent of the revenue of the economic actor for the year preceding the violation. Such violations are defined under Articles 21 and 23 of the Law on Protection of Economic Competition.