To mitigate risk, businesses should take care in creating their own content. Content created by others, such as graphics or photographs, should be purchased or licensed.
Also, companies should avoid making statements about competitors’ products or comparing their products or services to others’. Most comparative advertising requires a scientific study, and there are a host of legal issues that may arise, such as potential defamation or trade libel claims. It’s best for a small business creating its own campaign to avoid these statements altogether.