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Rechtssachenbeschreibung

Rechtssachenbeschreibung
Nationale Kennung Supreme Court, Judgment 4 Ob 136/17d
Mitgliedstaat Österreich
Gebräuchliche Bezeichnung N/A
Art des Beschlusses Beschluss des Obersten Gerichts
Beschlussdatum 20/02/2018
Gericht Supreme Court
Betreff
Kläger
Beklagter
Schlagworte comparative advertising, misleading advertising.

Misleading and Comparative Advertising Directive, link

ECLI:AT:OGH0002:2018:0040OB00136.17D.0220.000


The generally permissible comparative advertising of medicinal products is unfair if the public is misled as to which other medicinal products the advertised product is compared with.

The defendant advertised a blood clotting inhibitor with the words "Simple*. Clear*. Safer*". Only from the third, very small footnote did it emerge that the advertising did not refer to the competing product but to the active ingredient itself.

Comparative advertising of medicinal products.

The generally permissible comparative advertising of medicinal products is unfair if the public is misled as to which other medicinal products the advertised product is compared with.

If in view of the specific presentation of the advertisement, only a footnote is used to explain that the comparison does not relate to another product within the group of anticoagulants, the public will be misled unfairly.

Moreover, the Supreme Court recognised that, apart from the misleading nature of the reference product, the claims that the medicinal product was 'simple', 'clear' and 'safer' did not, in the specific case, meet the standard required for the advertising of medical products.

In connection with drug advertising, both the drug advertising law and the UWG must be taken into account. Accordingly, an advertised product must be presented objectively and without exaggeration.

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The Supreme Court upholds the extraordinary appeal for review. This decision re-establishes the First Instance judgment.