Imitationsbehauptung und Rufausnutzung in vergleichender Werbung. Eine rechtsvergleichend-ökonomische Analyse des Spannungsfeldes zwischen Eigentum und Marktkommunikation

nd the prevention of consumer confusion and deception. Indeed, the Lanham Act expressly excludes trademark dilution claims in cases of comparative advertising. To date, there has been no comprehensive economic analysis of this panorama. This article fills that gap conducting such an analysis. A more economic approach to comparative advertising and its regulation reveals severe defects in both the American and European rules on comparative advertising. It also provides the basis for a more specific reconceptualization of the field and helps formulate a theoretical and practical framework for lawmaking and policymaking.