Companies suing over marketing claims

There was an article in the New York Times on Sunday about companies suing each other over marketing claims.

Companies that were once content to fight in grocery-store aisles and on television commercials are now choosing a different route — filing lawsuits and other formal grievances challenging their competitors’ claims. Longtime foes like Pantene and Dove, Science Diet and Iams, AT&T and Verizon Wireless, and Campbell Soup and Progresso have all wrestled over ads recently.

The goal is usually not money but market share. Companies file complaints to get competitors’ ads withdrawn or amended.

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The number of complaints over ads from competitors filed with the National Advertising Division of the Council of Better Business Bureaus, the industry’s main self-regulatory program for national ads, is on track to set a record this year. There have been 82 formal complaints so far in 2009, after last year’s record of 84 challenges, a sharp increase from 62 in 2007 and 52 in 2006.

As if on cue, the following headline popped up a few minutes ago online: Verizon Challenges Sprint Marketing Claim

Verizon has challenged Sprint's marketing claim that its "America's most dependable 3G network." The National Advertising Division of the Council of Better Business Bureaus has asked Sprint to drop the slogan in response to the Verizon complaint, expanding the ongoing marketing battle between the leading mobile service providers.