In April 2010 The Complaints Board of the Advertising Standards Authority heard a complaint made by Kindercare Learning Centres that ABC's Learning Centres radio advertising had replicated the concept first used by Kindercare.

Putting aside that this was an interesting case of one daycare giant wanting to keep a check on the market share being gained by a major competitor,  it is instructive about the standards of comparative advertising (what is meant by this) and of truthful and non-misleading advertising (how this is defined). 

The arguments made by ABC, Kindercare, and their advertising agents with the decision made by Complaints Board will be helpful for any ECE service owner, board, and promotions staff to study.

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