Aldi's Campaign In Australia Opens Up Company To Copyright Headaches

Discount retailer Aldi’s “Like Brands. Only Cheaper” campaign in Australia could make the company liable for copyright infringement under the country’s copyright law, according to an investigation by AdNews. Developed by Aldi and its ad agency BMF, the campaign compares non-Aldi brands with the retailer’s own-label versions. Australia’s copyright law includes a provision that prohibits reproduction in print of a copyrighted artistic work in a comparative advertising without prior consent from the copyright owner.