The reason I occasionally carry on about the (lack of a) comparison rate in advertising isn't just because it's illegal, or because it highlights a bigger picture issue with broad business compliance. The reason the bread-and-butter requirement grinds my gears is because the rate is used to deceive consumers. There's a word for *knowingly* and deliberately deceiving a consumer: fraud. I wish those people with a voice would start using it and put an end to the ubiquitous nonsense.
Of course, the comparison rate is one issue of about 30 that are routinely ignored.
Your service is amazing, and you don't need to lie in your advertising. You absolutely don't need to intentionally introduce deception or lies in order to attract business.
