Backlash as JS Vitamins targeted on competitor’s Instagram

Emerging vitamin brand Life Botanics has taken aim at wellness giant JS Vitamins in a social media post that has received considerable backlash from the company and its loyal consumers.

Life Botanics posted the graphic to its Instagram account showing its vitamin bottle alongside the JS Vitamin bottle, with a claim the pair have the same formula at a vastly different price.

“Identical formulations without the premium price tag” reads the graphic, with the Life Botanics product labelled $24.95 while the JS Vitamins product is labelled $44.99.

So is this allowed?

By George Legal’s Joel Masterson says it the use of trademarks for comparative advertising is actually permitted under the Trademark Act — just look at Aldi