In the entrepreneurial arena of 2026, the temptation is often great. When faced with an undecided prospect, to emphasize a point or encourage a sale, it sometimes seems useful to compare yourself to your rivals. But be careful: the line between strategic comparison and denigration is narrow. The golden rule today is clear: the comparison must remain objective, fluid and must never directly designate a competitor in a malicious manner.
It is entirely possible to quote colleagues or talk about other offers available on the market to inform the customer’s choice. But we must never forget that, more than ever, the customer is king. Don’t go manipulating him with unfair words; prefer to seduce him with your products and your honesty. Ultimately, bashing a competitor is bashing yourself. Instead of criticizing what others do, the modern entrepreneur benefits from asking himself how to improve his own product and his own strategy.
Buyer psychology: A quest for trust
For a prospect to become a customer, he needs to feel confident. He should never feel uncomfortable with what you say. If you start criticizing your competitors, you will unintentionally give them more publicity than you initially intended. Paradoxically, this will turn against you.
The figure for 2025: According to a recent study on the psychology of sales, 72% of buyers say that negative talk about the competition is the first red flag leading them to interrupt a purchasing process.
As Irvin Himmel said: “No one ever became strong by pointing out the weakness of others”. Alphonse de Lamartine also emphasized that “criticism is the power of the powerless”. By criticizing, who are you going to put in front of your client? Do you think that listening to someone say bad things about others really makes you want to open your wallet?
The three sides of the coin: Credibility, Weakness and Relationship
1. The immediate loss of credibility
Criticism is often seen as the fruit of envy. Envious people are jealous of the actions of others. If you start judging your competitors’ offerings or methods, you will no longer have any credit with your customer. Not only will you lose your expert status, but your attempt at mind manipulation will permanently damage your brand image. In 2026, digital reputation is instantaneous; Toxic speech spreads much faster than a strong sales pitch.
2. The revealer of your own weaknesses
If you criticize a competitor, it means that you feel the need to assert your superiority in an artificial way. This raises a fundamental question: do you have such a lack of confidence in yourself and your services? Because that’s what we’re talking about. Why do you need to put down your rivals’ ways to feel better? The successful entrepreneur is the one who is confident with what he sells. Believing in your product is, above all, believing in yourself without needing negative crutches.
3. The breakdown of the emotional bond
The criticism is double-edged. Certainly, in a tiny portion of cases, the future customer may believe that you want to “take care of him” by warning him. But in reality, you’re questioning his own judgment. If he has considered competition, criticizing him amounts to belittling him in his initial choices. You devalue it. Furthermore, what proves to the client that you are not going to criticize him, too, behind his back once the contract is signed? A sale is above all a relationship of trust. The customer can come and inquire without purchasing immediately; if he leaves feeling uneasy, he will never come back.
What the law says: The boundaries of denigration
Beyond ethics, there is law. Openly criticizing your competitor can be considered unfair competition through denigration.
According to current legal doctrine, disparagement consists of publicly discrediting the personality, products or prices of the competing company. Article L121-1 of the Consumer Code (formerly L120-1) provides that “unfair commercial practices are prohibited”.
The criteria for the sanction
The case law is constant. To establish a finding of unfair competition through denigration, three conditions must be met:
- The pejorative nature: The comments must be aimed at belittling.
- Advertising: The comments must have been made public (even during a client meeting if this is provable).
- Identification: The comments must target an identifiable company or its brands.
This unfair competition is punished on the basis of civil liability (formerly article 1382, now article 1240 of the Civil Code). The offending company is exposed to significant damages if the victim provides proof of harm, such as a sudden drop in the conversion rate or a deterioration in e-reputation.
Legal note: Criticism does not constitute defamation as long as it is limited to demonstrating one’s own value without attacking that of others (Competition Authority, decision no. 09-D-14).
Cultivate commercial elegance
Ultimately, the best way to conquer a market is not to tear down what others have built, but to build an offering so solid that it stands on its own. In 2026, the buyer is educated, informed and sensitive to the company’s values.
Combining administrative rigor, respect for the law and human empathy remains the best way to protect your business. Prefer seduction through innovation and honesty. It is in this calm and confidence that the true power of a brand is forged.
