The use of disparaging remarks about the competitors or others in the advertisements is one of the acts contrary to the requirement of good faith, and for that reason legally prohibited in the advertising business. However, the question of “disparaging according to what and whom” has not been discussed much in practice. Although the “viewpoint of the average consumer” serves as a basis for examination in the advertisement law, the areas applicable for this criterion till now have remained limited to the deceptive and misleading advertisements. It is to be observed that there is little emphasis on the average consumer criterion in decisions of national courts and those of Advertising Board regarding disparaging advertisements. This can sometimes have unfair consequences for the advertiser. Particularly in terms of ads that contain humor elements, the point of view of those concerned is important. On the other hand, it is not always easy to evaluate a subjective concept such as “disparaging” by using an objective criterion such as the average consumer perception. The meaning referred to by the criterion of average consumer in respect of the disparaging advertisements and how it is parallel with the criteria determined for disparaging advertisements was examined under the scope of this study.