Even though the statement does not mention any other brand the effect is a negative statement about other brands of ceramic tile. To avoid adverse legal action the company should have the results of systematic tests that compared the ability to clean its tile with other major tile brands. At the federal level most false advertising suits are brought under a statute known as the Lanham Act. That Act prohibits any false or misleading description or representation of fact which is likely to misrepresent the nature, qualities, characteristics, origin or source of a company's goods or services or, those of a competitor. Under the Lanham Act private parties may bring suits.
Most states also have statutes which prohibit false and misleading advertising.
These state statutes most commonly permit private suits as well as actions by a unit of the state government. At the federal level the Federal Trade Commission Act prohibits false and deceptive advertising. It is administered by the Federal Trade Commission, no private rights of action are allowed under it. For an action under the Lanham act a competitor instituting a suit has to show either infringement of a trademark or false advertising. There is no requirement that the plaintiff show that the defendant intended to deceive.