Which concept relates to unfair competition through false advertising?

The concept that relates to unfair competition through false advertising is misrepresentation. Misrepresentation occurs when a party falsely presents the characteristics, qualities, or benefits of a product or service, leading consumers to a mistaken belief which can influence their purchasing decisions. In the context of advertising, misrepresentation is particularly relevant when a company makes untrue claims about its goods or services intended to deceive potential customers and gain an unfair competitive advantage over others in the market. By misleading consumers, a business engages in practices that are not only unethical but also legally actionable under commercial law.

Other related terms, while important in their own right, do not specifically align with the context of false advertising in the same way. Fraud encompasses a broader range of deceptive practices which involve intent to deceive; however, misrepresentation is more narrowly focused on misleading claims in advertising. Defamation pertains to damaging false statements about an individual or organization, while disparagement involves false statements that specifically harm another business's reputation, rather than misleading customers about one's own products or services. Hence, misrepresentation is the most appropriate choice concerning unfair competition through false advertising.