On the other hand, when one or both the functions are frustrated, the rule is considered to be normatively weak. For instance, the rule regarding comparative advertising in Canada appears to be inconsistent with both functions to the extent that prohibiting a company to use a competitor's name in order to convey correct information to consumers makes communication less efficient and more costly (linguistic function), and makes it hard for the company to explain why the products it sells are different from the competitor's, which would create a trust problem (trust function)