Nowadays, the economy is strongly determined by the increased competition in the market. In order to differentiate themselves from their competition, entrepreneurs are using advertisements, which are not permitted unrestrictedly. Frequently, advertisements cause a misleading of the target public. The aim of the prohibition of misleading statements, which is codified in § 2 UWG, is to avoid such situations. This paper deals with advertising concerning Unique Selling Propositions and places it in the legal context of the UWG. As a first step, a definition of advertising concerning Unique Selling Propositions is shown by using examples and it is subsumed under §§ 1, 2 and 2a UWG. The next step is pointing out the exact way, in which the subsumption under § 2 UWG has to take place. Subsequently, the conditions under which advertising concerning Unique Selling Propositions is permitted, are described in detail. The special focus of this paper is advertising concerning Unique Selling Propositions, which are conducted by entrepreneurs in the print media industry. Therefore, the next chapter deals with the print media industry and the study of media consumption in Austria. The specific forms of advertising using information such as the circulation, the reach and the number of readers of a newspaper are stated precisely. In addition, the stated facts are illustrated on the basis of examples from the judgements of the OGH.