Advertising alternatives to trademarked names is completely legal in every sense. It's known as comparative advertising and is established for more than a century.

You simply cannot pretend to be that trademark product/business and you cannot disparage that trademark.

Trademarks differentiate products. App Store is full of shady clones with near identical icons, screenshots and names that differ from the original by a few letters.

> You simply cannot pretend to be that trademark product/business

Some fraction of consumers are duped. Otherwise there wouldn't be so many knockoffs.

If I enter Acme Orbital Thrusters into a search engine, the exact match, their actual website, must be the top hit. Otherwise it's a racket, not a search engine.