This document discusses advertising wars, which are comparative advertisements that mention competitors by name to show superiority. The key points covered are: - Advertising wars compare products on measurable attributes to identify competitors and convince consumers of a brand's superiority. - Notable advertising wars in history include Pepsi vs Coca-Cola and Complan vs Horlicks. - While advertising wars can increase transparency and competition, they also risk consumer confusion if comparisons are incomplete or inaccurate. Regulations in India allow comparative ads if aspects compared are clear, no artificial advantages are conferred, and competing products are not unfairly denigrated. Both benefits and risks of advertising wars are discussed.