Which of the following is a potential disadvantage of comparative advertising?

Comparative advertising involves directly comparing a brand's product or service to that of a competitor to highlight advantages. One potential disadvantage of this approach is that it may lead to litigation if the comparisons made are found to be untrue or misleading. This can occur because competitors might take legal action if they feel that their brand has been unfairly portrayed or if they believe that false claims were made regarding their products.

This potential for legal repercussions can create a significant risk for a brand, as it might not only lead to costly legal battles but can also damage the brand's reputation if the advertising campaign is perceived as deceptive or if it is forced to retract claims. Thus, while comparative advertising can be an effective marketing strategy, the risk of litigation is a substantial disadvantage that companies must carefully consider before employing such tactics.

The other choices highlight positive aspects of comparative advertising, such as building brand loyalty, fostering positive brand associations, or increasing consumer fascination, but they do not address the inherent risks that can come from making direct comparisons to competitors.