The boudries are that you are not allowed to take their name.
It would be a big problem if you use the name. Remember, if you use the name, the other company would sue you. And the court would not be in your favour becuase it is a law not to use the competitors name.
Another thing that you need to remember that dont try to make it more obvious that from which company the competitor product belongs to, because even that is a red flag!!
Otherwise they still use other products in commercials, but they always sensor the product and the name of the product, so that no one would know who you were talking about.