An ad hominem argument is typically, according to Wikipedia, "a rhetorical strategy where the speaker attacks the character, motive, or some other attribute of the person making an argument rather than attacking the substance of the argument itself." It is in the name that this type of argument is an attack on a person.
What if the entity being attacked is not a person? Perhaps it's a legal entity like a business (and the 'argument' being made is about the quality of their offerings if you want to be pedantic). "The services offered by X are bad because their reviews are bad and they were fined recently for breaking a bunch of regulations." Or "don't trust Y, recall that Y used to be called Z but they rebranded to Y because their reputation was so bad." I'd give a real life example of the latter, but that might be a little... meta.
Does the term ad hominem still apply? Is there a better alternative?