The agency, owned by Engine, has blocked UKTV’s attempt to claim sole ownership of the moniker with the European Union’s trademark body, the Financial Times reports.
The Office for Harmonisation in the Internal Market backed the agency’s objection to the use of the name in several categories, including broadcasting and distribution of television programmes and interactive entertainment.
The marketing services firm, which never registered the name, argues that the channel’s use of the name has affected its business since it was launched in 2007. The channel rebranded from UKTV G2 with the strapline “The home of witty banter”.
UKTV says it will appeal the decision, adding that no confusion exists in consumers minds.
It adds: “We run a very successful television channel and they’re a brand consultancy agency. We are appealing the decision and are confident of a favourable outcome.”
Engine says it is “happy” with the outcome and will look “closely at options” to enforce the decision under UK trademark law.