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UK motor insurance news

Trademark causes dispute between online car insurance firm and over-the-phone insurer

Two motor insurance firms appear to be set for the long haul in a dispute over a mouse on wheels.

Esure, an online car insurance company set up in 1999, wants to be able to use a talking mouse on wheels in its advertising.

However, Direct Line has recently won the backing of the Trade Mark Registry, who ruled that the mouse on wheels was an infringement of the copyright for their talking telephone.

The Registry said: "[Esure's] mark is likely to take unfair advantage of and/or cause detriment to the distinctive character and reputation of the earlier marks."

The online car insurance firm is not about to give up, however, and it has announced that it will appeal the decision.

A spokesman for Esure said: "We believe that telephones and mice are suitably different to allow our trademark to be registered."

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