YouView could soon be forced into a rebrand after it suffered another loss in the courts. After almost two years of legal battles, telecoms company Total successfully argued that YouView had infringed on its "Your View" trademark. Judges agreed that the brand would was "confusingly similar" to Your View, allowing Total to push ahead not only for damages but also seek an injunction on "any further use of the name." YouView maintains that there's "no confusion" between its consumer TV service and Total's business-to-business mobile top-up platform, but today marks the third (and most likely final) time it has come off second best in the courts. Last year, Livescribe was on the wrong end of a UK trademark dispute and was forced to rebrand its Sky Wi-Fi pen having lost to BSkyB. If YouView suffers the same fate, its backers, which include the BBC, ITV, Channel 4, Five, BT and TalkTalk, will have the fun job of figuring out what to call their TV offering moving forward.
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