One of the largest media companies in the world is flexing its muscle to stop anyone using a phrase beginning with the words: "Pimp my ...".
Viacom, which owns MTV, the worldwide music channel, has sent threatening legal letters to a website about children' sweets and a shop that sells treats for pets, which it believes are trying to rip off its hit MTV programme Pimp My Ride. The show takes old cars and customises them in an attempt to make them look stylish.
MTV that has sought to register as trade marks the show's title and the phrase "Pimp my ..." The company sent warning letters to the website Pimp My Snack, in which people share recipes for giant versions of confectionery.
Viacom also perceived a threat to its show in Wilmslow, Cheshire, where Liz Wilson had opened a luxury boutique for pets offering clothing, collars and food, named Pimp My Pet.
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