A trademark battle could mean Dave is forced to change its name after a legal challenge by a branding consultancy.

Dave, a London agency owned by Engine, a marketing services group, successfully blocked the UKTV channel’s attempt to claim ownership of the Dave marque with the European Union’s trademark body.

Both firms operate from offices on London’s Great Portland Street which the agency claims has compounded confusion between the two and affected its ability to trade.

The EU’s Office for Harmonisation in the Internal Market last week upheld the consultancy’s opposition to UKTV’s trademark application in most categories, including those covering broadcasting, advertising, production and distribution of television programmes and interactive entertainment, citing its earlier use of the name.

UKTV may appeal against the ruling within two months. If it does not, Engine’s lawyers could pursue UKTV for compensation or force it to change the channel’s name.

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