A November 14th high court ruling could force the YouView IPTV service to change its name.
Back in May 2012, the joint partners were refused a trademark for the on-demand and catch-up TV service, a decision now upheld at appeal.
The problem stems from the existence of YourView - a trademark held by Total Ltd.
The YouView partners were reportedly aware of this trademark when making their submission to the UK Trade Marks Registry in April 2010, but chose to go ahead nonetheless.
Paul Gordon, partner at Willans LLP Solicitors, explained that the YourView trade mark was registered on November 20th 2009, and YouView is confusingly similar.
"Our client has done the right thing in defending a brand that is pivotal to their business and is legally theirs," he stated. "We welcome the judge’s ruling."
Stuart Baikie, managing director of Total Ltd. said YourView is "a key differentiator" for his company and "a significant part" of its business and future growth strategy.
He claimed it was "absolutely imperative" that the trademark is defended, adding that the firm's opposition has now been "fully vindicated".
However, in a statement, YouView said it has "no intention of changing its name".