Microsoft is being sued by a small company in the US over the choice of name for its search engine.
Bing! Information Design, which is based in St Louis, Missouri, has launched a legal action and is seeking damages.
According to the Guardian, lawyer Anthony Simon said, "For nearly 10 years my client has been using the Bing! mark. My client selected this unique mark to distinguish itself in the marketplace and invested substantial time and effort promoting its business using Bing!"
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"Microsoft's use of the identical mark and its aggressive advertising have gutted all of my client's efforts to distinguish its business and created confusion that must be remedied."
The company says it has been using the name since at least 2000.
In a statement, Microsoft said, "We believe this suit to be without merit and we do not believe there is any confusion in the marketplace, but are aware of the suit based on media reports. Microsoft respects trademarks and other people's intellectual property, and it looks forward to the next steps in the judicial process."
The Guardian reported that two other companies also allege trademark infringement over the use of Bing - a web-based shopping service called BongoBing and software company Terabyte, which has a product called BootIt Next Generation (Bing).