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What's in a Name?

I don't know which way the law falls on this case:

In a suit filed in November in Montana and posted this week on a legal Web site, Jack Ass, who said he changed his name to raise awareness about the dangers of drunk driving, claimed Viacom was "liable for injury to my reputation that I have built and defamation of my character which I have worked so hard to create."

Mr. Ass knew the implications and common, frequent usage of the term when he changed his name. He did it to raise awareness about drunk driving after his brother's death in a one-car accident, so it was for a good cause. But I don't know how much credibility he has a right to claim when suggesting that a movie has tarnished his... umm... good name.

Posted by Justin Katz @ 05:10 PM EST