TRAVEL Shop Direct is facing court action over its branding from rival company TV Travel Shop.
Travel Shop Direct commercial director Gary Wardrope, right, launched the operation just three days ago on Sky Digital and cable networks.
But TV Travel Shop joint managing director Harry Goodman said the names are too similar and are likely to confuse the viewer.
“I thought they were going to call themselves Travel Direct. The use of the word shop makes all the difference,” said Goodman.
“I don’t mind competition but the two names could easily be confused in the market. I shall be speaking to our lawyers.”
But Wardrope denied the branding would lead to confusion. “We cleared the name with our own lawyers and do not believe there is a problem,” he said.
Travel Shop Direct will initially broadcast for four hours, increasing to six from February 1.