Insurers are not having much luck with their names lately. Following CGNU's shareholders revolt over the proposed new name Aviva, Royal & SunAlliance (R&SA) has become embroiled in a damage limitation exercise over its trademark.

It seems the insurer's US division has decided to take action over an unauthorised use of its brand name.

A group purporting to be an insurance and personal loans specialist is trading under the names "Royal and Sun Alliance International Loans and Insurance Group", "Royal and Sun Alliance Finance" and "Royal and Sun Alliance".

The problem arises with the use of the word "and" instead of an ampersand in the official title, the company said.

Anyone interested in comparing rates of this insurance usurper can go to www.royalandsunalliance.20m.com .