A reality TV star is seeking to assert his trademark rights through the courts, according to reports.

Mike ‘The Situation’ Sorrentino – a cast member on Jersey Shore – is suing a lifestyle company for allegedly cashing in on his ‘GTL’ trademark.

Reports suggest his lawyer is pressing ahead with a lawsuit after initially sending a cease and desist letter to MyGTLFuel.com.

The letter requested that the website stopped using the term GTL, or face further enforcement action.

MyGTLFuel.com has decided to continue selling tanning and energy drink products using the GTL name, meaning Mr. Sorrentino is now seeking court intervention.

Dana Valentino, the owner of GTL Fuel, expressed his view that Mr. Sorrentino does not own exclusive rights to the trademark.

He signalled his intention to defend his business interests, by continuing to offer GTL-branded products.

Jersey Shore, which premiered on MTV in December 2009, follows the lives and loves of eight real people sharing a house.

The reality show, which has run for four seasons, has proved to be a major ratings success for the network.

‘The Situation’ sues over GTL trademark use

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