as far as legality, getting the name copyrighted may be simple, but having any teeth behind it might be hard. the term is common and accepted enough that even the anti-cigarette thing will be difficult.
take these examples -- words like escalator and elevator are actual copyrighted brand names, but they're so common that if i copyright my own "sup-r-lift" brand escalator and call it the most bestest escalator ever, the company that owns the copyright to escalator is s.o.l.
regardless, if he's doing this just to keep bad things like the "shaolin burger" or whatever from being marketed, then more power to him, and i'll rubmybuddhas for his good fortune.
" i wonder how many people take their post bone marrow transplant antibiotics with amberbock" -- GDA