A legal challenge under the Trademarks Act 1998 is being brought against the Voluntary Euthanasia Society (VES) by a number of organisations. Christian Medical Fellowship, ALERT and The United Kingdom's Disabled People’s Council object to VES seeking to monopolise the phrase 'Dignity in Dying' as they believe it is deceptive and immoral for an organisation which promotes euthanasia to have exclusive use of this phrase. The groups taking the case believe that true dignity in dying is achieved through good palliative care and the love and care of family, friends and healthcare professionals.
On 14th December 2007, solicitors working on behalf of the Christian Legal Centre filed further objections based on Dignity in Dying's decision to use the phrase 'Dignity in Dying' in association with their legal services which deal with wills and living wills. The objections raised are based on the fact that many organisations involved with end of life care may want to use the 'dignity in dying' phrase in a completely different context, for example, to promote palliative care in the final stages of life. The objections are also based on the fact that use of the phrase is deceptive and is contrary to public policy because it is seeking to promote voluntary euthanasia as a dignified death.