Sticks and stones may break my bones, but names will really help me. That was the thought which inspired the British Voluntary Euthanasia Society to change its name to Dignity in Dying two years ago. Palliative care specialists, euthanasia opponents and lobby groups for the disabled were critical. But when Dignity in Dying attempted to trademark the phrase, they were outraged.

"Patients often ask whether they will have dignity in dying because they are frightened, feel abandoned, are worried they might be left incontinent, confused or in another state that will undermine their personal dignity," they complained to the government. "For the Voluntary Euthanasia Society to seek a monopoly of a common English phrase in order to invest it with a totally different meaning is dishonest and will create confusion".

Dignity in Dying, naturally, disagreed. Its chief executive told the BBC: "We get so many calls from terminally ill people saying, 'please just let me die with dignity' and we are committed to making this a reality."

A lawsuit ensued under the Trademarks Act 1998. Later on, the Christian Legal Society also objected to Dignity in Dying's decision to use the phrase the phrase to describe living wills. But all this recently drew to a close when Dignity in Dying withdrew its application. It retains its own stylised trademark - ‘dignity in dying - your life your choice’. The anti-euthanasia lobby has described it as a victory for the English language and the pro-life cause.