Orange UK has revealed plans to start legal action against Stelios Haji-Ioannou’s EasyMobile over the use of the colour orange to market its telecoms services. Orange and EasyMobile have been in negotiations for over six months over the matter, but have been unable to secure any kind of agreement. Haji-Ioannou said that his company has the right to use the colour, as it has done so for the last ten years for its other services, and sees it as its trademark colour. Orange has accused the mobile virtual network operator, which is set to launch services in the UK next month, as trying to ‘pass off’ as Orange, which means adopting a trading style that could lead consumers to confuse it with another business. Haji-Ioannou said that the suggestion is ‘laughable’.