IP Law Daily, TRADEMARK NEWS—D. Utah: MagMutual Insurance Company accused of infringing ‘MYADVICE’ mark, (Dec 11, 2025)
Law Firms Mentioned:Bradford Law Group, LLC
Organizations Mentioned:Advice Media, LLC, d/b/a Myadvice | Atlanta, Georgia | MAG Mutual Holding Co. | MAG Mutual Insurance Co. | MAG Mutual Insurance Company
By Brian Craig. J.D.
The complaint alleges that the medical professional liability insurance company’s new advice delivery platform entitled “MyAdvice” is likely to cause confusion among consumers.
A technology and marketing company in Utah, Advice Media, LLC doing business as MyAdvice, that owns the registered service mark for “MYADVICE” has filed a trademark infringement lawsuit in the federal district court in Utah against MagMutual Insurance Company, one of the nation’s leading providers of medical professional liability insurance. The Utah-based technology company alleges that the insurance company’s launch for the “MyAdvice” risk consultancy and advice delivery platform is likely cause confusion among consumers with the registered MYADVICE word mark. The complaint seeks injunctive relief, corrective advertising, monetary damages, and attorney fees (Advice Media v. MAG Mutual Insurance Co., No. 2:25-cv-01107-AMA (D. Utah Dec. 8, 2025)).
Advice Media, LLC, doing business as MyAdvice, is a Delaware limited liability company with its principal place of business in Utah County. Advice Media has been using the MYADVICE mark in connection with digital marketing and related services for healthcare professionals since at least as early as October 2021. Advice Media owns the service mark registration for the MYADVICE mark (U.S. Reg. No. 7039611) that was registered on May 2, 2023. The mark consists of standard characters without claim to any particular font style, size or color. After MagMutal launched its “MyAdvice” risk consultancy and advice delivery platform in October 2025, the Utah-based technology company filed suit in the federal district court in Utah. MagMutal Insurance Company has its principal headquarters in Atlanta, Georgia and does business in Utah, according to the complaint.
Trademark infringement. The complaint alleges a claim for trademark infringement in violation of the Lanham Act with the insurance company’s use of the “MyAdvice” mark. The complaint alleges that the MYADVICE word mark has no significant disclaimers respecting the Mark. Specifically, the company has not disclaimed the word “advice” apart from the mark. In support of the trademark infringement claim, the complaint asserts that the Advice Media’s commitment to investing in data, technology, and education involves substantially the same class of consumers and customers for the services offered by the insurance company. Advice Media claims that it is a technology and marketing company that provides an integrated AI-powered growth platform and suite of digital marketing services under the MYADVICE brand. The complaint further alleges that while the Utah-based company offers its services to a variety of industries, the technology company and its predecessors in interest have been offering its digital marketing services under the MYADVICE mark, the SLICE OF ADVICE mark, and its previous ADVICE MEDIA mark, to doctors and others in the healthcare industry for more than 25 years. The complaint includes an image of MagMutual Insurance Company’s MyAdvice platform and the company’s press release issued on October 16, 2025, announcing the launch of the new service.
Other claims. Along with trademark infringement, the complaint alleges claims for false association in violation of the Lanham Act, unfair competition, and unjust enrichment. In support of the false association claim, the complaint alleges that the insurance company’s online commercial activities are likely to cause consumer confusion as to the origin, sponsorship, or approval of goods, services, or commercial activities.
Relief sought. Advice Media seeks a permanent injunction to prohibit MagMutual Insurance Company from offering any services with the MyAdvice name and corrective advertising to cure the confusion created in the marketplace by disclaiming, in writing, any association between the insurance and the Utah-based technology company. The complaint also seeks unspecified monetary damages, attorney fees, and costs.
The Case is No. 2:25-cv-01107-AMA.
Attorneys: Trevor Bradford (Bradford Law Group, LLC) for Advice Media, LLC, d/b/a Myadvice.
Companies: Advice Media, LLC, d/b/a Myadvice; MAG Mutual Insurance Co.; MAG Mutual Holding Co.
News: Trademark UtahNews