BT Wireless is being renamed as it prepares to demerge from its parent company. Media reports have suggested that Burford, the property group which owns the O2 shopping complex in north London, is consulting its lawyers over BT's use of the name.
However, a spokesman for BT said, "It's not an issue -- the two companies operate in completely different fields. I really don't think anyone will confuse a shopping centre in Finchley Road with a European mobile phone service."
She said that if BT received an approach from Burford, it would respond to the company directly.
The news of the rebranding has been less than well-received by the media, with headlines such as "Is BT's new name O2 silly for words?" appearing in newspapers.