Chip shop in trouble from The Only Way is Essex over name

A fish and chip shop in Chipping Ongar, Essex, has received a legal letter from The Only Way is Essex. The shop, which opened five months ago, is called The Only Way Is Fish, and uses a logo which is similar to the show's. This, the owners say, has prompted action from the show's production company.

So what did they do wrong, and what alternatives could they consider?%VIRTUAL-SkimlinksPromo%