Betr has rejected HBO’s cease-and-desist demand over a three-minute betting advert featuring former “Entourage” stars Jeremy Piven and Adrian Grenier. HBO claims the advert imitates the programme’s setting, character dynamics, dialogue and style, while Betr argues that the actors are appearing as themselves and that recognition of their past association is not the same as reproducing HBO’s intellectual property.

Betr says the advert contains no references to “Entourage”, character names, footage, music or dialogue, and has refused to remove it. Its lawyers point to previous cases in which HBO argued that elements such as Miami parties, lavish lifestyles, boats and fast-talking characters were not protectable expression, while “Entourage” creator Doug Ellin has criticised the commercial as an obvious imitation. Betr is asking HBO to identify the specific protected material allegedly copied and provide evidence of consumer confusion.