Battle for ‘7’ in store

THE Seven Network is locked in a legal battle with global convenience giant 7-Eleven Inc, filing federal court documents last week requesting the Texas-based firm lose its local trademarks for brands understood to include 7 FRESH, 7 CONNECT and 7 SELECT.

The Kerry Stokes-backed Seven West Media says it is “unacceptable” for 7-Eleven to use branding in Australia that includes 7 but omits 11, as the number 7 is synonymous with the broadcaster.

“Seven is taking action to ensure that its household name is not encroached on by 7-Eleven’s attempts to adopt brands that no longer include 11,” the ASX company said.