Image: Littergram

There’s a small British app that allows people to take pictures of trash on the street then report it to local authorities so that they can do something about it. But Instagram thinks that its name—Littergram—is garbage.

Instagram’s lawyers have apparently told Littergram’s owner Danny Lucas that the name is “not acceptable,” according to the BBC. It’s given him six months to change the name, but Lucas claims that altering the brand would destroy his “ingenuity and hard work.” The kind of toil that involves ripping off an existing product’s name, right.

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Lucas has since posted a “personal plea to Mark Zuckerberg” on YouTube. Brace yourselves:

However worthy the aims of Littergram—and trying to clean up city streets is undeniably a good thing—it is still a photo sharing app with a name that’s an awful lot like that of Instagram. So it’s unsurprising that people are annoyed.

It’s unlikely that a video plea will win anyone over.

[BBC]