An Italian news service reports that Ambra Pasta, an Italian pasta company, has commenced legal proceedings against EA over the use of the trade-mark AMBRA in EA's FIFA 2006. The exact nature of the proceeding, and the grounds for the claim, are not clear. If the mark does not appear in association with the game when it is sold, Anglo-American trade-mark law suggests that EA is not in fact 'using"? the mark in an infringing manner. Ambra might be claiming that by having the AMBRA mark appear in its games, EA is suggesting a sponsorship or endorsement by Ambra that does not exist, or is otherwise degrading the marks' reputation.