stated that he has a "very conservative policy" and that he had an "unapologetic commitment to our borders, our language and our culture", borrowing a well-known catchphrase of radio host Michael Savage. He changed his appearance by wearing a dress suit and had his hair cut. On October 6, 2010, Burck officially declared his presidential candidacy at a press conference in Times Square. He stated that he was neither a Democrat nor a Republican, but rather "an American" and that he intended to lead the U.S. Tea Party movement into the Oval Office. Bloomberg referenced the Naked Cowboy during the tenth 2020 Democratic primary debate in Charleston, South Carolina on February 25, 2020. When asked whether he would support expanding his signature soda ban policy nationwide, Bloomberg stated that what is right for one city is not necessarily right for every city "otherwise every town would have a Naked Cowboy." According to The Wall Street Journal in December 2020, Burck is "a big Trump supporter." He participated in a rally in Washington, D.C. prior to the storming of the United States Capitol on January 6, 2021. Infringement lawsuits filed Mars Inc. Mars, Incorporated created a short animation of the Blue M&M's character playing a guitar while dressed in a white cowboy hat, cowboy boots and underpants on the electronic animation display that hangs outside the M&M's store at Times Square. Burck, who owns registered trademarks to the Naked Cowboy name and likeness, filed a trademark infringement lawsuit against Mars Incorporated on February 15, 2008. Burck alleged that the ads infringe on his trademark by "using his likeness, persona, and image for commercial purposes without his written permission and by falsely suggesting that he endorses M&M's candy." The Cowboy's lawsuit, filed in federal court in Manhattan, requested an injunction stopping Mars from using the Naked Cowboy's likeness to advertise M&M's products, up to $100 million in punitive damages, and attorney's fees. On June 23, 2008, the court issued a decision that dismissed a portion of the suit relying on New York law but rejected a motion by the defendants to dismiss the trademark claims. Burck and Mars Incorporated settled the lawsuit in November 2008, the terms of which were never disclosed. CBS Burck filed a trademark infringement lawsuit against CBS in February 2011, saying the network's use of a 'Naked Cowboy'–like figure in an ad for a television show demeaned his