Burck says in his lawsuit that he has registered trademarks to the Naked Cowboy name and likeness . New York judge rules `` Naked Cowboy '' Robert Burck can sue Mars Inc. over ads . Burck sued Mars , ad agency in February for trademark infringement , privacy rights . The case is still pending before the court. Judge dismissed privacy claim , saying that law only protects living persons .
New York judge rules `` Naked Cowboy '' Robert Burck can sue Mars Inc. over ads . Burck sued Mars , ad agency in February for trademark infringement , privacy rights . The case is still pending before the court. Judge dismissed privacy claim , saying that law only protects living persons .