My father runs a small business which has an excellent reputaion and the value of the business is based mostly on the good business name / reputation he has built up over the years. He had an employee working for him for the last few years who has left and is now advertising "XXXX, formerly YYYY" (where XX is their new business name and YY is my father's business name - he is still in business). Legally, I'm sure they're not allowed to to this but what exactly can my father do about it, the turnover for either business is small hence legal costs would not be easily covered. My father would not normally need to pay for advertising but would I be correct in assuming that his best option here would be to advertise to show that he's still in business - a cost he doesn't need