A bid by troubled New Zealand mutual insurer AMI to trademark “My Insurance” has been put on hold following an appeal by several competitors.

In November the Intellectual Property Office of New Zealand (IPONZ) approved the AMI application to apply trademarks to “My Insurance”, and several other titles such as “My Car Insurance”.

IPONZ determined that the average consumer would perceive the “my” prefix in insurance terms to be distinctive rather than the common application of the term.

Major insurers AA, IAG, Tower and Vero have united to appeal the decision, claiming “my” is plain English and in common use by the industry and its customers.

If AMI Insurance is successful, it will have the sole right to use these terms within the insurance industry, prohibiting the use by any of its competitors.

However, a decision could be several months away, with Justice Joseph Williams reserving his decision.