Shaq Sues Del Taco, Alleges False Ads

Del Taco faces a lawsuit by Shaquille O’Neal, who says the Mexican fast-food chain falsely implied in radio advertisements that the all-star Laker center endorses it. Del Taco ran a radio advertising campaign from March through April 2000 that featured a character named “Shaq Johnson.” O’Neal claims the ads “were unlawful attempts to exploit the considerable value” of his name and infringed his registered “Shaq” trademark. Del Taco used the Shaq Johnson character “with the intent to deceive and defraud the public and falsely convey that Mr. O’Neal has endorsed Del Taco’s products,” the National Basketball Assn.’s reigning most-valuable player says. The suit, filed in U.S. District Court in Los Angeles, alleges trademark infringement, false advertisement and endorsement, invasion of privacy and misappropriation of a person’s name or likeness for commercial purposes. O’Neal seeks unspecified general and punitive damages. Laguna Hills-based Del Taco, a closely held company, could not be reached for comment.