SIOUX FALLS, SD — Most college graduates eventually realize that the three initials that refer to their alma mater also refer to someone else’s. Regardless of that harmless reality, one South Dakota college has decided that it and it alone may be referred to by the letters NAU. Or maybe it just doesn’t want to share the honor with Naughty American University.

However that plays out in the real world, National American University has filed suit against adult production company Naughty America for daring to use the acronym “NAU” or full name “Naughty American University” online.

In fact, Dlorah Inc. filed a civil complaint against La Touraine Inc. in federal court in Rapid City, SD claiming that the adult company has violated trademark and engaged in cyber piracy. The suit’s goal is to be awarded financial damages by a jury and ban the latter company from using either name to refer to its erotic entertainment.

According to CNBC, Dlorah offers associate, bachelor’s and master’s degree programs on 16 campuses in South Dakota, Colorado, Kansas, Minnesota, Missouri, New Mexico and Texas and also offers internet-based courses. The suit states that Dlorah has done business as National American University and NAU since 1997 and invested millions in promoting those names via a variety of mediums.

Apparently, all the work done to build its wholesome academic brand was undone in September of 2003 when La Touraine registered a domain that included mention of the company’s “Naughty American University.” About six months later, the company launched FastTimesAtNAU.com and attempted to trademark the name, further infuriating Dlorah.

Dlorah contends that in addition to making money from names that are “nearly identical in sight, sound and commercial impression” the porn production company causes confusion between the two entities, with students, potential students, alumni and parents apparently unsure which is which – or whether both are the same. This, the suit insists, inspires potential students to look elsewhere for their education.