Wish they all could be Carolina girls.

• Position: Brief Article

Steve Brummett cringed when he saw the 5-foot-high letters chalked on the campus' brick walkways: www.UNCgirls.com. "It was obvious what kind of Web site it was," he explains.

When he got to his office, Carolina's director of trademark licensing logged onto his computer and went to the site. Against a light-blue background were shots of the Old Well and a sweatshirt bearing UNC's logo -- plus snaps of young women in T-shirts and panties. Captions implied they were students. But below the UNCgirls logo was written: "Universal Nude College Girls." Nearby was a disclaimer saying the site wasn't affiliated with the university.

Even so, Brummett figured he had to act. "The Old Well and the letters UNC are federally registered trademarks." He called Michael Drucker, a lawyer at Atlanta-based Collegiate Licensing Co. Drucker researched the URL and learned it had been registered by Theodore Maloney. What his sleuthing didn't tell him was that the Carrboro resident was a third-year UNC law student. Brummett fired off a letter demanding that he stop violating the school's trademarks.

Maloney responded with a call. "He said he didn't have any problem taking the pictures down, and he'd have to discuss the domain name and would get back to us," Drucker says. The Old Well and sweatshirt disappeared, replaced by shots of UNC's student store and a sign on Franklin Street. The name remained; Maloney didn't call back.

The student...