LOS ANGELES: The estate of Humphrey Bogart has filed a lawsuit against British-based clothes company Burberry over use of the film icon's name in an advertising campaign.

Bogart's family supports the legal action, filed in Los Angeles on Wednesday, over the claim in online advertising on social platforms including Twitter and Facebook.

They say Burberry advertised globally that Bogart wore a Burberry trench coat in the final scene of Oscar-winning 1942 classic "Casablanca," without the permission of the Bogart Estate.

"Just as Burberry needed to obtain (Harry Potter actress) Emma Watson's consent before using her name and image to promote Burberry's brand and products, it needed to obtain permission from the Bogart Estate to use Humphrey Bogart's name," said lawyer Michael O. Crain.

"Burberry's business hinges on respect for its own intellectual property rights, so it is quite surprising to see that it apparently has so little respect for the clear rights of others."

Stephen Bogart, son of the Hollywood legend, added: "This is such an incredibly disappointing and disrespectful action by Burberry.

"Apparently they believe a shoe company can advertise the fact that Brad Pitt wore its brand while jogging down the street, or a beverage company can claim George Clooney drank its product in one of his movies -- all without even asking, much less obtaining, the actors' permission.

"Wouldn't that be a nice, clever way to get Hollywood icons to endorse or advertise products without paying compensation or, more importantly, obtaining permission?

He added: "What's next, a cigarette company can start an advertising program claiming Bogie smoked its brand, and there's nothing our family can do about it?"

Bogart, who also starred in films including 1941's "The Maltese Falcon" and 1951's "The African Queen," died in 1957 aged 57.

A spokesman for London-based Burberry did not immediately return a call for comment on the Bogart legal action.