Insurance giant sues after backlash over ads on Limbaugh show

Insurance giant Humana is suing a Maine company to stop it from using the name "Concentra" to sell memory pills after suffering a backlash over advertising on Rush Limbaugh's show this week.

Humana, the parent company of Concentra Health Systems, filed an injunction on Thursday demanding that Maine's Preval Group stop using that name, the Associated Press reports

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The two companies have been at loggerheads over the issue since last year, the AP reports, but things came to a head on Monday after Preval advertised on Limbaugh's show at the height of the controversy over the radio host’s comments about Georgetown University law student Sandra Fluke.

Limbaugh called Fluke, a "slut" and "prostitute" on his program. Fluke had testified before Congress in favor of requiring employers to cover birth control without co-pays as part of President Obama's healthcare reform law.

Humana’s Concentra unit runs 320 medical centers in 40 states, according to reports. Since the ads for Preval’s similarly-named medication began airing on Limbaugh's show, the Humana unit has faced "universally negative" posts and Twitter comments, according to the company's affidavit.

"We are not affiliated with this company or this product in any way," Concentra says on its web site. "We apologize for any confusion created by this event, but assure you that this advertising is not from our company."

The conservative radio icon apologized for going too far in his remarks over the weekend. 

Limbaugh has lost more than 40 advertisers since the furor over his comments erupted last week. Limbaugh said Monday that many of the advertisers who have dropped his show have been on local affiliates and do not directly support his program.