Instagram, US photo-sharing giant, which was bought by Facebook for 1 billion USD in 2012 has ordered the owner of a British anti-litter app,”Littergram” to change its name.

Littergram invites people to share pictures of rubbish and report the location to their council. However, Lawyers for instagram, said the name was “not acceptable”.

Danny Lucas, owner of “Littergram” sent Facebook’s Founder, Mark Zuckerberg a video asking him not to “kill” his project. He added saying “changing his brand would destroy all their ingenuity and hard work”.

Lucas who tried to register his brand Littergram in December 2015 and has since met lawyers for Instagram to explain his campaign, said his mission was to make littering as anti-social as drink-driving and to educate children.

Bristows’ letter said Instagram appreciates the project’s social objectives and Mr Lucas’s time, money and effort but the name Littergram was “still not acceptable”.

It said the brand “utilises and relies on social media usage” and they could not allow its use “in relation to services which are core to its world renowned activities in this area”.

The firm gave Lucas three to six months to phase out the name.

Lucas said he created the not-for-profit app after sending “telegram postcards” of litter photos to councils in 2014.

A Facebook spokesman said the motivation behind littergram was admirable and it had engaged in a conversation to see if there was a way for them to have an app which operated in a way that was different enough to Instagram to not risk infringing their trademark.

The social network company said it hoped an agreement could be reached before the case reached the courts.