And so even when the University okays a shot of a Harvard sweatshirt, film companies are discouraged from using this shot in previews or promotions.

Truth in advertising

A different problem comes when the University's image appears to be affected by the use. Officials say it is inaccuracy, though, rather than malice that the University works hardest to curb.

"You can't say to one group, 'Oh, you're going to say great things about Harvard? You can use it.' And then refuse another group that doesn't portray Harvard as well," Green says.

Instead, the News Office works against those that they feel deride the University unfairly. Green mentions a request she received from the team that produces the TV sitcom, "Sabrina the Teenage Witch" to use the Harvard name in a college recruiting scene they planned to run.

"They would have had a Harvard recruiter standing on the street shouting out, 'Are you a leader? Do you want to go to Harvard?'" Green says.

"That's not the way it works. They were using the name in a completely inaccurate way, so we told them they couldn't use it."

Most of the time, if studios go ahead with their use of the Harvard name--despite the University's rejection of their request--Harvard does little. The only measure available is a lawsuit, which often creates a bigger hassle for the University and useful publicity for their antagonists.