Mutual of Omaha is settling its civil suit against Oprah Winfrey’s production company over rights to use the phrase “aha moment.”

Neither side discussed terms of the settlement, according to press reports.

The phrase, according to Winfrey, is equated with her and her syndicated talk show, even though the Nebraska-based insurer has been using it in connection with its insurance and financial service products since February 2008. Next year, the insurer plans a series of 10 advertisements, chosen by visitors to its website, wherein people discuss their “aha moments,” according to its website.

The insurer and Winfrey’s production company, Chicago-based Harpo Productions Inc., began battling earlier this year when the insurer started using the slogan “official sponsor of the aha moment” in its national advertising, reports indicate.

Winfrey’s company requested that Mutual of Omaha stop using the phrase to promote its products, saying its use could confuse people as to whether Winfrey and the insurer had a relationship.

Winfrey uses the phrase on her program when guests offer “those flashes of understanding,” according the website for O, her magazine.

Mutual of Omaha added a website – ahamoment. com – earlier this year.

Preliminary approval for trademark of the phrase was granted to Mutual of Omaha in April.

Winfrey’s suit was dismissed after Harpo Productions did not file a formal response to Mutual of Omaha’s request that a court allow it to use the slogan and free it of the alleged infringement claim, according to press reports.