Taco Bell has launched a scathing attack against 50 Cent after the rapper accused the fast food company of using his name in an advertising campaign without permission.

The rapper filed a lawsuit against the company in July after they challenged 50 Cent to change is name in order to promote their value meals.

In the $4million lawsuit Jackson said the chain's campaign had diluted “the value of his good name”.

However, in response to the lawsuit, lawyers for the fast food chain called the rapper a "self-described former drug dealer and hustler" whose "gangsta rap" had links to violent crime.

They also told Manhattan Federal Judge Naomi Reice Buchwald that 50 Cent has “used his colorful past to cultivate a public image of belligerence and arrogance and has a well-publicized track record of making threats, starting feuds and filing lawsuits.

"At the same time, Jackson holds himself out as a giver to charity and one who wants to give back to his community.”

According to the New York Daily News, the company claims the lawsuit is another attempt by the musician to “to burnish his gangsta rapper persona”.

In The Why Pay More? Advert 50 Cent was encouraged to change his name to 79, 89 or 99 Cent for one day.

His lawyer, Peter D Raymond, said the rapper was not aware of the company's intentions until he saw initial news reports last June.

(by Jason Gregory)