Take a stroll through a Mongolian liquor store and you will find no less than a half dozen separate brands of vodka and beer with the image and name of the nation's favorite historical figure, Ghenghis Khan, applied as endorsement. The same goes for tourist agencies, restaurants, and everyday household products. Mongolia's legislature, however, began debating on Thursday on a new law to regulate the use of the great conqueror's moniker on commercial products in order to prevent the cheapening of Khan's legendary status.

In the early 13th century, Ghenghis Khan established an empire and dynasty that would reach as far as Eastern Europe, encompassing present day Russia, China, and much of the Middle East. Efforts to protect the Khan's name, often reviled outside of Mongolia as a symbol of barbarism, demonstrate the pride contemporary Mongolians hold to their legendary past.

E. Bat-Uul, a lawmaker in Mongolia's capital city, explained in an interview for the Associated Press that Khan's name was restricted during the country's history as a communist satellite of the Soviet Union. However, following the end of communism, Khan's name began to be used far too frequently.

"We are not showing enough respect to Ghenghis Khan," he said. "We tend to use his name more on vodka bottles. If today somebody produces toilet paper with Ghenghis Khan's name, we do not know what to do about it as currently there is no law to regulate this issue."

Should the new legislation pass, the name Ghengis Khan would only be applied to commercial products when granted by the government.