LHC sensitivity to the decay of a Higgs boson to tau mu

We study the sensitivity of the LHC, with 20 inverse-fb of data, to lepton flavour violating Higgs boson decays h -> tau+ mu- (and h -> tau+ e-). We consider the large population of Higgses produced in gluon fusion, combined with leptonic decays of the tau, and estimate that the LHC could set a 95 % confidence level bound BR(h -> tau mu) < 4.5 \times 10^{-3}. This correponds to a coupling of order the Cheng-Sher ansatz y_{tau mu} = sqrt{m_tau m_mu/v^2}.