trademark

Taylor Swift is entering her trademark era.

The global pop star’s company, TAS Rights Management, filed three new trademark applications last week, per the U.S. Patent & Trademark Office. Two of the applications relate to soundbites of her voice, saying the phrases “Hey, it’s Taylor Swift” and “Hey, it’s Taylor.” The other is a well-known image of Swift, often representative of her recent Eras tour, featuring the 36-year-old onstage, holding her pink guitar and dressed in a shimmering bodysuit.

The push to lock down her public image comes at a time when many high-profile celebrities have called for regulations against unauthorized AI-generated content. Matthew McConaughey was one of the first Hollywood A-listers to leverage trademark law as an extra layer of protection.

In January, the “Interstellar” actor secured eight trademarks for his likeness, including images of him smiling and the iconic recording of him saying, “Alright, alright, alright,” from the 1993 movie “Dazed and Confused.”

“My team and I want to know that when my voice or likeness is ever used, it’s because I approved and signed off on it,” the actor told the Wall Street Journal in January. “We want to create a clear perimeter around ownership with consent and attribution the norm in an AI world.”

Registering a trademark for a celebrity’s speaking voice to defend against the prospect of AI-voice generation is a novel legal approach that has not yet been tested in court. Representatives for Swift did not respond to a request for comment on the intent of the recently filed trademarks. But Josh Gerben, one of the first attorneys to report Swift’s latest legal moves, said this is one of the growing gaps in intellectual property protection that AI can exploit.

Before AI infiltrated the internet, musicians, like Swift, would typically rely on copyright law to help prevent the unauthorized use and distribution of their music, while right to publicity laws would protect them from unlawful commercial use of their likeness. But with AI, users can manipulate people’s voices and images to sing or say practically anything.

So if McConaughey has a trademark on his voice saying a phrase, then theoretically any AI-generated voice that sounds similar to it could be considered a violation of that trademark, according to Gerben.

“If they have this trademark protection in place, then the [AI] platforms can’t use that same voice to create new content,” Gerben said. “Every celebrity would essentially have to go and do the same thing, but it’s trying to cut this off at the source as much as possible.”

Variety first reported news of Swift’s trademark filing.

As one of the most popular musicians, Swift has dealt with her share of unauthorized AI-generated content. She was previously one of the many female celebrities whose likeness was among several of Meta’s AI chatbot virtual celebrities. The illicit chatbots allegedly produced pornographic images. Before the 2024 presidential election, Donald Trump also shared AI-generated images of Swift falsely suggesting that she had endorsed him, including one of her dressed as Uncle Sam with the words, “Taylor wants you to vote for Donald Trump.”

Because Swift is such a recognizable public figure, Luke Arrigoni, the chief executive of Loti AI, a tech company that focuses on likeness protection, said trademark filings like these aren’t merely defensive but rather a setup for a long-term protective infrastructure.

“By locking down these trademarks now, she’s ensuring that if a brand wants to use a ‘Swift-like’ AI voice in 2027, they’ll have to go through her authorized gates or face federal trademark infringement,” Arrigoni said in a statement. “She’s essentially putting a price tag on her digital self, and that’s exactly where the entire talent industry needs to go to survive.”

VICTORIA Beckham has lost a row with US luxury handbag brand Vera Bradley over using the initials VB.

The fashion designer’s Victoria Beckham Ltd team hired intellectual property lawyers in a bid to stop the company registering the letters.

They argued that Posh Spice Victoria was now known globally for her initials — the basis of her beauty firm logo.

But they have now backed down and the application, first published in the Trademark Journal in the US last year, has been registered.

Vera Bradley rakes in more than £200million a year, with customers including Taylor Swift and Sarah Jessica Parker.

Victoria Beckham Ltd — represented by top LA attorney Eleanor Lackman from law firm Mitchell Silberberg & Knupp — asked for more time to put together their case before finally dropping it.

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The US Patent and Trademark Office said: “The Board notes the request, filed by Potential Opposer, Victoria Beckham Limited, to relinquish its extension of time to file a notice of opposition.

“In view thereof, the relinquishment releases the record of application for further processing.”

Last October, Victoria, 52, lost a similar battle with the Norwegian firm Vendela Beauty, with the company successfully arguing she was not famous enough in their country.

And in 2020, the former Spice Girl settled with Australian-based VB Skinland after they successfully registered the trademarks VB Salon and VB Skinlab.

Nic kick a Vic shtick

ACTRESS Nicola Peltz gets her kicks by poking fun at her mother-in-law’s trademark pose.

Brooklyn Beckham’s wife, 31, plays a ballerina in upcoming film Prima — and posted a picture online showing her leg pointed high in the air.

But one comment said: “This is Victoria Beckham’s signature move — stop trolling your mother-in-law.”

Nicola and Brooklyn, 27, are embroiled in a feud with his parents Victoria and David.

By Olivia Monk

Nike has been refused a trademark for Bronny James‘ “b9” logo that appears on shoes have been worn in games by the second-year Lakers player and are being sold by the sports apparel giant.

The U.S. Patent and Trademark Office notified Nike of its decision with a letter of refusal earlier this week, citing “likelihood of confusion” with an already-registered mark by the Back9 Golf Apparel company.

“Applicant’s mark, B9, is confusingly similar to the registered mark, B9,” the refusal letter states. “The marks are similar in appearance, sound, and commercial impression. In addition, the marks are essentially phonetic equivalents and, thus, sound similar. Similarity in sound alone may be sufficient to support a finding that the compared marks are confusingly similar.”

Nike did not immediately respond to a request for comment from The Times.

The James logo features a lowercase “b” with a “9” embedded in the center (where a hole normally would be). The Back9 logo has a capital “B” and a “9” of the same size next to each other. The logos are in different fonts.

In its trademark application, filed on Feb. 27, Nike had indicated the intention of using the logo on seemingly all types of athletic apparel, including footwear, headwear, shirts, pants, shorts and jackets. Polo shirts and golf caps were listed among the many specific examples of possible uses.

The refusal letter notes the use of similar or identical language in the description of goods in Back9’s trademark application, which was filed in May 2021 and approved a year later.

“The overriding concern is not only to prevent buyer confusion as to the source of the goods, but to protect the registrant from adverse commercial impact due to use of a similar mark by a newcomer,” the letter states. “Therefore, any doubt regarding a likelihood of confusion determination is resolved in favor of the registrant.

“Here, because the marks are similar and the goods are related and/or legally identical, there is a likelihood of confusion as to the source of applicant’s goods, and registration is refused pursuant to Section 2(d) of the Trademark Act.”

Nike has until July 13 to appeal the decision.

The Lakers, seeded No. 4 in the Western Conference, start their opening-round playoff series against the No. 5 Houston Rockets on Saturday at Crypto.com Arena.