Do you know what is not very demure or mindful, according to the internet? Filing a trademark for a phrase popularized by a beloved social media figure that is not you. The internet has been buzzing about this issue lately, primarily because it involves a well-loved TikTok personality, Jools Lebron, and a man, Jefferson A. Bates, who seems to have capitalized on her viral catchphrase without her consent.
Jools Lebron and Her Catchphrase
Jools Lebron’s terms “very mindful, very demure” have become a staple on social media platforms. With over 2 million followers and 113 million likes on TikTok alone, Lebron has caught the attention of netizens, brands, celebs, and even the White House. Her rise to fame through these phrases has provided her with numerous opportunities. She has collaborated with popular businesses, earned significant income, and funded her gender-affirming care.
The Emotional Impact
In a now-deleted TikTok video, Lebron shared her distress upon discovering that Jefferson A. Bates had filed a trademark for her phrase with the United States Patent and Trademark Office (USPTO) without her knowledge. Visibly upset, she expressed feelings of failure and disappointment, worrying about how this development could impact her financial stability and ongoing journey.
Internet Reaction to the Trademark Filing
Lebron’s fans were quick to denounce Bates for what they perceived as an opportunistic and unethical move. Social media platforms were flooded with comments supporting Lebron and criticizing Bates. Believers in fairness and loyalty condemned Bates for not referencing Lebron in his application and vowed not to purchase any merchandise associated with his trademark.
Social Media Outcry
Examples of the fans’ support include:
- “Sorry but if my money isn’t going directly to Jools if I buy merch that says ‘very demure’ then I’m not buying it. Jefferson Bates is such a loser for doing that to her.”
- “We will NOT be buying any merch from anyone that isn’t you love.”
- “I really hope Jools can challenge the trademark process!!!! They deserve to be able to sell merch! They made the word go viral. Period.”
These statements vividly illustrate the collective sentiment of betrayal and indignation among Lebron’s followers.
Legal Context and Trademark Filing Process
The application filed by Jefferson A. Bates, dated August 20, seeks to trademark “Very demure..very mindful” for advertising, marketing, and promotional purposes. The application, currently listed as live and pending, includes a design depicting how the phrase would appear on materials. Fortunately, several trademark lawyers have weighed in, explaining how trademark registrations function and how Lebron has a strong case for legal opposition.
Trademark Lawyers Weigh In
Ashley Nkadi, a TikTok creator and lawyer who goes by @Bellewoods, provided valuable insights into the trademark registration process. She emphasized that it generally takes over a year for a trademark to be registered if the application is successful. For a registration to be favorable, the applicant must actively use it in commerce. This means Bates would need to prove that he’s selling merch or advertising materials with the phrase.
Nkadi also highlighted the rule of “date of first use,” which means Lebron, with her extensive use of the phrase in videos and promotions, would likely have priority over Bates. This rule significantly boosts her chances of retaining the trademark rights.
Bates’ History of Controversial Filings
The internet’s investigation into Jefferson A. Bates revealed a history of controversial trademark filings. The USPTO database shows that Bates has filed at least seven other trademark applications, with varying statuses from abandoned to pending.
Previous Trademark Applications by Bates
| Trademark Phrase | Status |
|---|---|
| “Let’s Ride” | Abandoned |
| “Go Broncos Let’s Ride” | Abandoned |
| “Broncos County Let’s Ride” | Abandoned |
| “Broncos County Let’s Ride (Again)” | Pending |
| “Let’s Ride Again” | Pending |
| “Take Command” | Pending |
| “#HTTC” | Opposed |
Five of these applications revolve around catchphrases associated with NFL teams, particularly the Denver Broncos and Washington Commanders. The application for “#HTTC” (which stands for “Hail to the Commanders”) has been opposed by NFL senior counsel and is still under review.
Lebron’s Next Steps
Given the widespread support and strong case for opposition, what can Jools Lebron do next? Here are some key actions she might consider:
Legal Opposition
Lebron can formally oppose Bates’ trademark application based on her significant use of the phrase before Bates’ filing. Doing so will involve presenting substantial evidence, such as videos, partnership contracts, and other marketing materials.
Seek Legal Counsel
Hiring an experienced trademark attorney will be crucial for navigating the intricate legal landscape. An attorney can assist in preparing and filing the opposition, gathering evidence, and representing Lebron during any hearings.
Fan and Brand Support
Lebron can leverage her massive online following and partner with brands that support her cause. Public sentiment is strongly in her favor, which could add weight to her legal arguments and potentially deter Bates.
The Broader Implications
This situation raises important questions about intellectual property rights and ethics in the digital age. As social media platforms proliferate, content creators must be vigilant about protecting their popularized phrases and content.
Protecting Your Content
For content creators, trademarking unique phrases and content should be a proactive step rather than a reactive one. Understanding the legalities and taking preemptive measures can safeguard against opportunism.
Public Perception and Ethics
Bates’ actions, viewed as exploitative, highlight the ethical considerations surrounding trademark filings. The public has made it clear that they value authenticity and fairness, and this could shape future behaviors in digital content creation.
Conclusion
The internet’s reaction to Bates’ trademark filing for “very mindful, very demure” is a testament to the power of public opinion and the importance of ethical conduct in the digital age. Jools Lebron, the beloved creator behind these phrases, has the support of her fans and a likely strong legal case to reclaim her creation. As this situation unfolds, it serves as a poignant reminder for all content creators to protect their intellectual property diligently and for opportunists to reconsider their tactics.