The latest internet buzz revolves around the phrase “very demure, very mindful,” popularized by TikTok influencer Jools Lebron. She recently filed for a trademark for various entertainment and advertising services, aiming to protect her viral words and potentially secure future business opportunities. Lebron’s trademark applications are pending, highlighting the complexity of trademarking viral moments and the challenges faced by content creators in monetizing their trends.

In the U.S., trademarking a viral phrase requires a commercial attachment, such as promoting goods or services. Trademarks serve as a source indicator for consumers to identify the origin of a product or service. While multiple brands can operate under similar names, a phrase strongly associated with an individual can take precedence in trademark disputes.

Content creators are increasingly concerned about receiving credit for their work in today’s digital age. Trademark battles often involve multiple applications during viral moments, sometimes leading to challenges in differentiating brand indicators. Despite this, creators like Lebron can take steps to protect their work, such as negotiating with rival applicants or opposing applications based on false association.

Although the trademark process can be lengthy, Lebron is currently free to use her phrase and potentially start selling merchandise. However, the phrase must be used as a brand indicator for trademark rights to apply, distinguishing it from ornamental use. As the saga unfolds, Lebron’s legal team may navigate rival filings and legal battles while exploring options to solidify her trademark rights and capitalize on her viral success.