If you haven’t heard of the incredible, Demure Diva, Jools Lebron, AKA Miss Demure, an American TikTok blogger/influencer, it’s time to check her out! She’s made waves on TikTok with her signature phrase, “Very Demure, Very Mindful,” which has taken the internet by storm thanks to her unique and personal spin on the word “demure.” But sadly, she has also made the news for intellectual property (IP) issues surrounding her popular phrase.
Traditionally, “demure” has a specific meaning, but in the fast-paced world of social media, language evolves. Jools’ phrase goes beyond its usual definition, embodying a mindset—an effort to present the best version of yourself. “Very Demure, Very Mindful” has become a mantra for self-expression and intentional living, built on Jools’ popularity and the love from her audience.
But while Jools was busy making the phrase a sensation, someone else took notice. Jefferson Bates seized the opportunity and applied for trademark of Jools’ phrase in Washington State. Though he hasn’t yet used it for merchandise, if Jools tries to monetise it in that state, she could face legal action.
Fortunately, Jools seems to have learned from this hiccup. She now has a team dedicated to protecting her IP. She could even apply for a federal trademark, which would cover the entire U.S. and override Bates’ state-specific claim. Thankfully, U.S. IP law operates on a “first to use” system rather than “first to file,” so Jools should have plenty of evidence on her side.
This situation serves as an important reminder for all creatives: take your IP rights seriously! The sooner you learn the basics, ask the right questions, and take necessary steps to protect your work, the better off you’ll be. IP protection is about prevention, not just reacting to problems. Once your creative efforts hit social media, it’s tough to control where they go or how they’re used. While going viral is the dream, make sure you know your rights before it happens.
Stay proactive, be mindful, and protect your creativity!
Thank you, ACID legal affiliate McDaniels Law for the legal insight.
If you need any IP advice, we are always happy to chat about your options. As a member of ACID, you are licensed to use our ‘Member of ACID’ logo for deterrence and you can use the ACID IP Databank to lodge designs for 3rd party, dated evidence. We have teams of legal affiliates to offer legal advice. We hold and post regular education and IP news in the form of webinars, articles and bitesize tips on social media. Plus ready to use legal agreements at a low-cost price, just click and download. On top of all that, we have a thriving and welcoming community of like-minded creatives who all feel the same about integrity and originality in design.
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