TikTok Creator’s Catchphrase Stolen: Why IP Protection Can’t Wait

It is not only TikTok as a platform that faces challenges related to intellectual property – creators themselves must also increasingly fight for their rights.

An example? Jools LeBron, whose phrase ‘very demure, very mindful’ took TikTok by storm and attracted millions of fans, and even collaborations with major brands.

Unfortunately, before she could secure it, someone else in the US registered the phrase with the trademark office, attempting to take control of it.

Although the situation seems difficult, lawyers emphasise that Lebron has strong arguments – she was the first to popularise the phrase and is already commercialising it.

This story shows that in the world of online creators, quick action on intellectual property protection is essential and can determine the future of a career.