Thu, 14 Sep 2017

Chicago Bears Back Off GoBears Hashtag Dispute Over Trademark Concern With Cal
Furnished content.


With the trademarking of hashtags now in full swing, it's about time some light was shone on exactly what type of trademarks are granted on them. The trademarking of hashtags isn't in and of itself perplexing, although it does cause this writer some mild annoyance. Locking up language in general is something that should be treated carefully, but doing so specifically with social media language in an ecosystem designed for proliferation and sharing is ripe for conflict. One need only look at how the Olympics treats hashtags to see this, or how big businesses will greedily "protect" the use of hashtags, no matter any actual concern about public confusion over the use of the marks. The point is, the same general problem with the practical application of trademarks is exacerbated by social media: trademarks too often aren't specific or identifying enough.Recently, an example of this has emerged on Twitter in the form of a quickly-resolved dispute between the University of California and the NFL's Chicago Bears. Cal's mascot is "the Golden Bears", you see. The Chicago Bears somewhat irritatingly staked a claim to the hashtag #GoBears, such that the Chicago Bears logo appeared every time someone used the hashtag. The University of California holds a trademark on the hashtag, however, and the school's Twitter account registered its annoyance with the Chicago team in an admittedly congenial way.

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