The Supreme Court made it clear, regardless of any intended message, the First Amendment does not permit anyone to register someone else’s name as part of a trademark. The Lanham Act, the law which governs federal registration of trademarks, (“the Act”), prohibits registration of trademarks containing the names of living individuals without their consent. In the case of Vidal v. Elster, the Court held that such a restriction is not a violation of the First Amendment.

Lately there has been a growing tension between certain trademark applicants and a provision of the 1946 Lanham Act, which governs protection of trademarks. This clause gives the U.S. Patent and Trademark Office ( the “PTO”) the power to deny registration of any “immoral. . . scandalous” trademark, or one that may “disparage . . . or bring . . . into contempt or disrepute” any “persons, living or dead.” 15 U. S. C. §1052(a). For some time now, this issue has been in the spotlight with a lengthy legal dispute over whether the PTO must cancel the “Washington Redskins” trademarks registered to the National Football League team of that name, because the term “redskins” is disparaging of Native Americans. In the latest ruling, the PTO canceled the Redskins trademark registrations, and that ruling is currently on appeal.  A recent decision by the Supreme Court, however, may change everything.