26 April, 2025 Revista Digital sobre Patentes, Marcas y Propiedad Intelectual

Hashtag Marks and their use in social media.

BY: Arturo Ishbak Gonzalez, Intellectual Property Attorney, Brinks, Gilson & Lione, US

 

 

#Everyone #has #that #one #friend #who #post #in #social #media #like #this. You might be that friend. However, after reading this article you will be able to identify when and where you should use hashtags. Moreover, if you are already using a distinctive hashtag to promote the goods and/or services of your business, you will consider protecting it as a trademark.

 

But first, what is a hashtag? It is a form of metadata comprised of a word or phrase prefixed with the symbol “#” (e.g., #uspto, #nba, and #chicagobulls). Hashtags are often used in social-networking sites to identify or facilitate a search for a keyword or topic of interest that can become “trending topic.” The most popular social-networking sites for hashtags are Twitter, Instagram, Facebook and Pinterest.

 

Therefore, if you are interested in a topic, you can search hashtags to see all posts that include that hashtag. Consumers normally use hashtags to communicate something specific about a post, identify something, get noticed or complain about something. On the other hand, advertisers use hashtags to aggregate content, measure who is engaged with their brand, associate themselves with a topic or promote a specific campaign.

 

However, using hashtags in social media is not that simple, some social-networking sites have guidelines about hashtag usage and the misuse of hashtags may lead the platform to disable the account. For instance, Instagram banned certain terms like “curvy”, “proanorexia”, #sex and #bubblebutts among others because they were frequently being tied to posts with graphic or offensive content.

 

In this regard, Instagram said in a statement that it blocks certain hashtags, making them unsearchable, “when they are consistently being used to share images and videos that violate their community guidelines.”

 

In this order of ideas, consumers and advertisers are constantly using hashtags in social media to categorize their posts and some forward thinkers are also protecting their hashtags as trademarks all over the world.

 

In the U.S., a mark comprising or including the hash symbol (#) or the term HASHTAG is registrable as a trademark or service mark only if it functions as an identifier of the source of the applicant’s goods or services. Generally, the hash symbol and the wording HASHTAG do not provide any source-indicating function because they merely facilitate categorization and searching within online social media (i.e., social-media participants are directed to search a particular subject by typing, e.g., “hashtag Netflix,” where Nettflix is the subject).

 

Thus, if a mark consists of the hash symbol or the term HASHTAG combined with wording that is merely descriptive or generic for the goods or services, the entire mark must be refused as merely descriptive or generic.

 

Notwithstanding the above, when a mark containing the hash symbol or the term HASHTAG is unitary with other arbitrary or suggestive wording in the mark, (e.g., #SLUGGERTIME for clothing, #DADCHAT for counseling services, and HASHTAGWALKING for entertainment services), no descriptive or generic refusal or disclaimer is required. However, such marks must still be evaluated to ensure that they function as source indicators for the goods or services.

 

In regard to advertising claims, advertisers are responsible for all express and implied messages that are reasonably conveyed by the advertising. Therefore, disclosures such as #sponsored or #ad are often used by advertisers to prevent an advertising claim from being misleading. However, the Federal Trade Commission requires the disclosures to be clear and conspicuous; i.e., they are recommended to be at the beginning of the tweet or image rather than at the end. Likewise, when endorsers are speaking on an advertiser’s behalf in social media, they must disclose the relationship.

 

On the other hand, when a hashtag is used by consumers to criticize a certain brand or campaign, it becomes a #bashtag that could affect negatively the reputation of such brand or campaign. Consequently, advertisers must monitor the use of theirs brands in social media to prevent the misuse of them.

 

Next time you use a hashtag for either describe the content of your post in social media or to promote a specific brand or campaign, you should take into consideration the above guidelines to categorize properly what you want to communicate, to protect your intellectual property rights and to prevent the misuse of your brands.

 

Arturo Ishbak Gonzalez

NBC Tower, Suite 3600, 455 N. Cityfront Plaza Drive

Chicago, Illinois 60611-5599

[email protected]

Twitter: @ArturoIshbak

Comparte tu opinión sobre este artículo

Comentarios

Related Posts

Estudiantes del IPN crean tecnología para operar aparatos con un soplo

23 marzo, 2018

23 marzo, 2018

Fuente: ANTIMIO CRUZ BUSTAMANTE, Reportero de Ciencia, Tecnología e Innovación, Revista Digital Mi Patente, [email protected], www.mipatente.com Estudiantes y profesores de...

Desarrollan en Morelos el programa “Junio. Mes de la Patente”

20 junio, 2016

20 junio, 2016

FOTO 1: La secretaria de Innovación Ciencia y Tecnología de Morelos, Brenda Valderrama Blanco, informó a Mi Patente el contenido del...

IMPI y COMECyT impulsan cultura de la innovación

11 mayo, 2018

11 mayo, 2018

Toluca, Estado de México, 9 de mayo de 2018.- Con el objetivo de fomentar la cultura de propiedad industrial en...

La caída del gigante

26 septiembre, 2016

26 septiembre, 2016

Cada vez que un salvaje rastrea la caza, emplea una  minuciosidad de observación y una precisión de razonamiento inductivo y deductivo...

REINVENTANDO LA CULTURA

18 mayo, 2016

18 mayo, 2016

FUENTE: Lic. Julián Pavón Becerril [email protected]   En el marco del Día Mundial de la Propiedad Intelectual, (26 de abril...

INTELIGENCIA ARTIFICIAL; HACIA UNA REDEFINICIÓN DEL DERECHO DE AUTOR.

14 enero, 2019

14 enero, 2019

SÍNTESIS: El constante desarrollo tecnológico en la cuarta revolución industrial y la consolidación de la inteligencia artificial, implica muchos cambios...

Abren juicio en España contra portales de películas

8 abril, 2019

8 abril, 2019

Los titulares de los derechos de series de televisión y películas se quejaron por pérdidas de hasta 500 millones de euros, unos 10 mil 680 millones de pesos mexicanos.

La tecnología móvil de las comunicaciones.

19 septiembre, 2016

19 septiembre, 2016

El proceso de comunicarse es una actividad fundamental realizada por un individuo para expresar o transmitir datos con otro o...

STAN LEE Y LA FIGURA DEL “WORK FOR HIRE” EN ESTADOS UNIDOS.

23 noviembre, 2016

23 noviembre, 2016

Este próximo 28 de diciembre, Stan Lee cumplirá 94 años de edad. La cara más visible de Marvel es en...

Guanajuato será sede de la segunda cumbre de jóvenes líderes en biotecnología de Latinoamérica (Allbiotech 2018).

4 mayo, 2018

4 mayo, 2018

Autor: EDGAR FERNANDO SUAREZ ZAMORA, Coordinador de transferencia de tecnología y patentes, OTT GRUPO SELCO, [email protected]  Allbiotech es una organización...

La Jamaica de México: un producto versátil para emprendedores altamente competitivos

21 junio, 2017

21 junio, 2017

Salvador González-Palomares y Ramón Del Val-Díaz Centro de Bachillerato Tecnológico Agropecuario (70 y 127). [email protected]     https://www.facebook.com/ChavaGonzalezJalisco/?ref=aymt_homepage_panel Resumen La...

Supera Inversión Extranjera Directa los 10 mil millones de dólares durante el primer trimestre de 2019

16 mayo, 2019

16 mayo, 2019

Según la Secretaría de Economía hay un incremento de 7% en comparación con el mismo periodo del año anterior.

MARCAS ATÍPICAS (PARTE I)

27 abril, 2018

27 abril, 2018

Autora: HUGETTE RODRÍGUEZ HERNÁNDEZ, Especialista en Propiedad Intelectual, experta en Sistema de Oposiciones, SELCO®, www.gruposelco.com, [email protected] Con motivo de la...

UVM y UNITEC proponen nuevo hardware a Moto y AT&T

19 abril, 2017

19 abril, 2017

Fuente: ANTIMIO CRUZ BUSTAMANTE, Reportero de Ciencia, Tecnología e Innovación, Revista Digital Mi Patente, [email protected], www.mipatente.com Estudiantes mexicanos de la...

Empresas japonesas protegen sus diseños industriales ante la Superindustria

13 mayo, 2016

13 mayo, 2016

FUENTE: Henry Roberto Plazas F., Jefe de Prensa, Delegatura Propiedad Industrial, Superintendencia de Industria y Comercio. Bogotá, Colombia www.sic.gov.co. Entre las firmas...