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Background
In Vidal v. Elster, Steve Elster applied to register TRUMP TOO SMALL for clothing-related goods at the United States Patent and Trademark Office (USPTO). The USPTO rejected his application based on Trademark Act Section 2(c) which bars registration of an applied-for mark that consists of or comprises a name, portrait, or signature identifying a particular individual without that individual’s written consent. See 15 U.S.C §1052(c). For purposes of Section 2(c), a name in a mark identifies a particular living individual if the person bearing the name will be associated with the mark as used on the goods or services because: “(1) the person is so well known that the public would reasonably assume a connection between the person and the goods or services; or (2) the individual is publicly connected with the business in which the mark is used.” Elster appealed the USPTO’s decision and later filed a lawsuit against the USPTO arguing that its application of the Names Clause to his application violated his right of freedom of speech under the First Amendment of the U.S. Constitution. In 2022, the Court of Appeals for the Federal Circuit agreed with Elster and reversed the USPTO’s decision. The Government subsequently appealed the Federal Circuit decision to the Supreme Court where the Federal Circuit was overruled, the Supreme Court unanimously agreeing with the USPTO’s decision.
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