Social media has changed the way businesses grow, and influencers are now some of the most powerful marketing tools out there. But with great exposure comes great risk—especially when it comes to trademark rights and brand protection. What happens when an influencer misrepresents your brand? Or when someone starts using your logo without permission? From Kylie Jenner’s trademark disputes to brands cracking down on counterfeit influencers, let’s talk about how to keep your brand safe in the wild west of digital marketing.
The Fine Line Between Promotion and Misuse
When influencers partner with brands, they become public faces of that company. But what happens when they go off-script? In 2019, fashion brand Revolve faced backlash when influencers promoted a campaign that some saw as tone-deaf and exclusive—hurting the brand’s reputation. While influencers can help boost awareness, they can also put your brand image and trademarks at risk if they don’t follow your guidelines. That’s why clear contracts and brand agreements are essential.
Who Owns What? Trademarks in the Influencer Era
Influencers also build their own brands, sometimes causing trademark conflicts with established businesses. For example, Kim Kardashian’s SKKN brand was hit with a trademark dispute from a small beauty company that claimed prior rights to the name. If you’re a business owner, this means you need to trademark your brand early—before someone else does. The rise of influencers also means companies should monitor trademark applications to ensure their name isn’t being used without permission.
Fake Endorsements and Impersonation: A Growing Issue
Scammers love social media, and many fake influencers pretend to represent brands for free products or money. Luxury brands like Chanel and Gucci have cracked down on counterfeit influencers who falsely claim sponsorships. This can damage a company’s reputation and credibility. To protect your brand, consider trademark monitoring services that alert you when your name, logo, or products are being used without permission.
How to Keep Your Brand Safe
In the fast-paced world of social media, brand protection is more important than ever. Businesses should:
- Trademark their name, logo, and signature products
- Create contracts with influencers outlining brand guidelines and legal protections.
- Monitor trademark filings and social media for misuse or impersonation.
- Take action against unauthorized use—whether it’s influencers misrepresenting your brand or scammers pretending to be affiliated with you.
Influencers can be powerful allies in marketing, but without legal safeguards, they can also create headaches for your brand. If you need help securing your trademark rights or dealing with influencer-related disputes, our team is here to help!