Following hard upon Iva Cheung’s delicious food-based ethnic slurs post, we turn to disparaging and sweary food truck trademarks.
First, a recent and timely controversy over food service-related branding. Local officials in Keene, New Hampshire were dismayed when signage popped up for a new Vietnamese restaurant, PHO KEENE GREAT.
It may be just August 17 to you, but in the sex-tech world, or at least the U.S. portion of that world, it’s a day of celebration. Today marks the expiration of a patent for a “Method and Device for Interactive Virtual Control of Sexual Aids Using Digital Computer Networks,” also known as Patent 268, also known as “the Stupid Patent,” also known as the teledildonics patent.
“Strong language” covers a lot of speech, from profanity to racial and ethnic slurs. The slurs got a big boost on 17 June 2017, in a United States Supreme Court decision. Until then, the Lanham Act of 1946 — which governs American trademark law — prohibited use of derogatory terms like slurs in federally approved trademarks. To quote the Act, trademarks may not “disparage … persons, living or dead, institutions, beliefs, or national symbols, or bring them into contempt, or disrepute.” The Court unanimously decided instead that trademark owners can disparage with abandon and bring others into contempt or disrepute deliberately or with disregard.
In the words of Justice Samuel Alito, who wrote the majority opinion, Simon Tam — founder of The Slants, the first all Asian-American dance-rock band — applied “for federal trademark registration of the band’s name […]. ‘Slants’ is a derogatory term for persons of Asian descent, and members of the band are Asian-Americans. But the band members believe that by taking that slur as the name of their group, they will help to ‘reclaim’ the term and drain its denigrating force.” The United States Patent and Trademark Office refused the application because slant refers to the disparaging stereotype that people of Asian heritage are “slant-eyed.” The band hoped to “‘take ownership’ of stereotypes about people of Asian ethnicity.” The USPTO obstructed that re-appropriation. Continue reading