{"id":281346,"date":"2026-05-15T08:33:40","date_gmt":"2026-05-15T08:33:40","guid":{"rendered":"https:\/\/dominiclevent.com\/blog\/?p=281346"},"modified":"2026-05-15T08:33:40","modified_gmt":"2026-05-15T08:33:40","slug":"a-masterclass-in-the-new-rules-of-trademark-litigation","status":"publish","type":"post","link":"https:\/\/dominiclevent.com\/blog\/a-masterclass-in-the-new-rules-of-trademark-litigation\/","title":{"rendered":"A Masterclass in the \u201cNew Rules\u201d of Trademark Litigation"},"content":{"rendered":"


\nGlobal pop star Dua Lipa recently<\/u><\/a> filed a $15 million lawsuit against Samsung Electronics, alleging that the tech giant featured a copyrighted image of her on the cardboard boxes of their television sets without permission. While Samsung denies any intentional misuse, Lipa\u2019s legal team maintains that the company violated her copyright, trademark, and publicity rights by wrongfully making it appear that the Grammy-winner endorsed their product.<\/p>\n

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According to the lawsuit, filed May 8th, 2026 in a California federal court, Lipa is the owner of all rights, title, and interest in the image entitled \u201cDua Lipa – Backstage at Austin \u200bCity Limits, 2024,\u201d which was allegedly printed on the TV boxes. However, Samsung fired back that \u201cthe image was used only after receiving explicit assurance from the content partner that permission had been \u200csecured, including \u2060for the retail boxes.\u201d<\/p>\n

When any company, but especially a major player in the tech industry like Samsung, outsources work, it is imperative that they ensure trust in their third-party content partners. This becomes particularly vital when that content involves work that requires the partner to secure additional licenses from other parties, like Lipa in this case.<\/p>\n

Conversely, teams with valuable Name, Image, and Likeness (\u201cNIL\u201d) rights must always be diligent, as any misuse of their NIL could look like an endorsement of a brand or product. With this lawsuit, Lipa\u2019s legal team has set the standard on both staying vigilant and going after misuse when it does occur, especially given that this was somewhat of an obscure find.<\/p>\n

The \u201cIllusion\u201d of Product Endorsement<\/strong><\/p>\n

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Quotes from fans reading \u201cI wasn\u2019t even planning on buying a tv but I saw the box so I decided to get it,\u201d \u201cI\u2019d get that tv just because Dua is on it,\u201d and \u201cif you need anything selling just put a picture of Dua Lipa on it\u201d all contribute to the relevant \u201cconsumer confusion\u201d requirement in trademark infringement.<\/span><\/p>\n

Lipa\u2019s team likely discovered Samsung\u2019s use of her image via fan posts on social media, which they wisely included in their filing to strengthen their argument that her publicity rights were infringed upon. Quotes from fans reading \u201cI wasn\u2019t even planning on buying a tv but I saw the box so I decided to get it,\u201d \u201cI\u2019d get that tv just because Dua is on it,\u201d and \u201cif you need anything selling just put a picture of Dua Lipa on it\u201d all contribute to the relevant \u201cconsumer confusion\u201d requirement in trademark infringement. These comments add to the narrative that fans are buying the product simply because they see Lipa on the package, meaning Samsung is profiting off of her image and likeness.<\/p>\n<\/div>\n<\/figure>\n

In another savvy move, Lipa\u2019s team tracked their attempts at trying to inform Samsung of the issue and put a stop to it prior to filing. According to the lawsuit, the team became aware of Lipa\u2019s image being used by Samsung in June of 2025 and immediately and continuously contacted the company in an attempt to cease any further circulation of the image. Samsung evidently did not have an effective process for receiving this information. A functional, monitored intake system could have prevented a highly-publicized court case with a beloved pop star and the unnecessary reputational damage that comes with it.<\/p>\n

\u201cDon\u2019t Start [Infringing on NIL Rights] Now\u201d<\/strong><\/p>\n

Samsung\u2019s third party provider will almost certainly compensate the company for any losses and damages accumulated in the lawsuit. But regardless, any expenses here will pale in comparison to Samsung\u2019s market cap of roughly $1.24 trillion. The real damage is done to the company\u2019s most valuable asset, which Samsung has spent billions and decades refining \u2013 its brand. Thousands of folks could sour on Samsung as a result of their apparent carelessness, especially as company ethics and accountability are increasingly at the forefront for many members of the newer generations.<\/p>\n

Lipa\u2019s team conducted a masterclass in developing their case for trademark infringement that, if successful, will surely be a blueprint for other stars following in her footsteps with similar litigation. In an era where a handful of fan photos can circulate overnight, protecting one\u2019s image is a non-negotiable. As NIL rights continue to evolve with the rise of AI, celebrities and their teams will be even more vigilant about protecting their likenesses. Though the outcome of this case remains to be seen, companies like Samsung should always ensure that they\u2019ve secured proper licensing before any product hits the market.<\/p>\n<\/div>\n\n

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