Brands are chasing TikTok views by jumping in on viral memes like the one of Pedro Pascal eating a sandwich. Legal experts say it's a risky move.
As with any popular trend on TikTok, the brands want in. Brands like Kit Kat, Ryanair, and FlixBus have all posted videos featuring Pascal clips in recent weeks.among brands looking to get attention on TikTok, the strategy has its limits. Legal experts told Insider brand accounts should think twice before adding a famous actor's likeness to a video without their explicit permission.
But the risks for brands utilizing these templates are real, legal experts said. Celebrities have gone after brands for using their identities on social media in the past. Kim Kardashian was awarded $2.
Using celebrity memes in videos isn't the only hazard for brands looking to join TikTok trends. Companies have also recentlyfor adding popular songs to videos without paying for commercial use. For brand managers trying to grow their accounts on TikTok, striking the right balance of participating in user-generated trends without drawing the ire of content rights' holders can be tricky.
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