United States: Is Hashflag Infringement A Thing?

Last Updated: September 27 2017
Article by G. Warren Bleeker

Twitter has been referred to as "the Wild West of the internet—a lawless, godless place designed for sinners and sure to corrupt the pure of heart."1 While Twitter may not corrupt everyone, it does open new avenues to commit trademark infringement.

What Are Hashtags and Hashflags?

A hashtag is a type of metadata tag used on social media symbolized with a "#" symbol. Users create a hashtag by placing the "#" sign in front of other text or characters, such as #love or #I_Hate_Mondays. This creates a searchable term on Twitter, Instagram, etc., and users can click on that hashtag to search for other social media posts using that same hashtag.2

A hashflag is a customized emoji (image) that is automatically inserted by Twitter in a tweet if a specific hashtag is used. Twitter launched hashflags for the 2010 World Cup.3 Twitter soon monetized this service, and started charging companies millions of dollars for a temporary hashflag.4 Coca-Cola was reportedly the first company to pay for a hashflag in 2015.5 For a period of time, anytime the hashtag #ShareaCoke was used, a custom emoji of two Coca-Cola bottles would automatically appear in the tweet:

Others joined in the fun. Taylor Swift had a custom emoji created for the release of the music video for "Bad Blood."6 Use of #BadBloodMusicVideo automatically inserted the below custom emoji into the tweet:

A Twitter emoji for #GameOfThrones was introduced in 2016:

Twitter introduced a number of custom emojis for the 2016 NBA All-Star game, including emojis for current All-Stars such as LeBron James, Steph Curry, and former players such as Charles Barkley.7

#CharlesBarkley #LeBronJames #StephenCurry

Trademark Clearance and Enforcement of Hashflags

The advent of custom Twitter emojis requires trademark and brand owners to consider whether to perform additional trademark clearance and enforcement efforts.

If your company or client is interested in securing a custom Twitter emoji, it is prudent to perform a thorough trademark clearance on both the hashtag and hashflag. If not, you can run into problems–just ask the Chicago Bears. For the start of the 2017 NFL season, Twitter unveiled customized emojis for each NFL team. For the Chicago Bears, use of the hashtag #GoBears would automatically insert the Chicago Bears logo into the tweet. Had the Chicago Bears (or Twitter) performed a trademark clearance for the mark GO BEARS, they would have discovered that the Regents of the University of California owns a trademark registration for GO BEARS for use in connection with computer software for enhancing the fan experience (among other relevant goods and services).8 The mascot of the University of California, Berkeley is the Golden Bears.9 Cal fans took notice, and were not too happy with the automatic insertion of the Chicago Bears logo into their tweets referring to the Golden Bears of the University of California. The official Cal Athletics Twitter account posted the following:

In fact, for a time, the official Twitter account for the University of California football team featured a logo of the Chicago Bears.10

A few days later, Twitter, the NFL, and the Chicago Bears had moved on to a new Twitter hashtag/hashflag linked to #DaBears, the University of California reclaimed #GoBears, and the issue appears to be resolved for now.

But this episode raises the broader question—what trademark clearance, if any, does Twitter actually perform before linking an emoji image with a hashtag? Twitter's official trademark policy is that "Using another's trademark in a manner that may mislead or confuse others about your brand affiliation may be a violation of our trademark policy."11 There is a lot of room for interpretation here.

So, yes, hashtag and hashflag infringement can be a "thing." Going forward, it is prudent for trademark and brand owners to monitor the use of Twitter custom emojis or hashflags for any infringement. A list of all current hashtag/hashflag custom emojis can be found at http://hashfla.gs/ and archived ones can be found at http://hashfla.gs/archive/. If you are counsel for an entity considering using this feature on Twitter, it would be prudent to perform a thorough trademark clearance prior to rolling out any custom emoji to avoid trademark infringement claims, and to avoid negative publicity. After the Chicago Bears were forced to give up #GoBears, at least one publication noted that the Chicago Bears were now 0-2 against the Pac-12 Conference—losing the #GoBears fight with the University of California, and apparently losing a prior trademark dispute with the University of Arizona over the mark Bear Down.12


[1] Wild, Andrew "#GoBears reclaimed by Cal football" The Daily Californian (Sept. 21, 2017) http://www.dailycal.org/2017/09/21/gobears-reclaimed-cal-football/ (accessed on September 25, 2017).

[2]See https://en.wikipedia.org/wiki/Hashtag (accessed on September 25, 2017).

[3] Garrity, Justin, "How Custom Emojis Crowned Twitter the Hashtag Registar" Business 2 Community (Feb. 13, 2016) http://www.business2community.com/twitter/custom-emojis-crowned-twitter-hashtag-registrar-01451565#IPMioJXx8DMKzzoL.97 (accessed on September 25, 2017).

[4] Johnson, Lauren "Twitter's Branded Emojis Come With a Million-Dollar Commitment" Adweek (Feb. 2, 2016) http://www.adweek.com/digital/twitters-branded-emojis-come-million-dollar-commitment-169327/ (accessed Sept. 25, 2017).

[5] Johnson, Lauren "These 4 Brands Are Embracing the Twitter Emoji Craze" Adweek (Nov. 5, 2015) http://www.adweek.com/digital/these-4-brands-are-embracing-twitter-emoji-craze-167979/ (accessed on September 25, 2017).

[6] Wright, Mic, "Taylor Swift nabs Twitter's first celebrity custom emoji #BadBloodMusicVideo" TNW (May 17, 2015) https://thenextweb.com/twitter/2015/05/17/haters-gonna-hastag-hashtag-hashtag/#.tnw_UnrcJiTz (accessed on September 25, 2017).

[7] See http://hashfla.gs/nbaallstarto/ (accessed on September 25, 2017).

[8] U.S. Trademark Reg. No. 4750476.

[9] Full disclosure, I am a graduate of the UC Berkeley School of Law, Class of 2000.

[10] See Wong, Leland, "Chicago Bears co-opt #GoBears. Cal fans take it well." SB Nation California Golden Blogs https://www.californiagoldenblogs.com/2017/9/7/16272106/chicago-bears-california-golden-bears-go-bears-twitter-emoji-mike-ditka-hashtag (accessed on September 25, 2017).

[11] https://support.twitter.com/articles/18367 (accessed on September 25, 2017).

[12] Al-Khateeb, Zac, "Cal beats Chicago Bears, reclaims 'Go Bears' trademark" Sporting News (Sept. 12, 2017 http://www.sportingnews.com/ncaa-football/news/cal-golden-bears-chicago-trademark-go-bears-pac-12/1k4mv73l0ionq1bxj0cdi5m1bi (accessed September 25, 2017).

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.

To print this article, all you need is to be registered on Mondaq.com.

Click to Login as an existing user or Register so you can print this article.

G. Warren Bleeker
In association with
Related Video
Up-coming Events Search
Font Size:
Mondaq on Twitter
Register for Access and our Free Biweekly Alert for
This service is completely free. Access 250,000 archived articles from 100+ countries and get a personalised email twice a week covering developments (and yes, our lawyers like to think you’ve read our Disclaimer).
Email Address
Company Name
Confirm Password
Mondaq Topics -- Select your Interests
 Law Performance
 Law Practice
 Media & IT
 Real Estate
 Wealth Mgt
Asia Pacific
European Union
Latin America
Middle East
United States
Worldwide Updates
Check to state you have read and
agree to our Terms and Conditions

Terms & Conditions and Privacy Statement

Mondaq.com (the Website) is owned and managed by Mondaq Ltd and as a user you are granted a non-exclusive, revocable license to access the Website under its terms and conditions of use. Your use of the Website constitutes your agreement to the following terms and conditions of use. Mondaq Ltd may terminate your use of the Website if you are in breach of these terms and conditions or if Mondaq Ltd decides to terminate your license of use for whatever reason.

Use of www.mondaq.com

You may use the Website but are required to register as a user if you wish to read the full text of the content and articles available (the Content). You may not modify, publish, transmit, transfer or sell, reproduce, create derivative works from, distribute, perform, link, display, or in any way exploit any of the Content, in whole or in part, except as expressly permitted in these terms & conditions or with the prior written consent of Mondaq Ltd. You may not use electronic or other means to extract details or information about Mondaq.com’s content, users or contributors in order to offer them any services or products which compete directly or indirectly with Mondaq Ltd’s services and products.


Mondaq Ltd and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related graphics published on this server for any purpose. All such documents and related graphics are provided "as is" without warranty of any kind. Mondaq Ltd and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all implied warranties and conditions of merchantability, fitness for a particular purpose, title and non-infringement. In no event shall Mondaq Ltd and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or performance of information available from this server.

The documents and related graphics published on this server could include technical inaccuracies or typographical errors. Changes are periodically added to the information herein. Mondaq Ltd and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the program(s) described herein at any time.


Mondaq Ltd requires you to register and provide information that personally identifies you, including what sort of information you are interested in, for three primary purposes:

  • To allow you to personalize the Mondaq websites you are visiting.
  • To enable features such as password reminder, newsletter alerts, email a colleague, and linking from Mondaq (and its affiliate sites) to your website.
  • To produce demographic feedback for our information providers who provide information free for your use.

Mondaq (and its affiliate sites) do not sell or provide your details to third parties other than information providers. The reason we provide our information providers with this information is so that they can measure the response their articles are receiving and provide you with information about their products and services.

If you do not want us to provide your name and email address you may opt out by clicking here .

If you do not wish to receive any future announcements of products and services offered by Mondaq by clicking here .

Information Collection and Use

We require site users to register with Mondaq (and its affiliate sites) to view the free information on the site. We also collect information from our users at several different points on the websites: this is so that we can customise the sites according to individual usage, provide 'session-aware' functionality, and ensure that content is acquired and developed appropriately. This gives us an overall picture of our user profiles, which in turn shows to our Editorial Contributors the type of person they are reaching by posting articles on Mondaq (and its affiliate sites) – meaning more free content for registered users.

We are only able to provide the material on the Mondaq (and its affiliate sites) site free to site visitors because we can pass on information about the pages that users are viewing and the personal information users provide to us (e.g. email addresses) to reputable contributing firms such as law firms who author those pages. We do not sell or rent information to anyone else other than the authors of those pages, who may change from time to time. Should you wish us not to disclose your details to any of these parties, please tick the box above or tick the box marked "Opt out of Registration Information Disclosure" on the Your Profile page. We and our author organisations may only contact you via email or other means if you allow us to do so. Users can opt out of contact when they register on the site, or send an email to unsubscribe@mondaq.com with “no disclosure” in the subject heading

Mondaq News Alerts

In order to receive Mondaq News Alerts, users have to complete a separate registration form. This is a personalised service where users choose regions and topics of interest and we send it only to those users who have requested it. Users can stop receiving these Alerts by going to the Mondaq News Alerts page and deselecting all interest areas. In the same way users can amend their personal preferences to add or remove subject areas.


A cookie is a small text file written to a user’s hard drive that contains an identifying user number. The cookies do not contain any personal information about users. We use the cookie so users do not have to log in every time they use the service and the cookie will automatically expire if you do not visit the Mondaq website (or its affiliate sites) for 12 months. We also use the cookie to personalise a user's experience of the site (for example to show information specific to a user's region). As the Mondaq sites are fully personalised and cookies are essential to its core technology the site will function unpredictably with browsers that do not support cookies - or where cookies are disabled (in these circumstances we advise you to attempt to locate the information you require elsewhere on the web). However if you are concerned about the presence of a Mondaq cookie on your machine you can also choose to expire the cookie immediately (remove it) by selecting the 'Log Off' menu option as the last thing you do when you use the site.

Some of our business partners may use cookies on our site (for example, advertisers). However, we have no access to or control over these cookies and we are not aware of any at present that do so.

Log Files

We use IP addresses to analyse trends, administer the site, track movement, and gather broad demographic information for aggregate use. IP addresses are not linked to personally identifiable information.


This web site contains links to other sites. Please be aware that Mondaq (or its affiliate sites) are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of these third party sites. This privacy statement applies solely to information collected by this Web site.

Surveys & Contests

From time-to-time our site requests information from users via surveys or contests. Participation in these surveys or contests is completely voluntary and the user therefore has a choice whether or not to disclose any information requested. Information requested may include contact information (such as name and delivery address), and demographic information (such as postcode, age level). Contact information will be used to notify the winners and award prizes. Survey information will be used for purposes of monitoring or improving the functionality of the site.


If a user elects to use our referral service for informing a friend about our site, we ask them for the friend’s name and email address. Mondaq stores this information and may contact the friend to invite them to register with Mondaq, but they will not be contacted more than once. The friend may contact Mondaq to request the removal of this information from our database.


This website takes every reasonable precaution to protect our users’ information. When users submit sensitive information via the website, your information is protected using firewalls and other security technology. If you have any questions about the security at our website, you can send an email to webmaster@mondaq.com.

Correcting/Updating Personal Information

If a user’s personally identifiable information changes (such as postcode), or if a user no longer desires our service, we will endeavour to provide a way to correct, update or remove that user’s personal data provided to us. This can usually be done at the “Your Profile” page or by sending an email to EditorialAdvisor@mondaq.com.

Notification of Changes

If we decide to change our Terms & Conditions or Privacy Policy, we will post those changes on our site so our users are always aware of what information we collect, how we use it, and under what circumstances, if any, we disclose it. If at any point we decide to use personally identifiable information in a manner different from that stated at the time it was collected, we will notify users by way of an email. Users will have a choice as to whether or not we use their information in this different manner. We will use information in accordance with the privacy policy under which the information was collected.

How to contact Mondaq

You can contact us with comments or queries at enquiries@mondaq.com.

If for some reason you believe Mondaq Ltd. has not adhered to these principles, please notify us by e-mail at problems@mondaq.com and we will use commercially reasonable efforts to determine and correct the problem promptly.