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She made ‘very demure’ go viral – now she wants to trademark it

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FILE - This image released by Disney shows TikTok creator Jools Lebron, left, with talk

“Very demure, very mindful” has become the latest vocabulary defining the internet’s summer. And TikTok creator Jools Lebron is working to trademark uses of her now-viral words.

Last week, Lebron filed with the U.S. Patent and Trademark Office to trademark “very demure very mindful” for various entertainment and advertising services, including the promotion of beauty products, a representative for Lebron confirmed to The Associated Press.

Social media’s love for “very demure” content started in early August when Lebron took to TikTok to describe the hair and makeup she was wearing to work.

Her delivery took off and she kept going, with “mindful” and “cutesy” flooding the internet as scores of fans, including big-name celebrities, shared their own playful takes to describe just about any detail of day-to-day life.

Content creators can make meaningful income after gaining social media fame through avenues like direct brand sponsorships and viewer donations.

And for Lebron, who is a transgender woman, her viral moment allowed her to finance the rest of her transition.

Trademarks, on the other hand, can help secure rights to maintain certain businesses down the road.

Lebron’s own trademark filings are still pending, and it could be a while before there’s a final determination.

However, the move is particularly notable after several other individuals with no known connection to Lebron separately tried to register demure-related trademarks in an apparent effort to capitalize on the success of those phrases, much to the dismay of Lebron’s fans.

The saga, while unfinished, has spotlighted the complex process of filing trademarks that capture a viral moment — and the battle that social media content creators face to both get credit and find protections to monetize off the trends they popularize.

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Here’s what you should know.

Can you trademark a viral phrase?

Yes. However, in the U.S., there needs to be an attached commercial use.

“It’s not just coming up with a phrase … (or) using it on social media and making it go viral,” said Alexandra J. Roberts, a professor of law and media at Northeastern University, explaining that there must be a connection to the sale of concrete goods or services. She calls trademarks a “source indicator,” as they help consumers understand who is producing what they’re buying now, but not necessarily who came up with a name in the first place.

The law is complicated, and trademarks are often determined on a case-by-case basis. Applications are specific to certain uses, allowing multiple brands to operate under similar names — like Dove Chocolate and Dove soap, or Delta Faucet and Delta Airlines. Courts greenlight this when it’s assumed that consumers will easily be able to distinguish between such different products or services.

But a phrase or name that’s strongly associated with a particular individual can sometimes supersede that.

“Simplistically, the entire reason the trademark exists is to prevent consumer confusion,” said Casey Fiesler, an associate professor of information science at the University of Colorado Boulder. “And if (someone else) created a social media marketing service and called it ‘very demure, very mindful social media marketing,’ that would confuse consumers because they’re gonna think it’s associated with (Jools Lebron).”

Trademarks should not be mixed up with copyright. Anyone who has ever made a unique TikTok, for example, owns the copyright to that video, Fiesler explains. But there are still limitations to what’s copyrightable, and short phrases themselves almost never apply.

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What options do content creators have to protect their work?

In today’s ever-digitized world of online trends, creators are increasingly expressing concerns about getting credit for their work. And for something like trademark rights, experts stress it’s a battle of both getting there first and having resources to see it through.

It’s not uncommon to see a handful of trademark applications bubble up in the midst of a viral moment. Earlier this year, for example, a handful of trademark applications were filed after Hailey Welch, also now known as “Hawk Tuah Girl,” became famous for using the phrase in a street interview.

Still, some phrases have been determined to be used too pervasively, making it harder for consumers to recognize it as a brand indicator. It can also be difficult when credit isn’t given to the creator who starts a trend in the first place — and experts note the consequences of that haven’t been felt equally in the past.

Historically, young women of colour who start a viral trend or put a new phrase on the map have often seen their work get appropriated online — and potentially “get scooped” on trademark rights from someone with more resources, like connections to a lawyer, Roberts explained.

“There are a lot of stories of members of minoritized groups, and particularly women, coming up with new slang … and then seeing that get co-opted by somebody else — often a white guy, but not always … (who) gets out there as the first to register and really make money off it,” Roberts said.

Beyond trademark-specific disputes, Fiesler added that creators seeing their work stolen and reposted in other platforms for monetization continue to be a “huge problem” today, but she hopes the tide is starting to turn. That includes Lebron, who has been so credited for the “very demure” trend.

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“I hope to continue to see there being very strong social norms that are enforcing this,” Fiesler said.

What’s the status of other demure-related trademark filings?

Three applications that were submitted before Lebron’s Thursday filings are still listed as live in the USPTO’s records — which would essentially make her “fourth in line” in consideration, Roberts said.

But others might later suspend their filings. One of the applicants told NBC that she filed in efforts to help Lebron hold on to the trademark until she could transfer it.

What options does Lebron have?

Lebron’s legal team could potentially fight off rival filings or strengthen her own by negotiating with other applicants and updating her filing to reduce any overlap. She could also oppose a rival application down the road on the grounds of false association.

The trademark process could outlast the trend itself, taking anywhere between six to nine months, and sometimes closer to a year. And that can drag out even further with a legal battle or requested extensions.

Still, Roberts stresses that Lebron can currently “do whatever she wants in terms of use” and start selling merchandise.

There’s also nothing stopping someone from putting “very demure, very mindful” on the front of a t-shirt — as that technically qualifies as ornamental use, not trademark.

But getting those words as a brand, seen on something like an attached clothing tag, is when trademark rights would kick in.

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Analysis

Why Penis Size Does Not Affect Performance, Fertility — Experts

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For countless men, penis size stirs deep anxiety fed by social media, locker-room banter, and pressure from adult content.

But sex experts and urologists agree: size rarely determines sexual function or fertility.

In a revealing conversation with PUNCH Healthwise, clinical sexologist Cecilia Agu and consultant urologist Dr. Gabriel Ogah broke down the myths emphasizing emotional connection, overall health, and sperm quality as far more meaningful indicators of sexual well-being.

Sexual Satisfaction Lies Beyond Size

Agu, who specializes in human sexology, has heard the insecurities countless times. Yet she insists that the fixation on size overshadows what truly matters in intimate relationships.

“Women value intimacy, chemistry, and creativity not centimeters,” she explained, her tone both compassionate and pragmatic.

“In most cases, size doesn’t determine performance or biological capacity. Only rare, clinically significant conditions impact size.”

She points to societal myths that equate larger size with virility.

“Historic portrayals in art and literature, and today’s media, amplify stereotypes. Pornography exaggerates, turning a normal variation into unreasonable expectations.”

Agu also cautioned against the booming market selling “enhancement” remedies.

“That industry profits off insecurity peddling pills, gadgets, and herbal supplements with no proven benefit.

The real dilemma lies in emotional weariness, not physical deficiency.”

She acknowledged true medical conditions like micropenis, often linked to hormonal or genetic causes but emphasized their rarity.

“Anyone worried about hormonal imbalances or developmental issues should seek professional evaluation,” she advised.

“Fertility Is Unrelated to Size” Dr. Gabriel Ogah

Dr. Ogah, a respected urologist, offered a no-nonsense medical perspective on the fertility question.

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“A small penis doesn’t reduce a man’s ability to impregnate a woman,” he stated firmly.

“If sperm is healthy and ejaculation occurs, fertilization can happen.”

He added that many young men consult him out of anxiety sparked by unrealistic comparisons.

“Almost always, their size falls within healthy norms. It’s undue stress, fueled by exposure to distorted media portrayals.”

Dr. Ogah also debunked the idea that older men can “restore” diminishing function through enhancement products.

“As absurd as it sounds, many try. But no pill or serum can permanently alter anatomy.

These are myths masquerading as solutions.”

So What Truly Matters?

Both experts agree: prioritizing overall health, emotional intimacy, and stress-free communication far outweighs anxiety over size.

Agu stressed that sex is about connection, not metrics. “Being nervous about measurements sets couples up for dissatisfaction.

But when you focus on pleasure, emotional safety, and experimentation, the experience transforms.”

Dr. Ogah echoed this, emphasizing regular health check-ups. “Good cardiovascular health, balanced hormones, and mental well-being are key. Size doesn’t affect that.”

Dispelling the Myths, Sustaining the Confidence

As myths dissolve under scientific clarity, a bigger concern emerges: how do we nurture a culture free of body shaming? Agu proposed educational steps.

“We should teach young people that anatomy varies. Performance is multi-dimensional. Communication trumps comparison every time.”

Dr. Ogah endorsed that sentiment. “Let’s shift the narrative. Appreciate function over form. Listen to your body, and care for it through healthy living.”

Performance Isn’t About Inches

Size remains largely irrelevant when partners are emotionally in sync, focused on connection, and attuned to shared pleasure.

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Fertility hinges on sperm health not size.

Medical concerns like micropenis are rare, but deserve medical evaluation.

Media, culture, and marketing distort reality. Let’s counter that with facts.

Confidence and sexual well-being stem from health, honesty, and intimacy not obsession with size.

In the end, as Agu beautifully summed up, “It’s not the size it’s how you share it.” That truth holds far more value than any number on a measuring tape.

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VIDEO: Soludo’s government under fire over alleged fatal attack on businessman

DDM News

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(DDM) – A disturbing case of alleged brutality by revenue enforcement agents in Anambra State has sparked outrage across the state and beyond.

Diaspora Digital Media (DDM) gathered that the deceased, identified as Mr. Okechukwu Theophilus Akaneme, a former chairman of the Onitsha Chamber of Commerce, reportedly suffered fatal injuries after being beaten by state revenue agents on October 11 last year.

Eyewitness accounts claim the assault stemmed from a dispute over unpaid waste management fees.

Family sources stated that Mr. Akaneme, who was reportedly in good health before the incident, sustained a severe spinal cord injury that left him paralyzed from the shoulders down.

Despite being rushed to the hospital and admitted into the intensive care unit, the businessman never fully recovered.

Medical expenses reportedly soared to ₦80 million, of which the Anambra State Government allegedly paid only ₦40 million, leaving the bereaved family with an outstanding debt of ₦40 million.

Critics say this tragic incident underscores what they describe as a culture of “revenue enforcement rascality” under Governor Chukwuma Soludo’s administration.

Business leaders argue that the practice of aggressive tax enforcement is driving fear among traders and investors in Anambra.

The video that went viral, obtained by DDM, named Mr. Joseph Okoye of Aswama as the alleged leader of the team that attacked Akaneme.

Police officers who reportedly accompanied the enforcement team have also been accused of complicity in the incident.

Sources close to the case say the Commissioner of Police in Anambra State has yet to make arrests, raising concerns about possible compromise or incompetence.

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The victim’s family has called on the state government to take responsibility, prosecute those involved, and provide adequate compensation beyond partial hospital payments.

Human rights advocates have also joined the call for justice, warning that the impunity surrounding such incidents erodes public confidence in government institutions.

Critics argue that the value placed on human life under the current administration appears alarmingly low, citing similar complaints of excessive force by state task forces in the past.

Governor Soludo, a professor of economics and former Central Bank of Nigeria Governor, is facing mounting pressure to respond to allegations that his administration tolerates reckless enforcement practices.

Analysts say the incident could damage Anambra’s image as a safe and viable destination for investors.

Security and respect for human rights, they argue, are prerequisites for attracting major investments and fostering economic growth.

Political observers believe the government’s response to this case will be a major test of its commitment to justice, transparency, and the rule of law.

As public outrage grows, civil society groups, including the Coalition for the Protection of Democracy (COPDEM), are reportedly considering mass campaigns to demand accountability.

The late Mr. Akaneme has since been buried, but his family remains burdened by financial debt and grief.

Calls for justice continue to echo across Anambra, with residents asking how much value Governor Soludo places on the life of an ordinary citizen.

The police, the government, and all agencies involved are yet to issue a comprehensive statement addressing these allegations.

 

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2027: PDP Southern leaders meet in Lagos, vow unity before zoning debate

DDM News

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(DDM) – Governor Seyi Makinde of Oyo State has stressed that the Peoples Democratic Party (PDP) must be fully united before serious talks on its 2027 presidential candidate can begin.

Diaspora Digital Media (DDM) gathered that the call came during the PDP Southern Zoning Consultative Summit held in Ikeja, Lagos, where top party stakeholders convened to deliberate on internal reforms and a credible zoning formula ahead of the party’s national convention.

Makinde told reporters after the closed-door session that rebuilding trust, strengthening internal cohesion, and reconnecting with Nigerians must be the primary agenda before candidate selection.

He warned that rushing into zoning or candidate discussions without first addressing structural cracks within the party would doom the PDP to another electoral disaster.

The governor noted that critics who claim PDP is politically dead will be proven wrong as the party regains its organisational strength.

He insisted that the outcome of the Lagos meeting had already demonstrated the party’s willingness to put aside internal disputes for the sake of unity and national credibility.

Makinde emphasised that the summit was not statutory but necessary to engage stakeholders across all southern states in meaningful dialogue.

He added that democracy thrives on consultation, inclusivity, and respect for diverse voices within a party structure.

He said democracy should not be reduced to mere power grabs but should reflect credible engagement that represents the will of the people.

The Lagos summit was attended by prominent PDP leaders, including Governor Douye Diri of Bayelsa State, Governor Ademola Adeleke of Osun State, and representatives of Governor Peter Mbah of Enugu State.

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Also present were former PDP Deputy National Chairman Chief Bode George, Board of Trustees Chairman Senator Adolphus Wabara, and several former governors including Olagunsoye Oyinlola, Udom Emmanuel, and Sam Egwu.

Makinde revealed that at least 12 of the 17 southern states were fully represented by zoning committee members, National Assembly representatives, and party elders.

The gathering also discussed the strategic role of the southern region in shaping the PDP’s chances in 2027, particularly given the intense political calculations expected around power rotation.

PDP’s history of zoning has been controversial, often sparking internal divisions over whether the presidency should rotate between the North and South.

In 2022, the party faced criticism after nominating Atiku Abubakar from the North despite calls for a southern candidate, a decision many analysts say fractured its support base in the 2023 elections.

This historical backdrop has heightened expectations ahead of the 2027 convention, with southern leaders pressing for early consultations to avoid past mistakes.

Makinde acknowledged that winning recent by-elections, particularly in Oyo State, had boosted PDP’s morale and disproved claims that the party was politically irrelevant.

He said the success reflected the resilience of PDP supporters and the commitment of its leaders to reclaim national dominance through hard work and strategic alliances.

The governor stressed that Nigerians are yearning for an alternative to the ruling All Progressives Congress (APC), adding that the PDP must present itself as a credible force.

He explained that Thursday’s meeting was part of a broader strategy to ensure the party’s zoning formula reflects fairness, justice, and national balance.

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He also confirmed that more consultations will take place across southern states and eventually at the national level before the convention.

Political observers note that Thursday’s summit reflects growing pressure on the PDP to consolidate its base ahead of a highly competitive election season.

Analysts argue that the party’s ability to reconcile its factions and adopt an inclusive approach could determine its viability in 2027.

Makinde expressed confidence that the deliberations in Lagos would pave the way for further engagements capable of repositioning the party for victory.

He urged Nigerians to remain patient and optimistic as the PDP undertakes internal reforms to rebuild confidence in its leadership.

The meeting was called under the auspices of the PDP Zoning Committee, chaired by Governor Douye Diri, and was described as a success by attendees.

Stakeholders are expected to reconvene in the coming weeks for broader consultations and final recommendations before the party’s National Executive Council meeting.

Makinde closed by reiterating that zoning, candidate selection, and electoral strategy would only succeed if the PDP first restores unity, discipline, and credibility within its ranks.

 

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NERCO, COPDEM pushes for urgent electoral reforms as 30-day deadline nears

DDM News

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The Nigerian Electoral Reform Coalition and COPDEM have stepped up advocacy efforts as their 30-day deadline for electoral reforms nears.

(DDM) – The Nigerian Electoral Reform Coalition (NERCO) has undertaken an advocacy visit to the National Assembly (NASS) as part of its campaign for immediate electoral reforms.

Diaspora Digital Media (DDM) reports that the visit, held on Tuesday, marked the 20th day of the 30-day deadline NERCO had given lawmakers to initiate credible electoral reform.

According to NERCO representatives, the group had earlier delivered a letter to Senate President Godswill Akpabio and House Speaker Tajudeen Abbas on May 9, 2025, demanding urgent legislative action to overhaul the nation’s electoral system.

The coalition expressed disappointment over the lack of response from either chamber of the National Assembly.

NERCO stated that its advocacy involves Nigerians across faith-based, religious, and civic organizations who are committed to achieving a transparent and credible electoral process ahead of future elections.

The coalition emphasized that its demands are simple but critical to Nigeria’s democratic growth.

First, NERCO called for a credible process of appointing leadership at the Independent National Electoral Commission (INEC).

The group argued that only reputable and impartial individuals should oversee the commission, to avoid bias in election administration.

Second, NERCO demanded the full digitalization of the voting and result collation system.

The group stressed that accreditation, voting, and result display must be instantaneous and transparent, eliminating manual collation that has historically enabled electoral fraud.

NERCO insisted that these reforms are not “rocket science” and have been successfully implemented in other countries, adding that Nigeria must be ready to lead if necessary.

The coalition warned that failure to meet the 30-day deadline would prompt further actions, which it described as more intense than the current advocacy visit.

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The group reaffirmed that its movement is self-funded and not driven by political sponsorship, describing it as a reflection of Nigerians’ collective frustration with flawed electoral processes.

COPDEM, the Coalition for the Protection of Democracy, also reacted to the visit, calling NERCO’s push “a timely reminder of Nigeria’s democratic responsibilities.”

COPDEM stated that the National Assembly must see electoral reform as an urgent priority, not a political bargaining tool, and called for immediate dialogue between legislators and civil society groups.

NERCO concluded by reiterating its demand that electoral reforms be passed within 2025, warning that delays would be unacceptable to Nigerians.

 

 

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Vance faces fierce protests during DC national guard visit

DDM News

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Vice President JD Vance’s visit to Washington, DC’s Union Station led to heated protests against the Trump administration’s security policies.

(DDM) – Vice President JD Vance’s visit to Union Station in Washington, DC, on Wednesday sparked a heated confrontation with demonstrators opposing the Trump administration’s security policies.

Diaspora Digital Media (DDM) gathered that Vance had arrived to host a lunch with National Guard members deployed by President Donald Trump. The troops were stationed across the capital following heightened security concerns. However, his remarks were frequently drowned out by chants from angry protesters.

Witnesses reported that Vance entered a Shake Shack restaurant at Union Station to a mix of applause and loud boos. Some patrons chanted “USA, USA, USA” in support of the vice president, while others responded with cries of “shame” and “we want the military out of our streets.”

The vice president, joined by Defense Secretary Pete Hegseth and White House deputy chief of staff Stephen Miller, greeted troops and thanked them for their service. But tensions escalated when protesters, blocked from the second floor where the officials were gathered, intensified their chants and disrupted a press gaggle with Vance.

Speaking to reporters, Vance dismissed the protesters as “crazy” and “communists,” accusing them of misrepresenting the city’s views on public safety. Miller went further, labelling demonstrators as “elderly white hippies” and claiming, without evidence, that they were “not part of the city.”

Vance defended the administration’s stance, recounting a previous visit to the station where he claimed his family encountered “violent vagrants” that left his children frightened. “People want safer streets, and we’re here to ensure that,” he said.

The Trump administration has faced sharp criticism for ordering the deployment of the National Guard and FBI to patrol Washington, DC, and for attempts to assume control of the city’s police department. A Washington Post-Schar School poll shows that roughly eight in ten DC residents oppose these measures, reflecting deep tensions between federal authorities and local voters.

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Despite the backlash, Vance insisted he was “highly skeptical that a majority of DC residents don’t want their city to have better public safety and more reasonable safety standards.”

The visit underscored a stark political divide. While some cheered the administration’s commitment to law and order, others saw the presence of troops as a provocative overreach into a city that overwhelmingly voted against Trump.

Outside the Shake Shack, protesters continued to chant as Vance departed, leaving the debate over federal control of DC policing far from resolved.

 

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