When Sam Joseph Karam was notified by Etsy, an online retailer, that 11 of his T-shirt designs featuring the term “bruh” were removed due to a trademark violation, he became suspicious. Karam, the owner of the U.S.-based apparel company Customized Designs, observed an unusual pattern as typically only one or two listings are affected, not 11 consecutively. This abrupt removal of his designs led to the withdrawal of his Star Seller badge on Etsy, impacting his sales significantly.
The takedown was initiated by Malik Yawar Abbas, a Canadian trademark holder of the term “bruh,” who reported Karam’s shirts to Etsy. Multiple Etsy sellers, including Karam, disclosed similar experiences where their listings were removed following complaints by Abbas.
Karam criticized Abbas for allegedly exploiting the trademark, referring to it as “trademark squatting,” a practice where individuals profit by licensing trademarks rather than producing goods themselves. Legal experts suggest the responsibility lies with platforms and the legal system to prevent such misuse of trademarks.
The Canadian Intellectual Property Office (CIPO) granted a trademark for “bruh” in July 2025 for various clothing items, and Abbas recently obtained another trademark for using the term in restaurant advertising. Despite inquiries, CIPO did not provide specific details about the “bruh” trademark application process.
Abbas maintains a website emphasizing the protection of the “bruh” trademark and offering licensing options for its use. Karam’s attempt to resolve the takedown issue with Abbas resulted in a demand for $1,000, which Karam rejected, citing concerns of trademark squatting.
Considering legal action to challenge the trademark’s validity, Karam is consulting with an intellectual property lawyer. Canadian trademark laws introduced in 2019 allow trademarks to be invalidated if filed in “bad faith,” potentially affecting Abbas’s trademark.
Experts highlight the nuances of trademark ownership, indicating that general terms like “bruh” can be trademarked based on context and usage. Clancy, an intellectual property law partner, explains that trademark infringement cases require a detailed examination of how the trademark is employed by the alleged infringer.
Etsy’s response to trademark infringement claims involves removing listings upon notification, leaving sellers with limited recourse to challenge decisions. The absence of an appeal process poses challenges for affected sellers, who may not have the resources for legal recourse.
While trademark disputes can be costly, especially for small businesses, experts suggest the need for stricter regulations to address trademark squatting and over-enforcement. Enhancing procedures for challenging questionable trademarks and enabling sellers to appeal takedown requests could safeguard against abuse of trademark rights.