Introduction

The latest season of HBO's hit series *The White Lotus* has viewers buzzing, but this time, it's not just the outrageous plotlines that have fans talking. Duke University is voicing its discontent over the portrayal of its alumni in a manner it deems inappropriate.

The Plotline and University Reaction

Set against the backdrop of a luxurious resort in Thailand, the show centers around the affluent Ratliff family. The father, Timothy (portrayed by Jason Isaacs), and one of his sons, Saxon (played by Patrick Schwarzenegger), are depicted as Duke graduates. Their storyline took a shocking turn when it involved an incestuous kiss between the brothers and culminated in a troubling threesome. Adding to the drama, Timothy is embroiled in a criminal investigation by the FBI related to a money laundering scheme and even contemplates suicide while wearing a Duke-branded T-shirt.

In a statement to Bloomberg, Duke University's Vice President for Communications, Marketing, and Public Affairs, Frank Tramble, expressed the institution's dissatisfaction. "The White Lotus not only uses our brand without permission, but also in a context that we find troubling. It fails to reflect our values and simply goes too far. Suicide is the second leading cause of death on college campuses,” he emphasized, recognizing the show's wide distribution on social media. Duke is currently focusing on promoting mental health awareness and providing resources for those in need.

Trademark Concerns

Beyond its distress over the storyline, Duke voiced concerns about their trademark being associated with such disturbing imagery. The university is committed to clarifying that the show does not have their endorsement, as many viewers might mistakenly presume otherwise. Tramble remarked, "Duke appreciates artistic expression but when our trademarks are worn prominently in such contexts, it creates a false affiliation."

Memes and March Madness

Meanwhile, the shocking scene of Timothy brandishing a gun has transcended its dramatic roots, turning into a meme as the NCAA basketball tournament, March Madness, draws near. With Duke expected to be a favorite despite mixed popularity, social media users have turned the grim moment into a point of humor, prompting Duke to reiterate that “some imagery goes too far.”

Legal Perspectives

Legal experts suggest Duke might not be able to mitigate the situation effectively. Jeanne Fromer, a professor specializing in intellectual property at New York University, explained that artists have First Amendment protections for the expressive use of trademarks. "While I understand Duke’s intent to disassociate themselves, this may inadvertently draw more attention to the issue,” she stated.

Similar Cases

This situation isn’t unique; various brands have previously expressed dissatisfaction with their depiction in popular media. In a notable instance, Peloton faced backlash in 2021 when a character on *And Just Like That...* suffered a fatal heart attack after using one of their bikes—a twist the company hadn’t anticipated and which prompted them to clarify their stance on the show's context.

Earlier this year, Pepperdine University took legal action against Netflix for trademark infringement, related to how its colors and team name were used in a fictional basketball context in the series *Running Point*. However, the court ruled in favor of Netflix, underscoring the complexity of such disputes.

Conclusion

As *The White Lotus* continues to unfurl its storyline filled with wealth, privilege, and now controversy, the conversation surrounding the show's portrayal of institutions and their values is likely to evolve even further. Stay tuned for how this drama unfolds on and off-screen!