During Episode 6 of Mike White’s most controversial season yet, wealthy businessman Timothy Ratliff, played by Jason Isaacs, is seen sporting Duke University merch while contemplating suicide.
After the episode aired, the Duke University's vice president for communications, marketing and public affairs, Frank Tramble, contacted The New York Times with a statement. “Duke appreciates artistic expression and creative storytelling,” Tramble wrote in an email, “but characters prominently wearing apparel bearing Duke’s federally registered trademarks creates confusion and mistakenly suggests an endorsement or affiliation where none exists.” “The White Lotus not only uses our brand without permission but, in our view, uses it on imagery that is troubling, does not reflect our values or who we are and simply goes too far.” Jeanne Fromer, a professor who specialises in intellectual property law at the New York University School of Law, said that the law is on HBO’s side. “On the one hand, I understand that Duke is trying to disassociate themselves from this,” Professor Fromer said. “On the other hand, they’re drawing attention to it.” A representative for HBO declined to comment.
