P&G – not the first brand to attempt WTF trademarking

Procter & Gamble’s attempt to connect with a millennial audience by trademarking acronyms such as WTF, LOL and NBD has raised eyebrows, but the practice of laying brand claim to everyday slang is not as unusual as it may seem.
P&G has filed to trademark LOL (laugh out loud), WTF (what the fuck), NBD (no big deal) and FML (fuck my life).
Initially reported in AdAge, the news has drawn the attention of global outlets such as the BBC and Bloomberg, which have questioned if owning