2025 Summer Associate Riley Smith contributed to this article.
Many reality TV stars leverage their on-screen exposure to build brands of their own. While some focus on launching branded product lines (e.g. Kylie Cosmetics in beauty or Loverboy in alcoholic beverages), others, such as Paris Hilton, Kim Kardashian, and Molly Mae, have transformed themselves into iconic brands, expanding into media empires with their own shows, podcasts, merchandise, tours, and more. The success of such stars has inspired a wave of Gen Z hopefuls eager to secure a spot on reality shows like The Bachelor and Love Island, now notorious for attracting aspiring influencers.
Central to this brand-building process is trademark protection. By securing trademark registrations for their names, logos, and product lines, reality stars can build exclusive rights to use and promote these assets, preventing unauthorized use by competitors or imitators. These exclusive rights enable stars to license their marks, enter sponsorship deals, and enforce their rights against infringement. These protections have proven vital to reality star brand owners like Bethenny Frankel of The Real Housewives of New York City, who has been able to legally deter several instances of attempted knockoffs and infringement against her SKINNYGIRL trademark.[1]
Typically hired as independent contractors rather than employees, reality stars typically retain considerable control over how their brands are showcased, including on the very shows that launched their fame.[2] The contractual structure means that producers and networks usually do not receive a direct share of the profits generated by a reality star’s brand. However, the relationship remains mutually beneficial. Reality stars often enter contracts with producers or networks to sponsor or feature their products, creating a revenue stream beyond traditional advertising. These lucrative partnerships, coupled with reality TV’s relatively low production costs, can yield a significant profit, benefiting both the show and its star.[3]
Promotion of products and brands on reality TV must comply with Federal Trade Commission guidelines by making the reality star’s connection to the brand clear (verbal disclosures or written disclosures in the credits). Failure to comply with these guidelines could not only result in monetary penalties for a reality star, but also producers of a reality show and its network.[4] FTC noncompliance can tarnish a reality TV star’s brand and reputation, which is, for some, an even harsher punishment than fines or injunctions.
Reality shows tend to be cautious about how they feature brands and trademarks in general. They often use generic, nondescript products or blur out brands and trademarks not affiliated with the show – they are not in the business of providing free advertising! Interestingly, sometimes these nondescript products become part of the show’s own brand identity—for example, the gold stemless wine glass that has now become a signature of Love is Blind.
If you spot a brand you recognize on a reality show that does not belong to one of the stars, it is more than likely that show has an official partnership with that brand, or the brand has paid for placement. Do you remember Paula Abdul, Simon Cowell, and Randy Jackson’s shared drink of choice while judging singers on American Idol? During every episode for thirteen years, each judge had their own Coca-Cola branded cup on their desk.[5] If you are a more contemporary reality TV watcher, you may have noticed scenes in The Secret Lives of Mormon Wives devoted to raving about Amazon Prime and Poppi soda. Integrating FTC-compliant brand promotion directly into a show seems to be a new method of advertising on the rise.
While reality shows may not be able to rely on trademarks to protect the concept of the show itself, as discussed in the last article, producers certainly leverage trademarks to drive advertising revenue, whether through brand sponsorships or product placement. Meanwhile, reality TV stars use trademarks to safeguard and grow their empires, which may have been born on from their time on their show, but extend far beyond the screen.
[1] SG Marks, LLC v. LaBarge et al, No. 7:15CV08300, 2025 WL (S.D.N.Y. December 01, 2015).
[2] https://www.npr.org/2025/01/04/nx-s1-5243964/are-reality-tv-stars-employees-the-national-labor-relations-board-says-yes
[3] https://www.investopedia.com/financial-edge/0410/why-networks-love-reality-tv.aspx
[4] https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking#ftcactapply
[5] https://variety.com/2014/tv/news/coca-cola-cuts-ties-with-american-idol-1201380360/
This article appeared in the July 2025 issue of MarkIt to Market®. To view our past issues, as well as other firm newsletters, please click here.
