As digital identities become more intertwined with real-world personas, 2025 has seen a surge in legal disputes over name ownership. High-profile cases involving social media handles, domain names, and even personal name trademarks have sparked new discussions about intellectual property rights in the age of metaverse identities.
One landmark case involves Elara Moon, a 24-year-old influencer whose real name was trademarked by a cosmetics company without her consent. The company, Moon Beauty Inc., filed for the trademark in early 2025, arguing that “Elara Moon” had become synonymous with their brand due to her viral makeup tutorials. Moon, however, claims she was never consulted and is now fighting to retain control over her own name in a case that could set a precedent for digital creators worldwide.
Similarly, the rise of the metaverse has led to conflicts over virtual identity. In January 2025, a user named “Alex Ryder” discovered that a gaming corporation had registered his exact name for an NPC (non-playable character) in a popular VRMMORPG. Since Ryder had been using the alias for years across multiple platforms, he filed a lawsuit arguing that his digital identity had been appropriated without compensation. Legal experts are divided on whether usernames can be classified as intellectual property, but the case highlights the growing tension between individual identity rights and corporate branding strategies.
Governments are scrambling to adapt. The European Union recently proposed the Digital Identity Protection Act (DIPA), which would grant individuals exclusive rights to their full names in commercial digital spaces unless explicitly licensed. Meanwhile, in the U.S., the Name Equity Clause is being debated in Congress, which would prevent companies from trademarking personal names without the individual’s consent.
The implications extend beyond individuals. Indigenous communities are also pushing for stronger protections against cultural appropriation in naming. In New Zealand, the Māori Council successfully lobbied for a law requiring businesses to consult with local iwi (tribes) before using traditional Māori names in branding—a move that could inspire similar legislation worldwide.
As we move deeper into the decade, the question of who “owns” a name—whether personal, cultural, or corporate—will only grow more complex, reshaping legal frameworks and societal norms around identity.
