Twitter Blue Checks Raise Trademark Risk After Fake Lilly Fiasco

Eli Lilly & Co. and other companies that have been the subject of tweets sent by imposters under Twitter’s new pay-for-verification “Blue” service could turn to trademark law to hold those users—and even Twitter itself—accountable, attorneys say, but will likely find it a difficult case to make.

Following owner Elon Musk’s introduction of the $8-per-month blue checkmark service, the platform saw an influx of “verified” parody accounts impersonating companies and individuals. Most notably, pharmaceutical company Eli Lilly’s stock fell more than 4% after a Blue-subscribing spoof account calling itself “Eli Lilly and Company” tweeted, “We are excited to announce insulin ...