YOMI ADEGOKE, co-author of the bestselling book Slay in Your Lane, has accused BBC Sport of plagiarism after it featured the title of her book in an advertising campaign.
BBC Sport launched its #ChangeTheGame campaign last week. The TV adverts and billboards have been designed to promote the BBC's women's summer of sport season and were created by BBC Creative, the corporation’s in-house agency.
In one poster, Dina Asher Smith is pictured running on the track with the words “Slay in your in your lane” written in large, bold letters behind her.
Adegoke tweeted: “Imagine being a white woman creating an 'eMpOwErInG WoMeNs' ad campaign for @BBCSport, and choosing to rip off the *TRADEMARKED* name of a book specifically aimed at uplifting black women (in an almost identical font).”
She added: “Make no mistake: this has happened because they have a) arrogantly assumed we wouldn't have it trademarked and b) that we would for some reason be grateful at this plagiarism disguised as a nod. We contacted the woman in question and @BBCSport privately but nothing has been done”
Imagine being a white woman creating an 'eMpOwErInG WoMeNs' ad campaign for @BBCSport [2], and choosing to rip off the *TRADEMARKED* name of a book specifically aimed at uplifting black women (in an almost identical font ????) pic.twitter.com/nojQRMX1Bq [3]
— Yomi Adegoke ???????? (@yomiadegoke) May 28, 2019 [4]
Adegoke, who wrote the book, which is as “an inspirational guide to life for a generation of black British women”, with Elizabeth Uviebinené, encouraged black creatives to trademark their work.
A spokesperson for the BBC said: “The BBC sought legal advice before going ahead and were advised that the use of the headline “Slay in your lane” in our women ins sport #ChangeTheGame marketing campaign was sufficiently far removed from the goods and services covered by the trademark registration in place.”
But Adegoke has refuted the statement stating that the pair’s general use trademark of the phrase “slay in your lane” covers advertising, promotional and marketing services, including those of a radio and television advertising agency.
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