But who owns the name “ICE BUCKET CHALLENGE”? It is a viral movement. Its origin is disputed, and likely was used for other charitable causes first.

Yet by filing with the USPTO, the ALS Association now alleges that it owns rights to the phrase “Ice Bucket Challenge” in connection with charitable fundraising.

via Let the ice bucket trademark challenges begin! @alsassociation files to register ICE BUCKET CHALLENGE with USPTO – Erik M Pelton & Associates, PLLC.

ALS Association captured a viral wave this summer. And it raised lots of money and attention for the ALS disease and the struggle to find a cure and to assist those diagnosed with it. An effort to register the ICE BUCKET CHALLENGE strikes me as a bit akin to those who sought register BOSTON STRONG after the marathon bombings in 2013