Thai TV personality DJ Nui trademarks signature laugh over AI concerns
TV personality DJ Nui has trademarked his distinctive laugh in Thailand as sound marks gain legal protection amid growing AI concerns over voice imitation and unauthorized commercial use.
Thailand's Department of Intellectual Property (DIP) says sound trademarks are becoming increasingly important in branding and marketing, with Thai TV personality DJ Nui Thanawat Prasitsomporn among those seeking legal protection for a signature sound.
DIP director-general Oramon Sapthaweetham said on 21 May that sounds such as jingles, catchphrases, app tones and voice introductions are now powerful branding tools in the digital era, helping consumers instantly recognize products and services.
She said DJ Nui had applied to trademark his distinctive laugh with the department, describing it as an example of a new form of intellectual property protection gaining importance both in Thailand and internationally.
The department noted that global artists have also moved to protect signature sounds. Taylor Swift previously filed sound trademark applications in the United States for phrases including "Hey, it's Taylor Swift" and "Hey, it's Taylor".
Officals said the growing use of artificial intelligence has increased concerns over voice imitation and unauthorised commercial use of distinctive voices and sounds.
Thailand amended its Trademark Act to allow protection for sound marks, including human voices, music and other distinctive audio elements that are not directly related to the nature of a product.
According to the DIP, Thailand has received 494 sound trademark applications since September 2017, including 438 from Thai applicants and 56 from foreign applicants. So far, 114 sound trademarks have been approved.
