Procter & Gamble, the household products company, has applied to trademark acronyms common in textspeak including “LOL” and “WTF”.
If successful, the terms could be used to market products such as soap, detergents and air fresheners in order to attract younger consumers.
P&G registered the trademark applications with the US Patent and Trademark Office in April. The newly branded products would be sold alongside well known items such as Febreze, Fairy and Mr Clean.
Alongside LOL (laughing out loud) and WTF (what the f*ck), other acronyms P&G has applied to trademark are NBD (no big deal) and FML (f*ck my life).