Can You Trade Mark Your Voice? What the Taylor Swift Sound Mark Filings Mean for Australian Brands
Public figures are filing trade marks for the sound of their own voice, and the reason is AI...
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Can You Trade Mark Your Voice? What the Taylor Swift Sound Mark Filings Mean for Australian Brands
By IP Wealth · Published 20 October 2026 · 6 minute read
Public figures around the world are filing trade marks for the sound of their own voice saying their name, and the reason is AI. Taylor Swift's company has now made filings in Australia. Here is what is happening, what a sound mark can and cannot do, and why it matters for your brand.
What has happened in Australia?
On 6 October 2026, TAS Rights Management, LLC, the company that holds Taylor Swift's trade mark rights, filed applications on the Australian Trade Mark Register. Two are sound marks: one for the spoken phrase "Hey, it's Taylor" and one for "Hey, it's Taylor Swift". A third is a figurative (image) mark. All three are in Class 41, which covers entertainment services.
As at 18 October 2026, the IP Australia register shows all three in the opposition period, which means a third party can still oppose them. Trade press reported that IP Australia accepted the sound mark application on 12 October, six days after filing. None is registered yet.
The Australian filings follow US applications filed in April 2026, with similar applications reported in the UK and EU in early October.
It is not just one artist
According to trade press reports, a growing list of public figures have taken similar steps:
- Lionel Richie reportedly filed four US applications in June 2026, each covering audio of him saying a phrase from one of his songs.
- The Backstreet Boys reportedly filed a US application on 24 June 2026 for the group saying "Hi, we're the Backstreet Boys".
- Giorgia Meloni, the Italian Prime Minister, reportedly filed a sound mark application with the EUIPO.
- Matthew McConaughey has been reported to hold US registrations covering his voice, image and catchphrase, approved in December 2025.
Why are they doing it?
The common thread is AI-generated content. Voice cloning tools can imitate a well-known voice without copying any original recording, and that is difficult to stop under traditional copyright law. Reports point to the scale of the problem, including a music company reportedly asking platforms to remove more than 260,000 AI-generated tracks impersonating its artists.
Trade mark law offers a different angle. A registered mark gives its owner the right to take action against use of an identical or confusingly similar sound in a way that could mislead consumers about who is behind it.
An untested strategy. Lawyers commenting on the US filings say using trade mark registration for a spoken voice is new and has not been tested in court. It is not yet known whether a registration for a specific phrase would help against an AI voice that sounds similar but never says that phrase.
Can you trade mark a voice in Australia?
You can apply for a sound mark in Australia. Sound marks are already used by businesses for jingles, audio logos and distinctive sounds, and IP Australia's register shows a steady flow of them, including from banks, a telco, a transport agency and consumer brands.
What a sound mark protects is the specific sound or phrase you register. It is not a general right over everything that sounds like your voice. Australian commentary on the topic makes the same point: a trade mark could protect a specific catchphrase, but not the general sound of a person's voice.
What other protection exists?
Voice protection in Australia is a patchwork, and the position for AI imitation is largely untested.
Copyright
Copyright can protect an original sound recording, so reusing an actual recording can be challenged. A new AI-generated voice that sounds like someone, without copying a recording, is much harder to stop under copyright.
Passing off and the Australian Consumer Law
Passing off and misleading or deceptive conduct under the Australian Consumer Law can help where a person or brand has a reputation and consumers could be misled into thinking they are connected with the content. These claims depend on reputation and on the facts, so they are strongest for well-known people and brands.
What does this mean for your brand?
You do not need to be famous for sound to matter. Many Australian businesses have audio assets that customers recognise:
- A jingle or audio logo used in advertising or on hold.
- A podcast or video intro.
- A distinctive spoken tagline.
- A founder or spokesperson voice that is central to the brand.
As AI makes it easier to imitate brands and voices, it is worth knowing which of these assets can be protected, and putting the right layers in place: trade marks where they fit, clear contracts with voice talent, and a plan for monitoring misuse.
What should you do now?
- List your audio brand assets. Jingles, intros, taglines and any recorded phrases customers associate with you.
- Check what is already protected. Your business name and logo may be registered, but sounds usually are not.
- Review your contracts. If a voice actor, presenter or founder features in your content, check who owns the recordings and what the permission covers.
- Get advice before you file. Whether a sound can be registered, and how it is represented, depends on the detail.
Frequently asked questions
Can you trade mark your voice in Australia?
You can apply for a sound mark, which can include a recording of a specific spoken phrase. A trade mark protects a particular sound or phrase that identifies your brand, not your voice in general, so it does not automatically stop every voice that sounds like yours.
Why are celebrities trade marking the sound of their voice?
Reports link the filings to concern about AI-generated voices and deepfakes. A trade mark registration gives the owner a legal right to take action where a sound or phrase is used in a way that could confuse consumers about who is behind it.
Will a sound mark stop AI voice clones?
Nobody knows yet. Lawyers commenting on the filings say it is untested whether a registration for a specific phrase helps against an AI voice that sounds similar but does not repeat the phrase. A sound mark is one tool among several.
What other protection exists in Australia?
Copyright protects recordings but not a voice as such. Passing off and misleading or deceptive conduct under the Australian Consumer Law can apply where a person or brand has a reputation and consumers could be misled, but they depend on the facts.
Should my business register a sound mark?
If you have a jingle, audio logo, podcast intro or distinctive spoken tagline that customers associate with your brand, it may be worth protecting. Talk to a trade mark attorney about what can be registered and how.
Have a sound that is part of your brand?
Our team can help you work out what can be protected and how. Call 1800 857 070 or get in touch online.
Talk to IP WealthGeneral information only, not legal advice. This article summarises information from the IP Australia Trade Mark Register as at 18 October 2026 and from published trade press and legal commentary, and the position may change. IP Wealth has no connection with any person or company named in this article. Speak to a registered trade mark attorney about your own circumstances. © 2026 IP Wealth Pty Ltd. All rights reserved.
