After an intimate scene involving an incestuous threesome, viewers of the latest season of The White Lotus might feel that the show has crossed a boundary. However, viewers can find an unexpected supporter at Duke University, which is displeased with two characters being Duke alumni.

The third season of the widely-populated TV show, which depicts affluent guests and staff at a lavish resort in Thailand, includes the Ratliff family. In the show, both the father, Timothy (played by Jason Isaacs), and one of his sons, Saxon (Patrick Schwarzenegger), are Duke graduates, a prestigious institution located in Durham, North Carolina.

In the recent episodes, Saxon kisses his younger brother, and both take part in a threesome. Timothy, who is under FBI investigation for a money laundering scheme, has contemplated suicide. There is a scene where he holds a gun to his head, wearing a T-shirt with Duke’s logo.

Frank Tramble, Duke’s vice-president for communications, marketing, and public affairs, said in a statement that the university did not approve the use of its logo, especially the scene where Timothy considers suicide.

“The White Lotus not only uses our brand without permission but in our view uses it in imagery that is troubling, does not reflect our values or who we are, and simply goes too far,” Tramble said. “Suicide is the second-leading cause of death on college campuses. As imagery from the show is being shared widely across social media, we are using our brand to promote mental health awareness and remind people that help is available.”

Tramble also said, “Duke appreciates artistic expression and creative storytelling, but characters prominently wearing apparel bearing Duke’s federally registered trademarks creates confusion and mistakenly suggests an endorsement or affiliation where none exists.”

One of the scenes from the show, where Timothy holds the gun to his head, has gone viral on social media, and the university responded by saying “some imagery goes too far.”

A professor at New York University School of Law’s intellectual property law department stated that artists are protected to use trademarks for artistic and expressive purposes under the first amendment.

This isn’t the first time a brand has taken issue with a TV show. In 2021, Peloton was unhappy with the death of a character in Sex and the City reboot, who died after using their exercise bike. Earlier this year, Pepperdine University sued Netflix and Warner Bros over a fictional basketball team using their colors and their sports team’s name.

For those who may need support, various helplines are available. Lifeline is 13 11 14 in Australia, the National Suicide Prevention Lifeline is 1-800-273-8255 in the US, and Samaritans can be contacted on 116 123 in the UK. Other international helplines can be found on befrienders.org.

Source: https://www.theguardian.com/tv-and-radio/2025/mar/27/the-white-lotus-duke-university-complaints-ratliff