Fuct stood as an initialism for "Friends U Can't Trust," but Brunetti felt its phonetic closeness to the expletive "fucked" was humorous.

The ACLU argued that the Supreme Court had already ruled there was a higher level of scrutiny when the mere display of a potentially offensive word can be regulated from the 1971 case Cohen v.

[8][5] The Patent and Trademark Office, under its director Andrei Iancu, filed for writ of certiorari to the Supreme Court, which agreed to hear the case,[9] with oral arguments heard on April 15, 2019.

[6] The Court expressed caution that others may follow suit with trademarking near matches to other well-established vulgar words and that it should be up to Congress to define a more exacting line, which otherwise does not violate the First Amendment.

The three generally felt that interpreting the "immoral" aspect of the Lanham Act was difficult and thus agreed with the majority in striking that portion of the law.

The three, along with Alito in his concurring opinion, expressed concern that this decision will lead to a flood of new trademarks that would be considered crude and the creation of public spaces that would be repugnant to some people.