Sydney Sweeney faces legal trouble after her publicity stunt at a top tier site .The actress and entrepreneur attempted to market her lingerie brand by wrapping products around the iconic Hollywood Sign. The move quickly went viral online. However, it also sparked serious legal concerns involving intellectual property rights and filming permissions.
The incident has revived controversy about celebrity marketing tactics and the legal limits of using public landmarks for commercial promotion. What initiated as a publicity stunt is now facing legal ramifications.
Nighttime stunt draws attention and controversy
According to reports by TMZ, the stunt took place late at night on Monday, January 26. Sydney Sweeney reportedly arrived at the Hollywood Sign with a small crew. She was dressed casually in a hoodie and cap to avoid attention. The team allegedly climbed near the landmark and draped lingerie items across parts of the sign.
Images and clips of the act quickly surfaced online. Social media users reacted with mixed responses. Some praised the creativity. Others criticized the act as irresponsible and unlawful. The Hollywood Sign is one of the most recognizable symbols in the world. It is also tightly regulated.
Sweeney’s team reportedly had a general filming permit issued by FilmLA. This permit allows filming at certain locations under specific conditions. However, sources claim that the permit did not cover commercial use of the Hollywood Sign’s image. That permission is controlled by a different authority.
Hollywood Chamber of Commerce issues legal notice
The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood Sign, responded swiftly. The Chamber sent a formal legal notice to Sydney Sweeney and her production company, Persuasion Pictures.
The notice stated that the crew filmed the Hollywood Sign for a commercial production without obtaining the required license. The Chamber emphasized that any commercial use of the sign’s image requires prior written approval. This includes advertising, branding, and promotional content.
The letter reportedly urged Sweeney’s team to contact the Chamber to discuss terms and possibly reach an agreement. The tone of the notice suggested concern rather than immediate litigation. Still, it made clear that the rules had been violated.
Possible legal consequences and wider implications
TMZ reports that the situation could escalate if the Chamber decides to pursue legal action. Potential consequences may include charges such as criminal trespass or vandalism. These charges depend on how authorities interpret the crew’s actions near the protected site.
FilmLA staff reportedly warned the team during the shoot. They allegedly explained that a separate license from the Chamber was required. Despite this warning, the stunt went ahead. This oversight has raised questions about accountability and compliance.
The incident highlights the risks celebrities face when using famous landmarks for promotion. High-profile locations often come with strict legal protections. Ignoring them can lead to costly consequences.
For marketers and public figures, the message is clear. Publicity does not equate to legality. Proper permissions remain essential, regardless of fame or influence.
