Duke University has taken issue with HBO’s popular drama The White Lotus over the unapproved and controversial use of the school’s branded apparel in a recent episode.
The backlash stems from season three, episode six, which aired last week. In the episode, character Timothy Ratliff—played by actor Jason Isaacs—is shown wearing Duke merchandise while contemplating a murder-suicide as a way to escape justice for his crimes, Variety reports.
Frank Tramble, Duke’s Vice President for Communications, Marketing and Public Affairs, strongly objected to the portrayal. “’The White Lotus’ not only uses our brand without permission, but in our view uses it on imagery that is troubling, does not reflect our values or who we are, and simply goes too far,” Tramble told Deadline.
The university expressed particular concern about the association between its name and sensitive mental health issues. “Suicide is the second-leading cause of death on college campuses,” Tramble noted, emphasizing that such depictions—especially when shared widely on social media—can have real consequences.
While the university respects creative expression, it stressed the importance of context, especially when federally registered trademarks are involved. According to Tramble, using Duke’s brand in this manner could lead audiences to wrongly assume the university supported or was involved in the production.
Duke University, a prestigious private research institution in Durham, North Carolina, has long been known for its top-tier academics, medical programs, and athletic achievements. Its distinguished alumni include Apple CEO Tim Cook, philanthropist Melinda Gates, and NBA legend Grant Hill.
As discussions around responsible media portrayals continue, Duke’s stance underscores the tension between creative freedom and institutional representation.
