An effort to register the Ice Bucket Challenge strikes me as a bit akin to those who sought register Boston Strong after the marathon bombings in 2013. Even if it were permissible under the law to register the phrase (again, that is not clear here), it is in poor taste. If others want to use the phrase to raise money for their causes, why would ALS Association want to stop them?
— Erik M. Pelton: Let the ice bucket trademark challenges begin! @alsassociation files to register “Ice Bucket Challenge” with U.S. Patent & Trademark Office.