A man in Washington state has trademarked the phrase – but all isn’t lost for Jools LeBron, legal experts say The creator behind TikTok’s “demure” catchphrase has become more mindful of US trademark law. Jools Lebron, an influencer with over 2 million followers on the app, became an overnight sensation after advising on how to be “demure”, “mindful” and “cutesy” at work and in life. The trend picked up steam, with brands like Verizon and Netflix working with Lebron on sponsored content, and celebrities such as Jennifer Lopez, Olivia Rodrigo and Gillian Anderson using the phrase in their own videos. Continue reading...

Rob Minnick uses the platform to detail the dangers of gambling in an effort to tackle content that normalizes it Rob Minnick was in a bathroom in Paris when it dawned on him that he might need some help. Having flown 3,700 miles to explore the French capital, he kept disappearing for 10 or 15 minutes at a time. “People must have thought I had the worst stomach problems in the world,” he said of his trip, in February 2022. While his stomach was fine, he was not. Minnick had developed an addiction to gambling. Continue reading...

Non-traditional pets get millions of online views. But the rising trend poses questions about animal welfare In a quiet neighborhood in California’s capital, residents have gotten used to the screaming temper tantrums of a two-year-old. “No, Merlin!” they’ll hear his mother shout whenever he’s had enough of his favorite snack. “No more ice cubes!” “We haven’t had any complaints from the neighbors yet,” says Mia Alali, the mother in question. That might be because Merlin is just about the cutest two-year-old in California. He also happens to be a Vietnamese pot-bellied pig. Continue reading...

Impersonators love tarot readers. Regulators and social media companies don’t care. Mystic practitioners fight back with Moonlight, ‘software for witches’ Since tarot practitioner Rebecca Scolnick first began reading cards professionally in 2018, she has been impersonated more than 50 times on Instagram. The scams typically follow a similar pattern: someone creates an account that mirrors hers, using a nearly identical username and reposting all of her photos. The scammer then approaches her followers with enticing spiritual messages. “Hello beloved,” they usually begin. “Have you ever had an in-depth psychic reading before?” Scolnick, who has more than 11,000 Instagram followers, regularly receives messages from her fans saying they have paid for a reading from someone who is not actually her. After years of being inundated with fraudsters and impersonators, she and many tarot readers like her, along with other mystical practitioners, are exhausted and frustrated. Continue reading...

Jools Lebron has become TikTok’s satirical Emily Post, with etiquette for everything from job interviews to drag shows Rest in peace, brat summer. There’s a new buzzword-slash-ethos hitting TikTok, and it’s basically the opposite of Charli xcx’s party-girl character. Now, it’s all about being demure. At least, that’s according to Jools Lebron, the content creator behind the catchphrase, who advises her followers on how to come off as “very demure, very mindful” in various life situations. Continue reading...

Experts warn growth of extremist influencers and ‘micro-donations’ could create even bigger wave of unrest Less than three hours after the stabbing attack on Monday that led to the death of three children, an AI-generated image was shared on X by an account called Europe Invasion. It depicted bearded men in traditional Muslim dress outside the Houses of Parliament, one waving a knife, behind a crying child in a union jack T-shirt. The tweet, which has since been viewed 900,000 times, was captioned: “We must protect our children!” and shared by one of the most potent accounts for misinformation about the Southport stabbings. Continue reading...

The Gold Coast trio’s frontwoman shares her list of clips – including Creed, dogs, and multiple TikTok trends she wants to try with her bandmates * Get our weekend culture and lifestyle email I have such a love-hate relationship with the internet and TikTok. I honestly find myself doomscrolling way more than I’d like to admit, but I am a true sucker for a funny video. When you find something that makes you laugh so much it brings you to tears, it makes the hours of scrolling through unboxing and Temu haul videos worth it. Continue reading...

Officials insist China-based owner ByteDance must separate from its short video app in the US because it is a threat to national security and citizens’ data The US justice department has asked an appeals court to reject legal challenges to a law requiring China-based ByteDance to divest itself of TikTok’s US assets by 19 January or face a ban. TikTok, parent company ByteDance and a group of TikTok creators have filed suits seeking to block the law, which could ban the app used by 170 million Americans. Continue reading...

TikTok’s highly active recommendation system is designed to keep users clicking on videos, even if they contain racist or homophobic content * Get our morning and afternoon news emails, free app or daily news podcast TikTok’s algorithm works in mysterious ways, but a Guardian Australia experiment on a blank account shows how quickly a breaking news event can funnel users down a conservative Christian, anti-immigration rabbit hole. Last week we reported how Facebook and Instagram’s algorithms are luring young men into the Manosphere. This week, we explore what happens when TikTok’s algorithm is unleashed on a blank account in the absence of any interactions such as liking or commenting. Sign up for Guardian Australia’s free morning and afternoon email newsletters for your daily news roundup Continue reading...

Lesser known sports stars are showing off Olympic Village life and captivating people with their ‘joyful relatability’ Olympic hauls were once the preserve of triumphant athletes showing off their medals, but now every Olympian is getting in on the act by posting videos of themselves unboxing their sponsored kit. Haul videos – a social media staple in which someone usually shows off their recent purchases – have been popping up online with athletes who are preparing to take to track and field, pitches and courts taking to TikTok instead. Continue reading...