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Following backlash, the ALS Association says its given up on its attempt to trademark both ice bucket challenge, and the ALS Ice Bucket Challenge. In a note on its Facebook page today, the ALS Association said it understood peoples concerns over any one group owning those phrases, adding that it planned to withdraw both applications, which were filed earlier this week. Weve received several messages regarding the trademark applications we filed. We filed for these trademarks in good faith as a measure to protect the Ice Bucket Challenge from misuse after consulting with the families who initiated the challenge this summer. According to the group, the trademark effort was originally intended to keep would-be fraudsters from cashing in on the success of Ice Bucket Challenge.