Despite Princess Märtha Louise of Norway, and eventually husband Durek Verrett, entering an agreement to not use her royal title commercially, they’ve now got a brand approval for trading in the U.S.

Documents TV 2 have received show that Märtha and Durek have gotten approval of the brand "The Princess and the Shaman" in the U.S. The United States Patent and Trade Office received the request with "intents of using" in trading. For brand ownership, they need to attest that it's "been or is used" in the categories they fill out, those being, among others

• "Workshops and development in Shamanism"
• "Spiritual healing"
• "Spiritual development"
• "Conference, podcasting, and TV work"

The debate surrounding the usage first originated in 2019 when they're toured with TED talks under the very same name they've now gotten ownership of, The Princess and the Shaman. Eventually, Märtha entered an agreement with the royal castle to not use her royal title commercially. 3 years later, in 2022, this was also revised with guidelines for Durek.

There's also been discussions recently about this following their wedding on August 31st, 2024, where they sold exclusive documentary rights to Hello! Magazine and Netflix. They also sold a pink gin ahead of the wedding that was briefly taken off the shelves due to the label stating it was made for their wedding, and also bearing their monogram, though it returned shortly after with a slightly revised label that removed this.

Durek's spokesperson Jenni Weinman said "The registration is solely for brand protection.".

TV 2 have previously followed this all the way back in September 2022 when Durek, through the production company Ohana Productions, first tried to file for this brand ownership which, by May 2023 appeared to have been declined, although Durek's then manager Simon Eriksen Vallevik told Dagbladet a week later this was "a misunderstanding", and that they planned on proceeding as planned.