Sydney Sweeney and her team sparked controversy after wrapping lingerie products on the Hollywood Sign to promote her brand.

While the stunt drew attention online, it also resulted in legal notices over intellectual property and filming permissions.

According to TMZ, Sweeney and her crew executed the advertising stunt at night on Monday, January 26. The actress, dressed in a hoodie and cap, reportedly climbed the landmark alongside her team to hang lingerie pieces across the sign.

While the group had a general filming permit from FilmLA, reports indicate they did not obtain permission from the Hollywood Chamber of Commerce, which controls the commercial use of the Hollywood Sign’s image.

Legal notice from Hollywood chamber of commerce

The Chamber sent a formal notice to Sweeney and her production company, Persuasion Pictures, stating that they did not secure the required license for commercial use.

“It has come to our attention that you and crew filmed the Hollywood Sign last night for a production connected with Persuasion Pictures,” the notice reads. It emphasizes that the Chamber owns intellectual property rights to the landmark’s image and urged the team to discuss terms to reach an agreement.

Potential legal consequences

TMZ reports that if the Chamber chooses to pursue legal action, Sweeney and her team could face serious repercussions, including charges such as criminal trespass or vandalism.

FilmLA staff reportedly warned the crew that a separate license from the Chamber was necessary, even though they had a general filming permit. The oversight has now raised questions about the legality of the stunt.

While the stunt drew attention for Sweeney’s lingerie line, it also highlights the risks celebrities take when using iconic locations for promotion. The incident underscores the importance of securing all necessary permissions before filming or marketing at high-profile landmarks.