On November 20, 2020, The New York Times filed a lawsuit against TIME Magazine in the Federal District Court for the Southern District of New York, claiming that the magazine used the term "TIME100 Talks" violates the trademark series of "Times Talks" that has been registered. This trademark series is mainly suitable for live and virtual event services including talks between journalists and leading talents and thinkers.

The New York Times claimed in the lawsuit that Time Magazine competitively launched a series of live and virtual recordings of conversations between journalists and leading talents and thinkers in April 2020. The newspaper’s lawyers classified the lawsuit as a direct case involving trademark infringement, unfair competition and deceptive trade practices.

The New York Times also stated that Time Magazine has actually been using its "TIME100" logo to counterfeit "Times Talks."

The New York Times asked the court to issue an injunction to prevent Time Magazine from continuing to use the "TIME100 Talks" trademark or any similar confusing trademark, and for compensation, including all the proceeds gained by Time Magazine through infringement.