This Saturday, I know what I’ll be doing. Along with millions of other Facebook users, I’ll be signing up for a username - and crossing my fingers.
Facebook, in a move that has been both criticized and praised by its users, will allow users to select a personalized Facebook domain name - or vanity name - beginning Saturday, at 12:01 a.m. EST. This means that, instead of http://www.facebook.com/profile.php?id=703218155&ref=name, I could now be http://www.facebook.com/kellyphillipserb. But I could also be http://www.facebook.com/cocacola or http://www.facebook.com/hannahmontana - and that’s where the trouble begins. The new Facebook policy is a “first come, first served” policy - meaning that even if a name is trademarked or otherwise protected, it can be used by the first one to get to the site.
Facebook, understanding the potential for controversy, has recently carved out an exception for someone who has a distinct or famous trademark to protect themselves: trademark owners are encouraged to go to Facebook on to visit the Facebook site and register the trademark before the rush on Saturday. If you miss the deadline, Facebook has a procedure that will allow you to report an infringement of rights. However, there’s no doubt that the process will more complicated than the initial registration.
Our advice? Strike early and protect yourself and your trademark now.
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