When Facebook announced last year that it would let users create vanity URLs for their profiles, the news touched off a frenzy among brand owners. The fear: that their good names could get hijacked amid the online land rush.
“It was total mayhem,” says Darren Cohen, a Reed Smith partner in New York who specializes in trademark law. Cohen learned of the plan just days before it was to take effect. Because Facebook had made provisions for trademarks owners to block squatters from claiming their marks, Cohen and others in his practice group worked the phones feverishly to counsel clients about how to address the issue. Some, he says, registered their marks; others didn’t.
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