The highly popular social networking site Facebook is allowing its users to register their own subdomain (for example www.facebook.com/yourbrand). There have been cases in the past of users creating false accounts in the name of celebrities and well known brands, which has raised obvious concerns about brand image control, trade mark dilution and possible infringement. This problem would be heightened by the use of a subdomain which could convey a more "official" image, particularly in times where companies are increasingly embracing new methods such as Facebook and Twitter to reach their target markets.
To address these concerns, Facebook offered brand owners an extremely tight window (which expired on 13 June 2009) to pre-register their trade mark rights; this register would then be used as a "block" by Facebook against any potentially offending registration applications. If you have missed this window, it may still be possible to capture your subdomain. If, however, you find that an unauthorised third party has registered your subdomain, you will have to rely on Facebook's complaints procedure.
We recommend that brand owners consider their brand strategy in relation to Facebook and register subdomains for their key brands where possible.
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