Starting from 13 June 2009, at 12:
Facebook users are able to choose a personal username
which does not necessarily need to coincide
with the name and surname of the user, but its only
purpose is to personalise the WEB address of the
personal pages.
The username is associated with a personal
profile or a Facebook page, which may also be a
page for business, for a brand or other. The chosen
username appears on the location bar of
the browser and replaces the reference number
which, up until that date, was assigned randomly.
These personal pages are therefore comparable to
genuine Internet websites, and may be reached directly by entering
the address www.facebook.com/USERNAME. During the
first weekend of launching, around 5.75 million users registered
their own URL: it is therefore easy to imagine the impact of this
initiative.
Unfortunately, this procedure has also reignited the rush to
appropriate unlawfully famous names and trade marks, as it happens
on a daily basis for web domains (a phenomenon known as
‘domain grabbing’); therefore Facebook, with the aim of protecting
the holders of registered trade marks and also itself against
any claims which may be made against Facebook, has provided
them with the possibility of preventing the use of registered trade
marks as a username. Therefore it is – and was – strongly advisable
to register usernames corresponding to one’s own trade marks,
particularly those of major interest, in order to avoid inappropriate
exploitation by third parties.
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