On June 9, Facebook, the social networking website, publicly announced that beginning Saturday, June 13 at 12:01 a.m. U.S. EDT, it will allow users to adopt personalized username URLs (e.g., facebook.com/yourname). Trademark owners who want to prevent their trademarks from being registered as a Facebook username URL by another Facebook user should take action as soon as possible and preferably before Saturday.

According to a release by our Intellectual Property Group, it is suggested that once a URL is assigned to a user it cannot be transferred, and under the new Facebook policy it can never be used again, even by the rightful owner of the trademark. Trademark owners who might someday consider marketing through Facebook are encouraged to reserve their trademarks before Saturday, June 13 when the general registration opens.

Trademark owners can reserve their trademark on the Facebook platform by submitting relevant information to Facebook through its trademark protection contact form, available at Preventing the Registration of a Username | Facebook. It appears that a separate form is required for each trademark and registration number. Facebook promises to then advise the trademark owner when the username URL is available for the owner to adopt.