September 13, 2010
Brand and Trademark Protection, Domain Names, Identity Theft, Online Reputation Management, Social Media
Comments Off on The New Threat of Typosquatting (Misspelled Brands) in Social Media
A recent tweet by Andrew Nystrom of Red Bull brought attention to a growing trend we’ve noticed in Social Media sites such as Twitter and Facebook — that of Typosquatting. Typosquatting is a form of brandjacking/cybersquatting in which someone registers the misspelling of a brand or trademark term in an attempt to capture traffic from a legitimate well-known entity. In the case of social networks, this is done by using the misspelling of a username, such as in Justin Bieber’s case. The real @justinbieber has 5.2 million followers, but a misspelled dupe account of @justinbeiber (the i and e transposed) with zero tweets already has over 16,000 followers.
Typosquatting on domain names is not a new practice on the internet; it was clearly identified as a threat as early as 1995 by the Federal Trademark Dilution Act and targeted directly in 1999 with the Anticybersquatting Consumer Protection Act which “established a cause of action for registering, trafficking in, or using a domain name confusingly similar to, or dilutive of, a trademark or personal name.” Eventually ICANN also established the Uniform Domain-Name Dispute-Resolution Policy (UDRP) for further protection against domain name squatting.
While this helps protect trademark owners from issues with misspelled domain names, there isn’t really anything in place yet which protects them on social networks. This was evidenced as early as a year go by reports concerning name misspellings being bought and sold on Twitter, and not just as usernames, but by API names as well. It seems wherever a user can supply content on a social network, there is the possibility of that content’s true owner being misrepresented.
So what can trademark owners do to protect their brands? They can wait until after their name has been squatted and issue a cease and desist to each social network and try and recover it, or they can use a service like KnowEm to proactively register their mark on popular social networks. For purposes of full disclosure I will point out that I am a co-founder of KnowEm, and I am happy to stand behind our service as the first and foremost social networking trademark protection firm on the internet.
You don’t necessarily have to rush out and use a professional service to protect misspellings of your trademark on every social network, but at the least you should consider monitoring not only the usage of your brand or mark, but several misspellings as well. Typosquatting has been around since domains existed and there’s no reason to believe it will go away anytime soon, especially with the continuing popularity and growth of social networks.