Registering a dot.com brand name with the intention of selling it to the legitimate brand owner is called 'cybersquatting', an increasingly common problem. For example, 'prudentialinsurance.com" was registered by cybersquatters and offered to the brand owner for US$250,000. "Linux.com" was sold for $1 million.

Equally annoying is the use of these names for 'hate sites' run by disgruntled former employees.

The problem has become so significant that the US government is passing laws to prevent it. Cybersquatting will be an infringement -- but only if the brand is a registered trade mark. There is no such law in Australia yet, but it is likely that trade mark law will also be the key here.

So how can you or your clients stop cybersquatting of your brands? Register them as trade marks. Before the cybersquatters get to the brand.