The first application to the Company Names Tribunal under the UK's new procedure for objecting to company names -- which commenced today (see Class 46 here and here) -- was made on behalf of The Coca-Cola Company. The procedure is administered by the United Kingdom Intellectual Property Office, which means that High Court proceedings will no longer be needed in order to get infringing companies to change their name.

The application alleges that the company name Coke Cola Limited is misleading and opportunistic, taking advantage of The Coca-Cola Company's famous trade marks COKE and COCA-COLA. The tribunal will give Coke Cola Limited an opportunity to change its name. If it doesn't, evidence may be filed, and a decision issued.

The application was filed for The Coca-Cola Company by David Stone (Simmons & Simmons), who chairs the MARQUES Designs Team. Says David:

"For many years, brand owners have had the costs and difficulties of going to court to have abusive company names corrected. This new procedure will be quick and cost-effective, rather like the dispute resolution procedures that exist for domain names".