The Playboy empire has come out on top after beating off the Good Samaritans in a struggle over the hughhefner.com domain name.
The World Intellectual Property Organisation (Wipo) ruled that Hefner, the 75 year-old founder of Playboy, was entitled to the domain name after it was successfully argued that he is the personification of the company he founded.
Playboy said Hefner is "the living embodiment of the lifestyle his magazine celebrated" and is "one of the most popular media and entertainment figures in the world".
Wipo ruled that the Good Samaritan Program, which registered the name and diverted the address to its site, had done so in bad faith. Good Samaritan went quiet after Playboy's initial complaint and did not provide a defence.
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