Coca-Cola is fighting in a Moscow court to prove that it is the 'real thing' in a cyber squatting case.
Things are already fizzing for the US drinks giant after the cyber squatter, a company called Inasait, which registered the coca-cola.ru domain in 1999, bottled out of Monday's hearing in the Moscow Arbitration Court.
Coca-Cola is currently suing both Inasait and the Russian Institute for Public Networks (RIPN) for allowing the cyber squatter to own the name.
Coca-Cola tried to reach an out of court agreement with Inasait but was unable to contact the mysterious company.
If the drinks firm wins it could burst the bubble of RIPN's policy of registering names on a first come, first served basis, rather than deciding which company has the greater claim to a specific domain.
Coca-Cola won the original case in the Moscow Arbitration Court, but that victory went flat when it was overruled by the Federal Arbitration Court.
However, since then RIPN has introduced a system enabling companies to retrieve hijacked names thanks to new regulations on registering domain names that came into effect in April.
Rather than demanding that registration be annulled, companies should indicate where their copyright has been violated and seek re-registration through the courts.
Once a court has ruled in favour of the company, RIPN will re-register the domain.
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