Beginning at 12:01 a.m., (EDT), on Saturday, June 13, 2009, Facebook will allow account holders to register personalized usernames for their Facebook pages. For those who register, the result will be that the number sequence currently displayed in the URL of Facebook pages will be replaced with a personalized URL in the form "facebook.com/yourname".

At this point, personalized usernames will only be available to persons or entities who had a Facebook account when the new policy was announced at 3:00 p.m. (EDT) on June 9, 2009. Further information about the new policy can be found at http://blog.facebook.com/blog.php?post=90316352130 and at http://www.facebook.com/help.php?page=896. Information regarding when entities with public profile pages are eligible for personalized usernames may be accessed at http://www.facebook.com/note.php?note_id=91106469821&ref=blog.

The new Facebook policy gives trade-mark owners an opportunity to create personalized usernames for their Facebook pages. However, it also creates a risk that Facebook users will register others' trade-marks as usernames without authorization. To prevent this, trade-mark owners or their representatives may put Facebook on notice of their registered trade-marks by submitting a form accessible at http://www.facebook.com/help/contact.php?show_form=username_rights. It appears that Facebook will not permit others to register usernames that match registered trade-marks of which Facebook has notice. If possible, trade-mark owners are advised to submit the trade-mark notice form prior to 11:59 p.m. (EDT) Friday, June 12, 2009, after which time Facebook will be accepting registrations for personalized usernames.

Facebook presently has a complaint procedure for reporting infringements of intellectual property rights and presumably this procedure can be used to report and obtain cancellation of a username which infringes trade-mark rights. It appears that a complaint may be based not only on a registered trade-mark but also on common law trade-mark rights and other protectable names. A notice of intellectual property infringement (non-copyright claim) form may be filed online at http://www.facebook.com/copyright.php?noncopyright_notice=1.