On July 5, 2006, the WIPO Arbitration and Mediation Center ordered the transfer of the domain name tomcruise.com to the well-known actor.
The domain name in concerns was indirectly offering links with the official Tom Cruise web site and various online resources. The actor asserted ownership of common law trademark and service mark rights in the term Tom Cruise.
He positively argued that the public has come to recognise and associate the name Tom Cruise as a symbol that identifies and distinguishes the entertainment services provided exclusively by him.
He also raised that Tom Cruise has acquired distinctiveness and secondary meaning as a trademark and service mark through long and continuous use, international recognition and extensive advertising and promotion.