Facebook is looking to protect its brand identity by taking steps to trademark the word “face”.
The social networking giant has been granted a Notice Of Allowance, which is the first step in the legal process of owning the term “face” in certain contexts.
If Facebook is successful they will then control the word “face” when referring to: "Telecommunication services, namely, providing online chat rooms and electronic bulletin boards for transmission of messages among computer users in the field of general interest and concerning social and entertainment subject matter, none primarily featuring or relating to motoring or to cars."
This news could be problematic for Apple, as its online service Facetime could infringe on Facebook’s new trademark, if applied.
Facebook now have three months to pay a fee and then it can start its trademark proceedings for real.
Facebook have been gaining a reputation for their cut-throat attitude to brand protection, having previously sued Teachbook.com for infringement and forced website Placebook to change its name to TripTrace.