Google has announced that they will take legal action if Australian business Groggle try to register a trademark for the company.
Groggle's owner, Cameron Collie started the alcohol price comparison site two years ago and was in the process of registering for a trademark when he received a letter from Google.
The search giant stated that the name Groggle was "substantially identical with and deceptively similar to" its own trademarks.
However, the letter came only after Collie had spent thousands setting up the company and buying relevant domain names. Mr Collie has completed the beta test phase of his website, designed a iPhone app, and was ready for the official launch of the brand in a couple of weeks.
Despite the fact that his application had been accepted by IP Australia at the time the letter arrived, Google has demanded that the site withdraws its application. Google has threatened that if Groggle do not comply with its requests, it will "make an urgent application to the court seeking interlocutory injunctions restraining Groggle and its directors".
Mr Collie says he cannot possibly fund a battle with Google in court.
"We don't have the financial backing to fight them on this, we just want them to reconsider because it's just crazy," he said.
Mr Collie said his choice of name was based only on a play on the word grog, Australian slang for alcohol. He said that he only selected the name when he found that grogger.com was taken.
Collie stated: "We want Google to reconsider and realise that we're not a threat and never will be,"
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