Colombian logistics company tries to reverse hijack domain name

The complainant, Agencia de Aduanas Pasar Ltda., is a customs broker in Colombia. The disputed domain, pasar.com, was registered in 1997. That is twenty-nine years of quiet ownership before anyone complained.

Under UDRP rules, a complainant must prove the domain is identical or confusingly similar to a trademark in which it has rights. 'Pasar' is a common Spanish verb meaning 'to pass' or 'to go through.' It is not, on its face, a protectable mark.

The panelist found the complaint was an attempt at reverse domain name hijacking. That is the polite term for a trademark holder trying to grab a domain it does not actually own, using the dispute process as a shortcut.

The lesson is mechanical. UDRP panels are not designed to hand over domains simply because a company later decides a common word sounds like its brand. The system rewards prior registration and continuous use, not retroactive ambition.

For domain investors, the takeaway is straightforward: a generic word registered decades ago, used in good faith, is a hard target. Complainants who file anyway risk a finding against themselves, which becomes a public record.

For brand owners, the warning is equally clear. If your name is a dictionary word, secure the matching domain early. Waiting until a competitor or investor holds it, then trying to pry it loose through arbitration, is a losing strategy.