SSAB Technology AB Secures Hardox-Related Domain in Recent Dispute

SSAB Technology AB successfully initiated a UDRP proceeding against the Respondent, Pro Web (Organization: Pro Web Solution), regarding the registration of the domain name <jualplathardoxjakarta.com>. The Complainant, a prominent global manufacturer of high-strength steel, asserted that the domain was registered to capitalize on its HARDOX brand. The domain combines this trademark with the Indonesian phrase “jual plat” (meaning “sell plate”) and the city name “Jakarta,” creating a misleading impression of an official regional sales outlet.

Rationale for the Transfer

1. The domain name incorporates the HARDOX trademark as its central and most distinctive feature. The addition of descriptive terms related to the steel industry and a specific geographic location does not prevent the trademark from being the primary identifier for users.
2. The Respondent has no affiliation with the Complainant and holds no license or permission to utilize the brand name. No evidence exists to suggest the Respondent is commonly known by the name in the domain or has established a lawful connection to the trademark.
3. The choice of a domain that specifically references the Complainant’s products and a local market indicates a clear intent to divert web traffic for commercial gain. By using the brand name to attract potential customers to a site likely offering industrial steel products, the Respondent engaged in an unauthorized exploitation of the Complainant’s reputation.

Targeted Commercial Diversion

The inclusion of specific keywords like “jual plat” demonstrates that the Respondent was fully aware of the market value associated with the HARDOX brand. This tactical combination of a trademark with regional industry terms is a common method used to intercept customers looking for genuine products. Such behavior disrupts the Complainant’s business by directing users toward an unauthorized source.

Strengthening Global Domain Governance

This case provides a critical lesson for businesses operating in international markets. It highlights the necessity of monitoring localized domain registrations that pair high-value trademarks with descriptive terms and city names. Even when regional language is used, the unauthorized use of a core brand for commercial competition remains a violation of established domain standards. Brands must act decisively to prevent these registrations from diluting their market presence.
If you are dealing with unauthorized domains that mimic your brand identity, the ClaimOn team is available to assist you in developing an effective enforcement strategy to reclaim your assets and secure your intellectual property.