Herbal tea manufacturer Traditional Medicinals wanted to market a trademarked laxative tea product called Smooth Move at the website SmoothMove.com. In 2008, the California-based company tried to register the domain but discovered that the domain had already been claimed by WorldWide Media, an entity which had “parked” the domain with a website showing ads to visitors. Rather than rebrand its product or register a different domain, Traditional Medicinals initiated an arbitration proceeding against WorldWide Media asserting that the domain had been registered in bad faith.