Norwich Union has failed in its attempt to make a Scottish businessman give up his right to use the internet domain name yourmove.com.
The World Intellectual Property Organisation's Arbitration and Mediation Centre rejected the insurer's complaint that Irving Remocker's use of the name was in bad faith.
Remocker registered the name yourmove.com last March for a site dedicated to the worldwide appreciation of chess.
Norwich Union has trademark applications pending designed to protect the words “your move”, the name of its estate agency division.
A Norwich Union spokesman said: “We are disappointed but at the end of the day we have the UK domain names yourmove.co.uk and your-move.com.”
He said it would have been good for NU because people would probably try the simpler dotcom address first.
Norwich Union had offered Remocker £30,000 for the domain name but this was rejected as inadequate.