Google has lost in its attempt to prevent a Canadian Website from using the domain name Groovle.com. The National Arbitration Forum (NAF), which is accredited by Internet overseer ICANN, has dismissed Google's complaint against Groovle.com operator 207 Media. The complaint was filed in November. Google had objected to the site's domain name, arguing that it was "confusingly similar" to its Google trademark. Groovle.com, founded by Canadians Jacob Fuller and Ryan Fitzgibbon in 2007, provides Internet start pages that people can customize with their own photos. The three-person NAF panel agreed with 207 Media that the name of its site was sufficiently different to avoid confusion with Google. "Accordingly, it is ordered that the Groovle.com domain name remain with respondent," the panel said in its decision.