The good name of footballer and TV hunk Brodie Holland is being used -- against his will -- to market soft pornography and a service for Australian swingers.

But Australian celebrities and sports stars may be able to win back control of their "name.com" internet domains, an international arbitrator believes. Former federal communications minister Neil Brown, QC, now has a busy sideline umpiring disputes over the ownership of internet "real estate".

He says Hollywood celebrities have quickly become aware of the worth of their name.com domains, and the dangers of letting their names be used for internet businesses.

BrodieHolland.com, for example, was yesterday being used to point to an adult personals website offering "nude photos and...sexy webcam videos".

"Most Australian celebrities haven't got their own domains," Mr Brown says. "It's very dangerous. They're not aware of the value of a domain, or the need to protect themselves."

The .com.au domains of the Tasmanian miners Brant Webb and Todd Russell were protected by Australia's internet watchdog auDA, but the .com domains of both have been snapped up by internet entrepreneurs.

Queensland businessman Frank Guerra told The Age he would give the domain to Mr Webb if he asked for it. "It's just in safe keeping for him," he claimed. "It would be different if he was a film star."

Two years ago the AFL Players Association sought legal advice after Melbourne businessman Nathan Banks bought the name.com domains of a string of AFL stars including Holland, Barassi, Nick Riewoldt and Nathan Buckley.

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