Media24’s claim to the numerals “24” has spurred entrepreneur, Christopher Riley, to undertake an all-out campaign that has him butting heads with the media giant. Riley was warned this month to stop using Properties24.co.za as his business’ website address. He was told that Media24 was filing for a high court interdict to stop him from using the name as it constituted the “passing off” of Media24’s own Property24.com. In late 2005, Riley aggressively opposed a similar demand about two other sites that he had registered which contained “24” in the address. He then decided to register as many “24” names as he could, to prove that the company could not hold claim to the “generic term”, he said. Janine Hollesen, Property24’s representatives in the matter, said Riley’s latest actions were a legal infringement and that he was “passing off” on Media24’s good name. She also pointed out that search results on Google for “Properties24.co.za” showed that the search title for Riley’s site brought up the search result “Welcome to Property24”. Riley conceded that he would probably have to buckle in this case, but said it was “wrong for them to bully the small guys”. He said that while his site may be small-fry in comparison, he has argued that it is well within his rights as there is no trademark on “Property24”.