The World Wildlife Fund, one of the world’s best-known conservation organizations, has filed suit in London against the World Wrestling Federation over the use of the WWF initials. The two groups had reached an agreement on the issue in 1994, but now the conflict has rekindled over Internet addresses. The World Wildlife Fund, which uses the web addresses and, among others, contends that the World Wrestling Federation is violating the conservation group’s trademark rights by using the web address The World Wildlife Fund claims that recognition of its initials is crucial in making the organization effective and that its case is the “same as if McDonald’s were challenging someone over the use of the golden arches.” For its part, the World Wrestling Federation argues that there’s little chance of anyone confusing the two organizations.