[pjc50]

This will not improve until the platform shares proper liability. The US isn't going to do that, but the EU might be able to.

There's a reasonable argument that user generated content platforms can't survive being held liable for the crimes of their user. However, the advertising is a much smaller volume of content and they're making money directly from it.

[econ]

It isn't very hard to give a registered business a monopoly on their company name.

[ahtihn]

It's impossible actually. Company names aren't unique. There is no global registry of company names. Even trademarks aren't globally unique.

[econ]

You start with the largest, work you way down then start work on local registers.

City names is probably enough but you can still allow ads from two the same businesses in the same city.

With domains it is even more obvious. No need to pretend everyone could be the nyt.com