Referencing the RFID Gen2 document via BibTeX

One would not think that it would be difficult to reference a document in BibTeX, but there's strangeness when you don't do it just right. I found this link on referencing the CD4007 via bibtex. In the same vein, I came up with:

\usepackage{url} %for the _ in the URL

@misc{EPCglobalGen2-2013,
  author={EPCglobal Inc.},
  title={{EPC}$^{TM}$  {Radio-Frequency Identity Protocols
Generation-2 UHF RFID}},
  howpublished = "\url{http://www.gs1.org/sites/default/files/docs/epc/uhfc1g2_2_0_0_standard_20131101.pdf}",
  publisher={EPCglobal Inc.},
  year={2013}
}

The {} around the author make sure that it doesn't become E. Inc. The resulting render: