Search Engine Optimisation Web Log (BLOG)
Editor: Matt Paines

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New issues for brand protecting your domain name

It has been reported there is a proposed new issuing of generic top-level domain name extensions. The principles   .com   .co.uk   .org   .net  etc. were followed a few years ago by   .tv      .biz      .eu  etc.

The new proposal is to allow any extension, from .a to .z. This means that there could be a   .london  .holiday or a  .virgin. However there is a problem. As previously the number of cyber squatters that park domains, holding the rightful owners to ransom has been an issue for some time.

It wouldn't be cheap, the cost of a new generation top level domain extension could cost a registration fee of $185,000 with an annual fee of $25,000.

The proposed new issue will mean that major brands will need to ensure that they buy their extension before someone else does. Not only to prevent cyber squatting, but also avoid issues of brand protection, brand attack, misrepresentation, scamming and exploitation.

Whilst the fees are out of the range of many scammers, the bidding war will be significant for the successful applicant for .casino or .mobile etc. Not getting the extension could prove more expensive in the long term.

In my opinion ICANN mage a mistake allowing domains to registered by any applicant, especially if the domain is already a brand or is just parked. I hope they do not allow organisations or individuals to register domains they are not entitled to, they should also not allow companies to buy something like   .car  or .holiday it should confine applications to industry bodies.

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