What Companies Need to Know About the New Internet Domain Name Expansion

In two weeks, the Internet Corporation for Assigned Numbers and Names (ICANN) will meet to continue its discussions of a major new initiative – the expansion of the generic top-level domain (gTLD) space, or the letters to the right of the dot (which currently include .com, .net, .edu, .org, .gov and others).

In 2008, ICANN agreed in principal to allow any entity that can demonstrate the organizational, financial and technical capability to apply for a unique gTLD. For example, instead of “.com” these companies can now have “.theirbrand.” There is wide speculation that a date for the first round of applications may be set at this retreat.

According to trademark attorney Trevor Schmidt with Moore & Van Allen (Research Triangle, NC), any entity with a significant online presence should formulate a strategy now for what appears to be the inevitable launch of the new gTLDs.

“While securing a unique gTLD will have significant benefits for the right company, even those businesses with no interest in owning their own gTLD need to be aware of the risks,” says Schmidt. “Trademark owners will now need to protect their brands not only at the second level – to the left of the dot – but also at the top level – to the right of the dot. With potentially hundreds of new gTLDs, the avenues for cybersquatting, phishing and other malicious conduct will expand exponentially.”

Schmidt is available for an interview or to write an article on what companies should be aware of as they decide how to address the challenges presented by an expanded domain space. [09/09/2010]