What is in a (domain) name? A lot, it seems, given the release of some 1300 new generic Top-Level domains (gTLDs) by ICANN in 2013. Internet users are now able to go beyond the traditional “.com” or “.co.uk” space and own domain names ending in “.academy” or “.dance”. Commentators have referred to this as “the biggest shake-up since the Internet began” whilst others call it the “Not-Com” revolution. It has not been without doubt though, as illustrated here.

The public is probably still slowly getting used to the idea that domain names can now pretty much end in “dot anything”. However, there is some momentum gathering. At the end of 2015, Google jumped on the bandwagon and registered  <abc.xyz> and BNP Paribas has moved some of its client-facing operations to <mabanque.bnpparibas>. For Internet bankers, a website within a secure and controlled domain name space must offer some comfort, although banks have been operating their Internet services in the traditional space so far it seems without glaring issues.

For brand owners, the expansion of the domain name space means there is now an even greater potential for the occurrence of cybersquatting. In fact, WIPO has released an article revealing that 10.5% of the WIPO Arbitration and Mediation Center's ('the Center') caseload under the Uniform Domain Name Dispute Resolution Policy ('UDRP') in 2015 related to new gTLDs. This percentage is anticipated to increase, as many new gTLDs (such as .shop) still wait to launch.

However, even more interesting is the Center Director Erik Wilbers' comment that “what we are finding is that trademarks are also being registered in new domains that do not strictly relate to that particular brand”. This is definitely something brand owners should think about when they consider their domain name portfolio, and where to draw the line with so-called “defensive” domain name registrations.

With ICANN said to offer a second round of new gTLD applications, we will be watching this cyberspace.