Brand name Top Level Domains coming

Brand name Top Level Domains coming

Summary: ICANN has .cheezburger? ICANN has just opened the door to Top Level Domain Names such as .gaga, .superbowl, or .southpark. Great idea or dumb idea?

TOPICS: Browser, Networking

The Internet Corporation for Assigned Names and Numbers (ICANN) board has voted to dramatically increase the number of Internet domain name endings--generic Top-Level Domains (gTLDs)--from the current 22, which includes such familiar domains as .com, .org and .net" to a unlimited number of new Top Level Domains in any language or script." So, beginning in 2012, you can look "forward" to such TLDs as .missamercia, .gameofthrones, or .superbowl.

In a statement, Rod Beckstrom, President and Chief Executive Officer of ICANN. Said, "We hope this allows the domain name system to better serve all of mankind." Gag me now! Beckstrom also claimed that these "New gTLDs will change the way people find information on the Internet and how businesses plan and structure their online presence. Internet address names will be able to end with almost any word in any language, offering organizations around the world the opportunity to market their brand, products, community or cause in new and innovative ways."

Oh please. Get over yourselves. The only point in opening the doors to an endless number of gTLDs is to increase the profits for domain name registrars (DNR). For them, this will prove a license to print money. For businesses, who must protect their trademarks it will be a pain-in-the rump and some additional expense. I can already see people getting ready to grab the TLD ".cola" and waiting to charge Coke and Pepsi or the "privilege" of registering "coke.cola" and "pepsi.cola."

ICANN is still working out the details on how DNRs can apply for these new TLDs. Applications for new gTLDs will be accepted from 12 January 2012 to 12 April 2012. To get a piece of the TLD business, you'll need to be an already established DNR and have a spare $185,000 to open your bidding.

Would it surprise you to know that some Internet companies, like the Web hosting service Hostway, have already launched new DNR services? I thought it wouldn't.

According to ICANN, DNRs will need to show some legitimate claim to the new TLD that they are claiming and buying to prevent cyber-squatting. Canon, the digital imaging company, for example, has long said that if they could get the .canon TLD, they were going to do so. In the case of generic words, though, such as the aforementioned ".cola," ".soda" or ".pop," I suspect the new TLD will go to whoever gets their first and/or bids the most money.

Will any of this actually make any difference for users? I think it will. I think it's going to hurt people like you and me.

If I want to find a business now, and I don't want to bother to Google it, I know I have a fair chance of getting there by using the company's name in the domain name:,, or This new flood of TLDs? I can only see it confusing and annoying people while wasting money on domain names that would otherwise never be used.

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Topics: Browser, Networking

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  • RE: Brand name Top Level Domains coming

    Seems really stupid to me. Is anybody using the last group of TLD.s approved a couple of years ago? Take .biz or .xxx for instance, I've not come across any of those yet, nor am I going to waste time looking for them.
    • RE: Brand name Top Level Domains coming

      @What_the: <br><br>I can understand that they might mean the following variants:<br><br>car.mercedes<br>s600.mercedes<br><br><br><br><br>However, normal people do not recognize the order of so random things. They will type and search something like this:<br><br>mercedes.s600 -- <b>fishing site</b><br>bmw.7-series -- <b>fishing site</b><br>amd.HD-8970 --<b>fishing site</b><br>apple.iPhone9 -- <b>fishing site</b><br>...<br><br>While it is understandable that for nearest future with $185 thousand entry tag such phishing will not be possible, it will not last long. As the saying goes, "you only make them start". In the years ahead the hell might easily get loose.
    • More complicated? Say what?

      Let me understand: with the new TLD's, if I want pepsi's website, I type in pepsi; likewise coke, budweiser, mcdonalds, wendys, walmart, target, autozone, levis, oldnavy, barnesandnoble, chevy, ford, honda, toyota and the list is endless.

      How is that more difficult?

      Essentially it means TLDs are a dying breed - just like IPv4.

      It's called progress.
  • RE: Brand name Top Level Domains coming

    Dumb idea. Only benefits ICANN and not mankind. Your .com, .net, and .org TLDs are established as the standard people will type and go to. The biggest issue I see is this taking phishing to a whole new level. Someone registers and sends out a phishing email the end user will have no idea if its legit or not.
    • RE: Brand name Top Level Domains coming

      @LoverockDavidson That's exactly what I was thinking. Whenever I see a website with a crazy domain I steer clear, but average end user might not be so careful.
  • ICANN is off it's rocker

    no wonder many countries are looking for an ICANN replacement
    • RE: Brand name Top Level Domains coming

      @zmud There info structure in holland as an alternative to icann coming soon. EU is more serious about it.
      <a href="" rel="muse">oyun</a>
  • RE: Brand name Top Level Domains coming

    Wow, how idiotic. I cant imagine any purpose for doing this beyond generating more profit for ICANN
  • RE: Brand name Top Level Domains coming

    Are you kidding me, this is a terrible idea. This is going to be a domain validation nightmare from a programming perspective and confuse the heck out of people. And its not an even playing field, only big corporations will be able to get their custom TLD.
    • RE: Brand name Top Level Domains coming


      Why should a program have any problems validating one of these domains? Did you perhaps ignore the RFCs and use some stupid regex, instead of doing the obvious and just trying a call to gethostbyname()?
  • RE: Brand name Top Level Domains coming

    I don't think the $185k applies to actually getting a TLD. It sounds like it applies to DNR (Domain Name Registrars) that want to get into the business of selling TLDs.