Following our previous articles concerning the new gTLD
releases, it is clear that the Internet is changing. Hundreds
of new domain name extensions, or generic top-level domains
(gTLDs), are starting to appear online and it is important that
brand owners are ready for these changes.
One of the more problematic new gTLDs is '.sucks'.
Whilst in general terms, dealing with domains that include the term
sucks (or other pejorative terms) is not new (Airfrance won a sucks case back in 2005), the launch of
the new gTLD .sucks finds many brand owners asking how best to
protect themselves.
It is reported that Microsoft, Google and Apple have already
secured .sucks sites (e.g. microsoft.sucks) in a bid to protect
their reputations. Such defensive registrations are, however,
extremely expensive. In fact, Vox Populi, the organisation
responsible for the launch of the .sucks gTLD has come under
extreme criticism for its pricing strategy. Brand owners
looking to take
