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ARTICLE · 13 APRIL 2015

Coming Soon...The New .sucks gTLD

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The arrival of a new generic top-level domain (gTLD) will require you to once again evaluate your brand strategies and trademark portfolios, particularly as they relate to the Internet.

United StatesIntellectual Property
Nancy R. Frandsen
Nancy R. Frandsen
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To All Brand Owners: The arrival of a new generic top-level domain (gTLD) will require you to once again evaluate your brand strategies and trademark portfolios, particularly as they relate to the Internet. The Internet Corporation for Assigned Names and Numbers (ICANN) has approved several hundred new gTLDs, but the one that may be of most concern to brand owners is the new .sucks gTLD, which is set to launch this year.

The .sucks gTLD, operated by Vox Populi Registry, Ltd. (Vox Populi), is positioning the new gTLD as a platform for conversation. Indeed, its website declares that the .sucks domain is "designed to help consumers find their voices and allow companies to find the value in criticism." However, critics of the new domain are concerned that the domain has little or no public interest value and is simply a predatory shakedown scheme aimed at getting businesses to spend a lot of money on defensive registrations.

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