ICANN’s New Generic Top-Level Domain Program Launches: What Brand Owners Need To Know

In June 2011, the Internet Corporation for Assigned Names and Numbers (ICANN) authorized the launch of the new generic Top-Level Domain (gTLD) Program (New gTLD Program). Under the New gTLD Program, any legally established organization in the world can apply to create and operate a new Internet registry, which would result in an individualized domain name suffix such as ".phone," ".detroit," ".teenagers," etc. (each a new gTLD). New gTLDs can even embody company names and registered trademarks. For example, if it were so inclined, Cozen O'Connor could apply to create and operate a new ".cozen" Internet registry, thus generating a unique platform for reaching clients.

As many trademark owners are aware, it is a relatively simple matter to register a domain name under the traditional .com or .net suffix (e.g., cozen.com). Indeed, a domain name registration of this type does not require a demonstration of brand ownership or genuine business activities, and can cost as