It’s official! The ICANN (International Corporation for Assigned Names and Numbers) has approved the expansion of domain names to include all words imaginable to the human mind as a domain suffix.

The ICANN is responsible for, and oversees, the Internet address system. There are currently 22 generic top level domains (gTLDs), including “.org”, “.com”, “.net” and “.biz”. Recently, the “.xxx” domain suffix was added to the list and only last month, the ICANN decided to drastically increase the number of available domain name suffixes by allowing the public to apply for suffixes at a fee.

Now, any word in any language, including French, Chinese and Arabic, will be registrable as a domain suffix. Certain words have, however, been reserved and these include “.icann”, of course, and “.example”. Examples of possible domain names include “.wines”, “.hospitals” and “.articles”.

Brand owners will also be able to register their brands as domain suffixes, for example “.aldo” or “.ninewest” or even “.shoes”. This will offer brand owners a new manner in which to market and brand their products while increasing their web presence. Brand owners could register their main brand or company name as the domain name suffix then register their “sub-brands” within the domain name suffixes, for example, www.womensshoes.spitz. The possibilities are endless.

The ICANN plans to start accepting applications for the new domain suffixes in January 2012. Only corporations will be entitled to apply for domain name suffixes and not individuals or sole proprietors. However, ICANN has indicated that the application fee for a new domain suffix will be in the region of USD 185 000 with an annual renewal fee of USD 25 000.
With such high costs involved, the silver lining in this cloud is possibly that it will not be easy for cyber squatters to acquire a brand owner’s trade mark in a domain name suffix.

There will be procedures in place to take action against third parties who register domain names with a suffix incorporating the intellectual property of a trade mark proprietor.

Written by Rachel Sikwane, associate in Edward Nathan Sonnenbergs’ intellectual property department (rsikwane@ens.co.za)