New changes in the way of navigating on the Internet.
The Internet Corporation for Assigned Names and Numbers (ICANN), has recently approved the launching of new generic top-level domains -gTLDs- (which currently includes such domains as .com, .net, .gov, .biz, etc.).
This change may have a big impact on the Internet’s Domain Name System, representing an increase of defensive domain registrations and a different manner of finding information and communicating on the web.
Internet address names will be able to end with almost any word in any language.
The first launching is planned for the entertainment industry under gTLD .xxx, opened not only to trademark and domain registration’s holders who belong to this sectors, but also to those who are outside and want to block their trademarks .xxx.
Until the middle of 2013, other gTLD approved by ICANN are going to be launched, namely .viaje, .hotel, .movie, .shop, etc., for those who are interested in associating their activity with a specific gTLD and be known to public in such way.
Finally, between January 12 and April 12, 2012, organizations would also have the possibility to market their brands, products, community or cause through their own gTLD (e.g. .coca-cola, .buenosaires, .volkswagen, etc.).
In this sense, companies, which are known today with the current gTLD .com, followed by the country code top level domain (CCTLD) in those countries in which they do business -e.g. .ar for Argentina, .es for Spain, .de for Germany, etc.-), have to determine if owning a gTLD would be of their value, and if so, analyze how to manage their registrations in a coherent manner.
This last implementation may have advantages, taking into account that same could be a way to discourage counterfeiting and monitor matters that could infringe trademark rights, in the sense that registration of TMs as gTLDs can guarantee consumers that products which are on sale through a site including a trademark gTLD are original.
There are many unsettled queries regarding this matter, especially taking into account the question of how the request and registration for non-branded names or descriptive names that sometimes recognizes TM rights on behalf of third parties could be solved.