Dot Sucks The Latest Of A Host Of New TLDs

Dot Sucks The Latest Of A Host Of New TLDs

30 Years since the registration of the first dot com domain, the Internet domain is undergoing considerable expansion, with a host of new Top Level Domains (TLDs) becoming available. While TLDs like .bank promise a more secure environment for consumers, and the move will make it easier for businesses to find a relevant, branded domain name to purchase, it is the “predatory, exploitative and coercive” dot sucks and dot porn domains that are making the headlines.

Many celebrities are no strangers to the threat of fake and leaked adult content appearing online bearing their name, but the problem could become much more literal now, as Vox Populi and ICM Registry start the obligatory sunrise rollout of the new domains. A sunrise rollout enables trademark holders the opportunity to buy their own trademarked domain name, and only once this has been completed will the domains go on general sale.

Inflated Registration Prices

This is supposed to give trademark owners the opportunity to protect their trademark and their brand, but the inflated prices that are being charged have been described by domain overseer ICANN’s Intellectual Property Constituency sent the overseer a letter urging them to stop the roll out of the dot sucks domain, describing it as a “shakedown scheme” and “detrimental to brand owners”.

In short, the IPC believe that brand owners are being forced to pay 250 times ($2,500 for “premium” names) as much as a general member of the public would have to pay for their .sucks domain name, or face derogatory and damning content being published on a domain that effectively links directly to their trademarked brand.

Taylor Swift And Microsoft Buy Dot Porn Addresses

A number of celebrities and organisations have already taken action in a bid to try and prevent this from becoming a problem. Taylor Swift has registered TaylorSwift.porn and TaylorSwift.adult, while even Microsoft has registered Office.porn. It seems unlikely that either party will be hosting their own adult sites, so it is safe to assume that they have been registered solely as a means of brand protection.

.Sucks A Platform For Free Speech?

John Berard, CEO of Vox Populi, the company behind the controversial .sucks domain, has said that it should be seen as a “consumer platform” and that companies should use the domain as a means of addressing concerns voiced by customers.

The majority of dot sucks names will be available at a cost of between $10 and $25 a year, and only premium names will be charged at $2,500. However, this is yet another area of brand management that companies and individuals will have to consider when they are attempting to balance customer relations with finances.