ICANN Opens Internet to New Domains from .brand to .stupid

Markmonitor Group, which manages domain portfolios for major enterprises, welcomed the move as a landmark for intellectual property but cautioned businesses about the security implications. With new strings ranging from geographic identifiers like .roma to whimsical terms like .mars and .stupid, companies face a complex landscape where brand dilution and phishing risks are rising. The firm has launched an emergency service to assist organizations navigating this transition, particularly those concerned about trademark infringement or the costs of managing these new digital assets.

ICANN’s latest expansion follows a rigorous application window that saw entities pay $227,000 per request, with annual management fees estimated at $100,000. These new domains allow applicants to either operate as public registries or reserve them exclusively for internal corporate use. As the process moves toward a 104-day public comment period starting November 17, legal teams are preparing to challenge applications that collide with existing rights. Applicants have until October 21 to adjust their submissions, potentially swapping strings to avoid the costly disputes that characterized previous rounds of internet expansion.