ICANN Authorizes New Domains

In an important recent policy decision, the Internet Corporation for Assigned Names and Numbers made a dramatic change in its approach to top level domain names. ICANN chose to authorize use of brand names and generic words as general top level domains. Effective in January 2012, all parties who are willing to pay the substantial registration fee and who can demonstrate a legitimate claim supporting use of the proposed domain will be able to apply to ICANN to register the new top level domain. This system will alter the look of the Internet. It provides attractive marketing and promotional opportunities for businesses, and it marks a significant milestone in the evolution of the Internet. This approach is also likely to create aggressive competition among commercial enterprises as they race to lock-up attractive domains. By, in effect, enabling companies to purchase essentially any general top level domain, ICANN has dramatically increased the commercial character of the Internet. That commercialization carries both important opportunities and concerns.