This article was first published in the World Trademark Review magazine on 11 Dec 2025.
In 2026, ICANN will launch a fresh round of new gTLDs, with applications set to open in April. The domain name space is expanding once again, presenting both opportunities and challenges for brand owners.
ICANN launched the first round of new gTLDs in 2012, citing its commitment to promoting competition while ensuring stability in the domain name space. ICANN believes that broader consumer choice in domain names and increased competition among registry service providers would help the industry as a whole.
The 2012 round resulted in over 1,200 new gTLDs being delegated into the root zone. Some of these were so-called dotBrand TLDs – in simpler terms, extensions reflecting a company’s brand controlled entirely by that company.
Since the 2012 round, considerable work has been done to reflect on potential improvements for 2026. According to its draft Applicant Guidebook, ICANN has based the program on over 300 outputs received from various reports and development processes carried out by a diverse range of stakeholders.
While the 2026 round will feel familiar, there are some key changes to the process. A prominent example is the resolution of contention sets (ie, where two applicants apply for the same string). Applicants can now submit a replacement string as a back-up option in case they find themselves in contention with another applicant. Whether this will successfully reduce conflicts between applicants remains to be seen.
One of the challenges for brand owners is the expansion of opportunities for cybersquatters. ICANN foresaw this issue and implemented rights protection mechanisms (RPMs) in response. Key RPMs included the Trademark Clearinghouse, sunrise periods, and the adoption of the Uniform Rapid Suspension (URS) policy. Brand owners should rest assured that these RPMs will appear again in 2026.
However, some believe that these RPMs are insufficient to protect brand owners in the
expanding domain name space. In September 2024, INTA passed a Board Resolution that
reaffirmed its concerns about the last round – in particular, the
unfettered delegation of new gTLDs without further concrete, measurable improvements in
rights protections
.
INTA has urged ICANN to devote more resources to combatting cybersquatting and other
bad-faith actors before the new round commences.
Regardless of whether such advice results in more advanced RPMs, there has been recent progress in tackling domain name system (DNS) abuse, such as phishing or malware, which will be reflected in the new gTLDs. Brand owners should therefore focus on engaging with the current RPMs in place, as well as considering defensive registrations.
The 2026 round also presents brand owners with the opportunity to control their own namespace through a dotBrand TLD.
Since their introduction, dotBrand TLDs have demonstrated a strong track record of safety and integrity. According to INTA, among the hundreds of dotBrand TLDs activated in the last round, no fraud or cybersquatting issues have been reported within these brand-owned spaces.
A dotBrand operates as a closed ecosystem. By doing so, brand owners ensure that every domain name created within that space is controlled by the brand itself. This eliminates the risk of impersonation, as well as DNS and trademark abuse, reinforcing trust among Internet users.
When a customer visits a website ending in a brand’s own TLD, they can be confident that the source is genuine. This builds consumer confidence, strengthens brand reputation, and supports a more transparent digital space.
In its resolution, INTA expressed support for expanding dotBrands, emphasising that they fulfil ICANN’s founding goals of enhancing consumer choice, fostering competition, and promoting innovation online.
For these reasons, INTA, which represents the interests of brand owners and IP professionals, has no objection to the next round of dotBrand applications. As online threats grow more sophisticated, dotBrands offer brand owners a secure and reliable channel for their customers.
With a dotBrand TLD, brand owners maintain full control over their namespace. By restricting or removing third-party registrations entirely, they can prevent misuse and reduce enforcement costs, while avoiding reputational damage and consumer confusion.
That said, resources should still be allocated to combat bad actors registering infringing or abusive domain names in open gTLDs. Existing RPMs, such as the UDRP, remain efficient mechanisms and a vital component of an effective online brand strategy.
Brand owners that secure a dotBrand TLD must also invest in marketing and education so customers recognise and trust the new namespace. Successful examples from previous rounds include Sky, which uses its .sky TLD to promote its products and services.
DotBrands can also be used internally, helping employees identify secure websites and email addresses. Spear phishing targeting employees is a recurring issue, and using a dotBrand for email removes the risk of staff falling victim to DNS-based attacks.
Nevertheless, other namespaces will continue to pose a risk of brand misuse. A comprehensive strategy that combines securing a dotBrand TLD with defensive registrations in other TLDs will place brand owners in a strong position once the 2026 round concludes.
Let's talk more... about your own exclusive corner of the internet.
Caroline Valle & James Taylor
We can customise a solution to fit your business needs.
+44 (0) 1908 200022
+1 703 574 5313