Marketers warned of new .sucks domain

The worst nightmares of brands and the freelance marketers who look after them could become a reality in June, when hundreds of questionable web domain names go up for grabs.

In fact, .sucks, .porn and .adult are just some of the 500 TLDs that will become available, and online businesses are being advised to buy such uncomplimentary names before it's too late.

If some of the world’s big brands don’t, then they could find themselves subject to “torrents of abuse” from trolls who purchase the unfavourable domains names solely to torment them, predicts 34SP.

The web hosting firm points out that Microsoft has already acted, having snapped up Office.porn and Office. adult so such x-rated domain names cannot be taken by anybody else potentially wanting to embarrass (or extort) the company.

“Businesses should do everything in their power [to] avoid being associated with negative messages – and it's hard to imagine domain names like .sucks and .porn will foster positivity,” said Daniel Foster, founder of 34SP.

“Clearly some big brands are already taking this seriously by registering controversial names while we are still in a mandated period. However, after June 1st it becomes a free for all, so I'd advise all businesses with even a slight worry about how this could affect their business to swoop up the domains sooner rather than later.”

He added that while some of the domains might be used for good causes, such as cancer.sucks, the likelihood is that “many” people will be acquiring the new names solely for defamatory purposes.

Anyone who wants to keep an eye on all of the unsavoury (and savoury) new TLDs being released and applied for can do so on the Internet Corporation for Assigned Names and Numbers' (ICANN) website.


Apr 1, 2015
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