Unstoppable Domains (UD) an alternative blockchain-based domain name system, is releasing 8 new top level domain names: .blockchain, .888, .wallet, .x, .bitcoin, .coin, .nft, and .dao. They recently applied for trademarks or some of these domains.
Pre-orders are now available for the domains that will be added to the Ethereum blockchain in July.
Blockchain domain names work just like regular domain names regulated by ICANN, by simply activating an extension in any web browser. However, unlike domain names regulated by ICANN, Blockchain domain names have none of the existing Rights Protection Mechanisms that Trademark owners rely on to protect and enforce their trademark rights, such as UDRP, URS, WHOIS and the Trademark Clearinghouse.
Blockchain domain names are decentralized, anonymous and immutable. This means that once a domain name has been added to the Blockchain, there is no way for brand owners to forcibly reclaim the ownership of the domain name. And there is no central authority, such as Registrars, Registries or Law Enforcement to turn to reclaim an infringing domain name.
How do brands protect themselves?
It is recommended that brand owners proactively register Blockchain domain names to protect their trademarks
Unlike traditional Registries of new gTLDs, UD decided to not release trademarked brands and are attempting to work with brands to ensure that they get in the hands of the rightful owners.
They have instituted a ‘protected brands policy’ where brands can claim domains by demonstrating use on a website, through the trademark database, or social media accounts. Brands can claim their domains from the protected brands list.
What is a protected brand?
Protected brands are words closely associated with well-known entities, products, or individuals. If someone other than the brand owner were to get ahold of these domains, there’s a high risk of fraud, phishing, or other types of brand confusion. Since there is no global database of companies, influencers, and brands, evidence of brand ownership will come from a combination of; active websites, the trademark database, and social media accounts. When multiple parties have a reasonable claim to a domain, it will go to auction. These domains will not be available for regular purchase.
How to claim your brand?
brandsec can coordinate registering your crypto domain names, including submitting brand protection requests. Talk to your Account Manager should you require any additional information.
Brandsec is a corporate domain name management and brand protection company that looks after many of Australia, New Zealand and Asia’s top publicly listed brands. We provide monitoring and enforcement services, DNS, SSL Management, domain name brokerage and dispute management and brand security consultation services.