What the next round of gTLDs means for brand owners

In 2012 nearly 2,000 applications were submitted to ICANN for new generic top-level domains (gTLDs). Some were general terms such as “.shop”, others were brand-specific extensions, such as “.bnpparibas” or “.bmw”, while others were geographic gTLDs, including city names such as “.paris” or “.berlin”. The applications covered approximately 1,400 unique strings, and 1,241 ultimately became part of the DNS root zone.

Applying for a new gTLD is not a light decision. The official application fees and underlying expenses are high, and infrastructure requirements are substantial, as operating a gTLD involves significant long-term technical and contractual commitments. ICANN performs rigorous administrative, financial, operational and technical evaluations prior to approving or rejecting an application.

In 2026 the new application round started. The application window opened on 30 April 2026 and closed on 12 August 2026. Applications for the new strings are currently being checked for formalities. Once the checks are completed, the applications that pass will be published by ICANN, and brand owners will be able to see whether anyone has applied for a string that is identical or similar to their trade marks or company names.

The initial publication of applied-for gTLDs is expected by mid-October 2026, however, the precise date is yet to be announced. This first publication will be followed by a short period during which certain applicants may switch to a replacement string. ICANN will then publish the final list and commence the 104-day objection period. This period will be especially important for trade mark owners, as they will be able to file an objection (Legal Rights Objection or “LRO”) with WIPO if they believe that a proposed gTLD takes unfair advantage of their trade mark, could harm its reputation or distinctive character, or is likely to cause confusion.

Compared to a “traditional” trade mark opposition, the assessment is broader and takes into account the similarity between the proposed gTLD and the earlier mark, the applicant’s legitimate interests, the applicant’s intentions and the risk of confusion among internet users.

LRO is a substantial procedure: WIPO’s fees currently start at USD 10,000 for a single-member panel. Brand owners will therefore need to assess carefully whether the commercial risk justifies formal action. While a successful objection may prevent the application from proceeding, this is not the only possible course of action. In some cases, it may be more appropriate to contact the applicant directly or submit a public comment drawing the issue to ICANN’s attention.

Is there anything brand owners should do now, before the applications are published? This is a good time to align internally on escalation processes and gather supporting evidence for key brands in case a concerning application appears. Although 104 days may sound like plenty of time, in practice assessing the risk and obtaining the necessary approvals can take longer than expected.

Another step to consider now is recording key trade marks with the Trademark Clearinghouse (TMCH). Although the actual launch of the new TLDs may take time, a TMCH record gives an opportunity to register matching domain names during the Sunrise period, which lasts for at least 30 days before registration opens to the public. It also provides notifications if a third party registers a matching domain name during the relevant Claims period, which starts immediately after the Sunrise period and lasts for at least 90 days. Adding a broader domain watch may also be useful as it can help identify similar or misspelled versions that may not be covered by these notifications.

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