Marketing Madness

Internet Advertising Bureau Bashes New Domain Extensions

The Internet Advertising Bureau (IAB) along with the Association of National Advertisers (ANA) and the American Association of Advertising Agencies have come down with a statement that basically asks ICANN to can the idea of new domain extension.

According to a letter written by the ANA, the idea of allowing anyone to create their own domain extention, could intrudce “confusion into the marketplace and increasing the likelihood of cybersquatting and other malicious conduct.” The letter claims that allowing people to register their own extention, such as .Pace or .Pepsi would in lead to people registering domains of well known brands and somehow use it deceive consumers.

Similarly, the head of the IAB, Randall Rothenberg claims that, “there appears to have been no economic impact research, no full and open stakeholder discussions, and little concern for the delicate balance of the Internet ecosystem, This could be disastrous for the media brand owners we represent and the brand owners with which they work.”

ICANN nicely responded with a resounding “WTF are you talking about” in a letter stating that “ Multiple public meetings and at least 45 lengthy public comment periods were conducted and thousands of comments, representing a broad range of interests, were received.” The letter also points out that there is nothing to be worried about from brands, because there is a process in place that would allow trademarks to be protected and owners of the trademarks to contest any application that would violate that trademark.

The letter also points out that part of the system would be the “ Establishment of a Trademark Clearinghouse as an information repository performing specific information collection and data validation services.”

I have to wonder if the IAB did any research of its own before issuing that letter? The benefit to advertisers and marketers would be amazing – one of the reasons that the proposal of allowing anyone to create their own domain extension would be to allow brands to better promote themselves, with domain extensions that match their brand. Pepsi will be able to have .pepsi, and perhaps if lucky, someone will buy .affiliate.

What are your thoughts on this matter?

Show More

Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

Related Articles


  1. I think there should definitely be regulation and a requirement to give the full facts for anyone advertising domain sales.

    Recently, every domain marketer and his dog started promoting “.co” as the new company TLD and a vital to have extension in hand with “.com”. Of course, this was not accurate as “.co” is in fact the geo TLD for Columbia.

    Initially, I saw “.co” domains for sale for £29.99 a year – however, I have never noticed a “.co” website appearing on the first page of a Google search enquiry. This may well be because Google personalises search result listings and one factor Google uses for this is the searcher’s location. So, unless you are located in Columbia, or you are using a Columbia specific search term, “.co” domain websites are unlikely to appear in the your search result listings.

    How many people, believing all the marketing hype” have now purchased an all-but-worthless “.co” domain name?

  2. The whole .co thing seems more like a scam on
    major domain owners to me. Sorry to say that
    ICANN seems to be TOTALLY selling out the .com
    owners with this move and just no one is
    willing to say it.

    Now every .com owner who wants to protect
    the rights to his or her name site will have
    to purchase .co It’s like the mob asking for
    protection money!! these are sad days for all
    honest domainers and the Internet.

    Values of practically all of the .com domains
    available at major domain reselling sites like
    Sedo etc. have plummeted recently as a result.
    Now if you dont pay up further for the .co
    extension someone can actually get one up on
    you. It was a dirty move!!! I hope people
    will see it for what it is.

    btw ..some sites are selling .co for 3X the
    AMOUNT of .com. With all of the countless
    other extensions available just why do you
    think this is?

    Thanks for the thread. enjoy your site 🙂

What's your opinion?