Com and .Net, Make Room for .Trademark: What Trademark Holders Should Know About the New gTLD Program

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.Com and .Net, Make Room for .Trademark:
What Trademark Holders Should Know About the New gTLD Program
Elizabeth Herbst Schierman
Dykas, Shaver & Nipper, LLP

    If you are a business owner, you have
                                                  ...the World Wide Web stands to welcome potentially
probably invested a great deal of time         hundreds or thousands of new generic top-level domains
and money into building the goodwill of                           (gTLDs) in 2010...
your business and into associating that
goodwill with a business name, logo,
or other trademark. You want your cus-
tomers to know that when they see your
trademark on a flyer, commercial, letter,
or email, they are receiving a message
                                             domain names to prevent someone else                 For years, ICANN has been devel-
from your business. Imagine the night-
                                             from registering them, a preventative            oping a new policy that will allow sig-
mare of learning that someone else has
                                             measure to combat cybersquatting and             nificantly more gTLDs to be introduced.5
registered a domain name using your
                                             trademark infringement.                          The final step in the adoption and imple-
trademark and has been using the website
                                                 This tactic of registering multiple          mentation of the New gTLD Program
at that domain to sell competing goods
                                             websites at [trademark].com, .net, and           will be the completion of an Applicant
or services to customers who think they
                                             .org, among others, is commonly used by          Guidebook to provide detailed informa-
are buying from
                                             businesses that own valuable trademarks          tion about the rules, requirements, and
your business. It
                                             rights, and it has been used successfully        process for acquiring new gTLDs.6 Ver-
is equally terrify-
                                             in a world where the number of available         sion 3 of the Guidebook was released
ing to learn that
                                             top-level domain (TLD) names has been            in October 2009.7 The final Guidebook
someone else has
                                             rather limited. However, as the World            is expected to be released at the end of
registered your
                                             Wide Web stands to welcome potentially           2009, with applications for new gTLDs
trademark in a do-
                                             hundreds or thousands of new generic             to be accepted in 2010.8
main to lure your
                                             top-level domains (gTLDs) in 2010,                   The New gTLD Program is meant to
potential custom-
                                             trademark holders will likely find that           allow for a greater degree of innovation
ers to a website
                       Elizabeth Herbst      registering www.TheirTrademark.com,              and choice for those who register domain
that     publicizes
                       Schierman             .net, and .org will no longer be sufficient       names and utilize the Internet.9 It will al-
disparaging re-
                                             when      www.TheirTrademark.anything            low for new gTLDs to be created, gTLDs
marks about your
                                             and .everything are possible.                    that are not limited to only a few char-
business. You can only imagine the
                                                                                              acters or to only ASCII characters.10 For
number of potential customers who have       History of TLDs, Their Control,                  the first time, Internationalized Domain
entered your trademark as a search term      and the New gTLD Program                         Names (IDNs), domain names including
in Google or as a website address only           As of the writing of this article, the       local language characters or letter equiv-
to land at that other website, not yours.    Internet’s addressing system has been            alents, will available as TLDs.11 Accord-
Lost sales and damage to your reputation     limited to a rather small number of TLDs.        ingly, trademark holders could possibly
may increase through the drawn-out and       TLDs are the two or more letters that fol-       acquire new gTLDs consisting of their
expensive process of trying to dispossess    low the last dot in a website address and        trademarks.
that other person or business of the do-     come in two types: gTLDs, such as .com               Acquiring a new gTLD will not be
main name that was wrongly registered.       and .net, and country-code top-level do-         simple and will certainly be much more
That process is made all the more diffi-      mains (ccTLDs), such as .uk and .cn.2            complicated than registering a second-
cult when the cybersquatter11 is not with-   At this time, while there are over 250           level domain name using an established
in the personal jurisdiction of the United   ccTLDs, there are only 21 gTLDs.3                gTLD. A second-level domain name is
States.                                          The Internet Corporation for As-             the portion of a website address (i.e.,
    Visit www.Cabelas.com, www.Cabe-         signed Names and Numbers (ICANN)                 domain name) that precedes the top-level
las.net, and www.Cabelas.org, and you        has been responsible for managing the In-        domain, e.g., the “Cabelas” in www.
will find yourself at the same website,       ternet’s addressing system for more than         Cabelas.com. Acquiring a new second-
not three separate websites. Each domain
                                             ten years. It coordinates the allocation         level domain name with an established
name points to one website, owned and
                                             and assignment of, among other things,           gTLD like .com or .net, is usually as
operated by Cabela’s Inc., with the Ca-
                                             domain names, and it has overseen the            simple as filing out a short form and
bela’s® trademark prominently displayed
                                             growth of the number of gTLDs from the           paying a relatively-small annual or
in the upper left-hand corner. Obviously,
                                             eight that pre-date ICANN’s formation            semi-annual fee to a registrar such as
Cabela’s has no interest in operating a
                                             (.com, .edu, .gov, .int, .mil, .net, .org, and   GoDaddy.com. The registrar takes the
separate website at each of the separate
                                             .arpa), through two rounds of gTLD ex-           information from the would-be domain
website addresses, and yet it separately
                                             pansions, to the twenty-one gTLDs that           name registrant, checks to confirm that
registered each of these domain names.
                                             existed at the end of 2009.4                     the domain name is available, and then
Undoubtedly, Cabela’s registered these
                                                                                              registers the new domain name with

                                                                                                           The Advocate • February 2010   25   ..
the registry operator associated with
the appropriate gTLD (e.g., if seeking
to register a domain name in the .com
gTLD, the registrar would register the                  To have standing to file a legal rights objection, the
new domain name with VeriSign, Inc., the             objector must be a rightsholder, and the objector must
Registry Operator for the .com gTLD12).
The registry operator would then add
                                                   provide documentation of the source and existence of the
the new domain name to the registry                                  legal rights at issue.
database. In this process, there is little that
is required by the would-be registrant of
the second-level domain name, and the
process is completed almost immediately
upon the registry operator’s receipt of a
                                                  string review, looking for string similari-    by which trademark holders are poten-
registration request.
                                                  ty, during an Initial Evaluation of all new    tially protected, the end result being that
    Acquiring a new gTLD, on the other
                                                  gTLD applications; (2) for formal objec-       the application for the new gTLD is not
hand, will require the prospective own-
                                                  tions of pending gTLD applications, re-        approved and the gTLD is not put into
er to complete a complex application
                                                  solved by a dispute resolution process;        operation. However, because the com-
to prove the applicant is ready, willing,
                                                  and (3) for a Trademark Post-Delegation        parison is limited to only established and
and capable of operating a registry busi-
                                                  Dispute Resolution Policy (PDDRP)              concurrently-applied-for gTLD strings,
ness as the registry operator for the new
                                                  to which the registry operators of new         for a trademark holder to be “saved” by
gTLD; payment of fees in the neighbor-
                                                  gTLDs will be subject. These three             this mechanism, the trademark holder
hood of $185,000; and signing a contract
                                                  mechanisms are tools to prevent a regis-       would need to have already acquired or
with ICANN governing the operation of
                                                  try operator from acquiring a new gTLD         have concurrently applied for a gTLD
the gTLD, provided the applicant has
                                                  that infringes upon the trademark rights       consisting of its trademark. Further,
successfully survived the application
                                                  (or other rights) of another or otherwise      as the string review is limited to visual
process, including an objection period.
                                                  operating a gTLD in a manner that sys-         comparison, the string review mecha-
The application process is expected to
                                                  temically infringes or cybersquats upon        nism will likely do little to protect a
take several months from beginning to
                                                  another’s trademark rights.16 Trademark        trademark holder against a third party ap-
end.
                                                  holders would be well advised to be cog-       plying for a confusingly-similar sound-
    Surely, there are trademark holders
                                                  nizant of these mechanisms and to posi-        ing gTLD (e.g., .Costco compared with
who have the resources and willingness
                                                  tion themselves to utilize them to prevent     .KostKo). Nonetheless, the string review
to secure their trademarks as new gTLDs,
                                                  or combat trademark infringers and cy-         mechanism does mean that trademark
either to be able to utilize www.____.
                                                  bersquatters.                                  holders that do take the time and incur
[trademark] as their own or to simply pre-
                                                                                                 the expense to acquire gTLDs for their
vent a third party or competitor from ac-         Initial Evaluation
                                                                                                 trademarks will have this one quick and
quiring that gTLD.13 However, given the           of New gTLD Application
                                                                                                 free shot at stopping third parties from
complexity and expense of the applica-            by ICANN
                                                                                                 acquiring gTLDs that are confusingly
tion process and the ongoing, contractual              The first RPM that will come into
                                                                                                 similar in appearance to the trademark
commitments accompanying the acqui-               play as part of the New gTLD Program is
                                                                                                 holder’s marks.
sition of a new gTLD, many trademark              the string review during the Initial Evalu-
holders will find it unfeasible to acquire         ation stage of the application consider-       Formal Objection and Dispute
new gTLDs for their trademarks. These             ation process. After applications for new      Resolution Process
trademark holders need to be aware of             gTLDs are received and the application             After the Initial Evaluation stage in
the rights protection mechanisms that             period closes, an Initial Evaluation stage     the application review process, ICANN
the New gTLD Program is expected to               begins during which ICANN will, among          will post, on its website, a list of com-
provide as means for preventing or com-           other things, evaluate whether each of the     plete applications for gTLDs being con-
bating cybersquatting and trademark in-           applied-for gTLD strings is so similar to      sidered. This list, once posted, will be
fringement.                                       other already-established gTLDs or ap-         publicly available and its posting will
    The rights protection mechanisms              plied-for gTLDs that it would cause con-       initiate an Objection Filing / Dispute
(RPMs14) that the New gTLD Program is             fusion.17 String confusion will be found       Resolution period. During this period
expected to provide are aimed at further-         where an applied-for gTLD string “so           formal objections may be filed, but are
ing certain principles of the program, in-        nearly resembles another visually that it      limited to only four grounds: (1) string
cluding that “[s]trings [i.e., the sequence       is likely to deceive or cause confusion.”18    confusion, (2) legal rights, (3) morality
of characters that make up a gTLD]                It would have to be probable, not merely       and public order, and (4) community ob-
must not be confusingly similar to an             possible, “that confusion will arise in the    jections.20 Of these, trademark holders
existing top-level domain . . .” and that         mind of the average, reasonable Internet       will be most interested in the first and
“strings must not infringe the existing           user.”19                                       second grounds.
legal rights of others that are recognized             Because this string review is initiated       In filing a formal objection on the
or enforceable under generally accepted           and conducted by ICANN at the start of         grounds of string confusion, the objector
and internationally recognized principles         the application review process, without        alleges that the applied-for gTLD string
of law.”15 To carry out these principles,         prompting, and at no extra cost to either      is confusingly similar to either an exist-
the New gTLD Program is expected to               the applicant or a third-party, it essen-      ing TLD or to a concurrently-applied-for
provide (1) that ICANN will engage in             tially provides the quickest mechanism         gTLD (i.e., an applied-for gTLD being

26   The Advocate • February 2010
considered in the same round of appli-
cations as the objected-to gTLD).21 To
have standing to bring such a formal
objection, the objector must be an exist-          Thus, trademark holders will need to be on their toes
ing TLD registry operator or concurrent          to take advantage of the formal objection and dispute
gTLD applicant.22 Unlike the string re-
view during the Initial Evaluation, how-
                                                                resolution mechanism.
ever, the consideration of whether there
is string confusion sufficient to prevent
the grant of the new gTLD will take into
consideration more than just visual simi-
larity. Accordingly, this mechanism will     gTLD would create a likelihood of con-        Resolution Policy.”30 As part of the PD-
be available to those trademark holders      fusion with the objector’s mark as to the     DRP, trademark holders will be able to
who have acquired or who are seeking to      source, sponsorship, affiliation, or en-       take action against a gTLD registry oper-
acquire a gTLD of their trademark and        dorsement of the gTLD.                        ator that has operated in bad faith, “with
who want to prevent a third party from           With either the string confusion or le-   the intent to profit from the systemic reg-
registering a confusingly-similar gTLD       gal rights objections, the formal objection   istration of infringing domain names (or
string where the similarity is due to more   and dispute resolution process should be      systemic cybersquatting) or who have
than obvious visual similarity.              a useful tool for trademark holders due to    otherwise set out to use the gTLD for an
    A formal objection on the grounds of     its many benefits. First, the process is de-   improper purpose.”31 The PDDRP will
a legal rights objection amounts to a con-   signed to be rather quick, just a matter of   not apply to a gTLD registry operator
tention that the applied-for gTLD string     weeks.27 Second, all filings, including the    who just happens to have infringing do-
would infringe the objector’s existing       response from the gTLD applicant, are to      main names registered in its gTLD.
legal rights.23 To have standing to file a    be in English and the response is to pro-         The PDDRP mechanism may be used
legal rights objection, the objector must    vide the applicant’s contact information.28   to combat trademark infringement or cy-
be a rightsholder, and the objector must     This can be quite helpful when dealing        bersquatting at either the top level or the
provide documentation of the source and      with a potential cybersquatter or trade-      second level. Infringement at the top lev-
existence of the legal rights at issue.24    mark infringer in a foreign jurisdiction.     el would be an infringement due to the
Notably, these objections can be based       Third, because it takes place before the      gTLD (the top-level domain) itself (e.g.,
on either a registered or unregistered       gTLD is awarded, it should allow trade-       www.domain.infringingstring),        while
trademark.25                                 mark holders to prevent cybersquatting        infringement at the second level would
        During evaluation of a legal         and trademark infringement before any         be an infringement due to a domain
   rights objection, the appropriate         damage is done. Fourth, though the cost       registered within the gTLD, but not the
   dispute resolution service provider       for the associated dispute resolution pro-    gTLD itself (e.g., www.infringingstring.
   panel will determine whether . . .        cess will likely be in the range of several   gtld). With a top-level infringement, the
                                             thousand dollars (likely between $3,000       alleged infringer is the registry operator;
  the potential use of the applied-for       and $56,000 for most objections29), the       with a second-level infringement, the al-
  gTLD by the applicant takes unfair         cost is still significantly-lower than ap-     leged infringer is a domain registrant, not
  advantage of the distinctive charac-       plying for and operating a new gTLD.          the registry operator. As such, the PD-
  ter or the reputation of the objector’s    However, the window during which for-         DRP mechanism treats the two situations
  registered or unregistered trademark       mal objections can be filed will probably      differently.
  or service mark . . . , or unjustifiably    be rather narrow, perhaps as little as two        To succeed with a PDDRP complaint
  impairs the distinctive character or       weeks between the posting of the Initial      regarding a top-level infringement, the
  reputation of the objector’s mark, or      Evaluation results and the close of the       trademark holder (i.e., the complainant)
  otherwise creates an impermissible         objection filing period. Thus, trademark       will likely need to prove by clear and
  likelihood of confusion between the        holders will need to be on their toes to      convincing evidence . . .
  applied-for gTLD and the object’s          take advantage of the formal objection
  mark . . . 26                                                                              that the registry operator’s affir-
                                             and dispute resolution mechanism.
                                                                                             mative conduct in its operation or
    This determination will take into        Trademark Post-Delegation Dis-                  use of its gTLD, that is identical
consideration, among other things, the       pute Resolution Policy (PDDRP)                  or confusingly similar to the com-
similarity of the applied-for gTLD to the        The PDDRP mechanism is to be                plainant’s mark, causes or materi-
objector’s trademark; whether the ob-        used to protect trademark rights against        ally contributes to the gTLD: (a)
jector’s acquisition and use of its trade-   an entity that has already successfully
mark has been bona fide; whether the                                                          taking unfair advantage of the dis-
                                             gone through the new gTLD application           tinctive character or the reputation
applied-for gTLD is recognized in the        process and been awarded the gTLD. At
relevant sector of the public as the ob-                                                     of the complainant’s mark, or (b)
                                             the conclusion of that process, the opera-      unjustifiably impairing the distinc-
jector’s mark, the applicant’s mark, or a    tor of the new gTLD will be required to
third-party’s mark; the applicant’s intent                                                   tive character or the reputation of
                                             enter into a contract with ICANN, with          the complainant’s mark, or (c) cre-
in applying for the gTLD; whether and        one of the terms being that the registry
to what extent the applicant has used or                                                     ating an impermissible likelihood
                                             operator is required “to comply with and        of confusion with the complainant’s
plans to use the gTLD in connection with     implement decisions made according to
a bona fide purpose; and whether the ap-                                                      mark.32
                                             the Trademark Post-Delegation Dispute
plicant’s intended use of the applied-for

                                                                                                        The Advocate • February 2010   27
Given the high burden of proof and
the requirement that the registry opera-
tor be operating in bad faith, trademark
holders will probably find it difficult to             Most trademark holders will likely find that the best
win on such PDDRP complaints. How-              and most practical option for guarding their trademarks in
ever, for trademark holders who missed
the narrow window of opportunity to as-
                                                the face of the New gTLD Program will be to monitor the
sert a formal legal rights objection during      application process and be ready to file any necessary
the application stage, the PDDRP mecha-        formal string confusion or legal rights objections within the
nism could be their best option.
    For success with a PDDRP complaint                          narrow objections period...
regarding a second-level infringement,
the trademark holder will likely be re-
quired to prove by clear and convincing
evidence
 (a) that there is a substantial ongoing      cured.36 In any regard, this mechanism       and .org to prevent cybersquatting and
 pattern or practice of specific bad faith     provides a good tool for trademark hold-     trademark infringement. Cyberspace is
 intent by the registry operator to profit     ers to combat ongoing cybersquatting or      changing and trademark holders’ tactics
 from the sale of trademark infringing        infringement by registry operators.          must change too.
 domain names; and (b) of the regis-
 try operator’s bad faith intent to profit     Conclusion                                   About the Author
 from the systematic registration of               The three RPMs described above are           Elizabeth Herbst Schierman is a
 domain names within the gTLD, that           the most likely to be available to help      registered patent attorney focusing on
 are identical or confusingly similar         trademark holders prevent or stop another    helping businesses and individuals se-
 to the complainant’s mark, which: (i)        from confusing customers with the new        cure and enforce their intellectual prop-
 takes unfair advantage of the distinc-       gTLD registrations. Even so, the surest      erty rights. Her practice includes patent
 tive character or the reputation of the      way for a trademark holder like Wal-         application preparation and prosecution,
 complainant’s mark, or (ii) unjustifi-        Mart, Cabelas, or Coca-Cola to prevent       copyright and trademark registration
 ably impairs the distinctive character       a third party from acquiring new gTLDs       procurement, and intellectual property
 or the reputation of the complainant’s       consisting of strings confusingly-similar    litigation, including domain name dis-
 mark, or (iii) creates an impermissible      to its trademark is to be the first to reg-   putes. Ms. Schierman holds degrees in
 likelihood of confusion with the com-        ister .walmart, .cabelas, or .cola, as the   chemical engineering and law from the
 plainant’s mark.33                           case may be. This will obviously prevent     University of Idaho and is the current
                                              someone else from sending mass emails        Chair of the ISB Intellectual Property
    As with the first-level infringement       to potential customers from www.cou-         Law Section.
situation, the burden of proof to succeed     pons.walmart or www.hunting.cabelas or
with a second-level infringement PDDRP                                                     Endnotes
                                              www.coca.cola and operating websites at      1
                                                                                              Cybersquatting, generally speaking, is the reg-
complaint is high. However, because the       those domains. However, registering the
complaint will necessarily be based on                                                     istration and use of a domain name with the bad
                                              gTLD before a third party can do so will     faith intent to profit from the goodwill of another’s
the registry operator’s actions during        be a complicated and highly expensive        trademark. One example would be the registration
operation of the gTLD, it is not a com-       process, which will likely be impractical    and use of Wallmart.com (with two l’s) for a mer-
plaint that could practically be brought      for most trademark holders.                  chandise retail website, selling gods to those who
during the application stage through a             Most trademark holders will likely      are confused and think the site is associated with
formal objection. Thus, the second-level      find that the best and most practical op-     Wal-Mart Stores, Inc. (Wal-Mart has been smart
PDDRP complaint is likely a trademark         tion for guarding their trademarks in the    enough to register wallmart.com itself.)
holder’s best and only mechanism (un-         face of the New gTLD Program will be
                                                                                           2
                                                                                             Country-code top-level domains are limited to two
der the New gTLD Program) to combat           to monitor the application process and be
                                                                                           letters. See Root Zone Database, Internet Assigned
a systematic cybersquatting or trademark                                                   Numbers Authority, http://www.iana.org/domains/
                                              ready to file any necessary formal string     root/db/# (last visited Dec. 16, 2009).
infringing registry operator.                 confusion or legal rights objections with-   3
                                                                                             ICANN, Draft Applicant Guidebook, Version 3,
    With either the top level or second       in the narrow objections period, which       Preamble (Oct. 2, 2009), available at http://www.
level PDDRP situation, a complaint may        opens once ICANN posts the list of           icann.com/en/topics/new-gtlds/draft-rfp-clean-
be brought by any trademark holder,           applied-for gTLDs.37 Once that window        04oct09-en.pdf.
whether the trademark is registered or        has closed, however, the PDDRP is avail-     4
                                                                                             ICANN, New gTLDs – Frequently Asked Ques-
unregistered,34 and the process is meant      able for clear cases of cybersquatting or    tions (last revised Oct. 24, 2008), http://www.icann.
to be relatively quick, on the order of       trademark infringement due to bad faith      org/en/topics/new-gtlds/strategy-faq.htm.
weeks. Even so, success for the trade-        actions of the new gTLD registry opera-
                                                                                           5
                                                                                             Letter from Rod Beckstrom, CEO and President
mark holder will not result in a transfer     tor.
                                                                                           of ICANN, to All Prospective Applicants for New
of the infringing domain name.35 Instead,                                                  gTLDs 1, available at http://www.icann.com/en/
                                                   In any regard, the explosion of new     topics/new-gtlds/draft-rfp-clean-04oct09-en.pdf
remedies available range from monetary        TLD options is almost assuredly going        (last visited Dec. 6, 2009).
sanctions equaling the complainant’s fi-       to occur in 2010, and trademark hold-        6
                                                                                             Id.
nancial harm to suspension of the registry    ers should no longer rely solely upon        7
                                                                                             Id.; Draft Applicant Guidebook, note 2.
operator’s ability to accept new domain       registering www.[trademark].com, .net,       8
                                                                                             ICANN, In Focus, Applicant Guidebook, http://
name registrations until violations are

28   The Advocate • February 2010
www.icann.com/en/topics/new-gtlds/dag-en.htm
(last visited Dec. 16, 2009).
9
   New gTLDs – Frequently Asked Questions, note
3.                                                             In any regard, the explosion of new TLD options is
10
    Id. ASCII characters, generally speaking, are
those characters that would be found on the com-           almost assuredly going to occur in 2010, and trademark
puter keyboard used in Enlgish-speaking countries.       holders should no longer rely solely upon registering www.
They include the characters of the English alpha-
bet, punctuation, and other common symbols (e.g.          [trademark].com, .net, and .org to prevent cybersquatting
[${/ \}). They do not include frequently-used sym-                       and trademark infringement.
bols in non-English languages, such as those of the
Cyrillic alphabet, Chinese characters, and Japanese
kanji and hiragana.
11
   Id.
12
   See ICANN, .com Registry Agreement (Mar. 1,
2006), available at http://www.icann.org/en/tlds/                                                                26
                                                        Watch” and “Sunrise Period” services. These two             Id. at 3-14.
agreements/com/.                                                                                                 27
13                                                      mechanisms would be tools particularly aimed at             See id. at 3-9 (noting that responses to formal ob-
     Likewise, there will probably be trademark
                                                        preventing third parties from registering cybersquat-    jections are to be filed within thirty calendar days
holders who will invest in acquiring new gTLDs
                                                        ting or infringing second-level domains in gTLD          of receipt of a notice from the dispute resolution
of the generic names of their products or services,
                                                        registries. These mechanisms would be in addition        service provider that ICANN has published a list of
thereby preventing a competitor from doing so.
                                                        to the already-available Uniform Domain-Name             formal objections).
The thought of .cola or .soda comes to mind. Were                                                                28
                                                        Dispute-Resolution Policy (UDRP). At this time, it          Id. at 3-8–3-9.
the Coca-Cola Company to acquire these gTLDs,                                                                    29
                                                        appears that the New gTLD Program will encourage,           Id. at 1-32.
it could secure www.coca.cola and www.dietcoke.                                                                  30
                                                        but may not require, that gTLD registry operators           Id. at 5-10.
soda while likely preventing www.pepsi.cola from                                                                 31
                                                        utilize the URS proceeding and Trademark Clear-              ICANN, Proposed Trademark Post-Delegation
coming into existence.
14                                                      inghouse mechanisms if and when such mechanisms          Dispute Resolution Procedure (Trademark PDDRP)
   As of the writing of this article, the rights pro-
                                                        are put into place.                                      (Oct. 4, 2009), available at http://www.icann.org/en/
tection mechanisms (RPMs) of the New gTLD               17
                                                           Draft Applicant Guidebook, note 2 at 2-2.             topics/new-gtlds/draft-trademark-pddrp-04oct09-
Program have not yet been finalized, so only the         18
                                                           Id. at 2-5.                                           en.pdf.
mechanisms seeming to have the best chance of ap-                                                                32
                                                        19
                                                           Id. Further, “[m]ere association, in the sense that      Id.
proval and finalization will be discussed. As used in                                                             33
                                                        the string brings another string to mind, is insuffi-        Id.
this article, RPMs refer to any mechanism, policy,                                                               34
                                                        cient to find a likelihood of confusion.” Id.                Id.
or procedure within the New gTLD Program that is                                                                 35
                                                        20
                                                           Id. at 3-1–3-2.                                          Id. (explaining that because only the registry oper-
designed to protect the rights of trademark holders.    21
                                                           Id. at 3-1. Importantly, formal objections grounded   ator, and not the registrant or registrar of the infring-
The final New gTLD Program may define RPMs
                                                        on string confusion must be filed with the Interna-       ing domain name, is a party to the dispute resolution
more narrowly.
15                                                      tional Centre for Dispute Resolution, the institution    proceeding, transfer of the domain name should not
    ICANN, Generic Names Supporting Organiza-
                                                        that has been authorized to act as the dispute resolu-   be available because transfer of the domain would
tion, Final Report – Introduction of New Generic
                                                        tion service provider for this category of objections.   affect non-parties).
Top-Level Domains (Aug. 8, 2007), available at                                                                   36
                                                        Id. at 3-4.                                                 Id.
http://gnso.icann.org/issues/new-gtlds/pdp-dec05-                                                                37
                                                        22
                                                           Id. at 3-2.                                              Though this option is available to holders of regis-
fr-parta-08aug07.htm.
16
                                                        23
                                                           Id. at 3-1. Formal legal rights objections must be    tered as well as unregistered trademarks, trademark
    There has also been a great deal of discussion
                                                        filed with the Arbitration and Mediation Center of        holders of registered marks will likely find it easier
about two other rights protection mechanisms:
                                                        the World Intellectual Property Organization. Id. at     to succeed on a formal objection, and so holders of
a Uniform Rapid Suspension (URS) proceeding
                                                        3-4.                                                     unregistered marks would be well advised to formal-
to provide an expedited procedure for address-          24
                                                           Id. at 3-3.                                           ly register their trademarks.
ing clear cases of trademark infringement and a         25
Trademark Clearinghouse to facilitate “Trademark           Id.

                                                                                                                                   The Advocate • February 2010        29
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