Brands Brace for Deluge of New Domains in April

P&G, Coca-Cola, Microsoft and dozens more call for a pre-emptive strike

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The launch of hundreds of new top-level domains, such as dot-app, dot-music, even dot-sucks, is only two months away, and skittish advertisers are bracing for a return to the Web’s Wild West days.

“It’s going to be a bigger budget item for brand owners,” warned Joanne Ludovici, a partner at McDermott Will & Emery, a Washington, D.C.-based law firm that represents brands and domain name registries. “It will be expensive and chaotic.”

To protect trademarks from squatters and phishers, the International Corporation for Assigned Names and Numbers has a trademark clearinghouse and a rapid suspension system.

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