New gTLD program: 2026 round brand protection opportunities and challenges
In the Internet Corporation for Assigned Names and Numbers’ (ICANN’s) latest initiative to expand the Domain Name System (DNS), eligible legal entities will be able to apply for new generic top level domains (gTLDs), including “.brand” extensions.
In 2012 there was a program run by ICANN where more than 1,200 new gTLDs were created, including geographic TLDs (such as “.london”), community TLDs (such as “.scot”), brand extensions (such as “.google”) and generic TLDs not linked with a specific brand, geographical location or community.
The 2026 application window (open between 30 April 2026 and 12 August 2026) is an opportunity for organisations to apply for new custom domain name extensions across a range of languages and scripts. The application process is relatively expensive and complex, and ICANN intends for the list of applied for gTLDs to be published later in 2026.
For rightsholders, a notable category of gTLDs remains “.brand” extensions, where organisations can apply for new domain name suffixes which match their brand name and then operate controlled namespaces. For organisations intending to apply for a “.brand” gTLD in this year’s round, it is important to engage with the Trademark Clearinghouse (the TMCH) to validate the associated trade mark.
If multiple rightsholders apply for the same “.brand” extension, there will be an opportunity to change the applied-for gTLD string and/or ICANN will facilitate a resolution. It will also be possible for groups with standing to submit feedback about specific applications. In particular, brand owners may wish to object to new gTLD applications, for example, on the grounds that the applied for string is confusingly similar to their trade mark or an existing TLD.
Therefore, even for rightsholders not intending to apply for a new gTLD, it will be prudent to monitor the published gTLD list and/or ensure that brand protection and monitoring strategies are in place. Rightsholders can also proactively register their key trade marks with the TMCH to be notified of domain names which match their recorded trade mark.
If you have any questions or would like further information, please contact our trade mark team.
Useful link
New gTLD program, 2026 round: dycip.com/gtld-program-2026
Related articles
Generic top level domains (gTLDs), new challenges, 01 November 2011: dycip.com/gtld-2011-challenges
Generic top-level-domain rollout, 14 March 2014: dycip.com/gtld-2014-rollout
