The expansion of generic top level domains (gTLDs) continues at a frantic pace. With the release of new gTLDs, trademark owners must continuously assess their brand protection strategies vis-à-vis the acquisition of new domain names. One new gTLD—.SUCKS—is causing heartburn for many brand owners, especially smaller companies with limited resources.
The operator of the new .SUCKS gTLD, Vox Populi Registry, has maintained that “dotSucks is designed to help consumers find their voices and allow companies to find the value in criticism.” On its face, this appears to be a noble principle. However, the Internet has historically provided endless avenues through which consumers can voice their opinions on a wide variety of topics, from politics to product reviews. Many voice their opinions anonymously or by using “usernames” and false contact information. To suggest that the .SUCKS gTLD is necessary to fill a void in this realm ignores the existence of social media giants Twitter and Facebook, as well as message boards and product review sites, among a variety of other social media outlets.
