The Internet Corporation for Assigned Names and Numbers' rollout of 1,400 new top-level domains could cause headaches for brands hoping to protect their intellectual property online, experts say. Defensively registering brand-related URLs will no longer be practical given the impending 6,300% increase in website domains, so brands will have to use legal and regulatory means to shut down offenders on a case-by-case basis. "We're hostage to the situation," says Bob Liodice, CEO of the Association of National Advertisers. "If this thing goes bananas, we'll all be in tough shape, and it will be hard to unravel."
Top-level domains could "go bananas," advertisers warn