Following criticisms from two American advertising associations of the ICANN proposal for new generic Top Level Domains, two more advertising groups, one on each side of the Atlantic, have come out voicing their criticisms. In the US, three groups – the Association of National Advertisers (ANA), Interactive Advertising Bureau (IAB), and most recently the American Association of Advertising Agencies(4A) – have come out strongly against the plan. And in the UK the Direct Marketing Association has added its voice the chorus. However it would appear they have left it too late. Chris Combemale, executive director of the DMA UK, said that “the creation of new internet real estate will come at a cost to businesses that could outweigh any potential benefits.” “Creating a tranche of new internet domain names will be extremely costly to businesses. As well as the associated costs of registering new domain names and spending money to attract customers to multiple domains, businesses face the legal and financial headache of having to contend with cybersquatters grabbing specific domains. “Customised domain names won’t offer brands any enhanced marketing possibilities because consumers can easily search for specific information with the current domain name system.” Combemale adds: “Companies are already hard pressed to find cost savings in these tough trading times; adding a further financial burden that won’t reap any commercial benefits cannot be justified.” DMA UK say they will respond formerly to ICANN with a request to revise or withdraw its new rules. Meanwhile back in the US, 4A complained about the new gTLD plans saying that “if adopted [new gTLDs] would allow applicants to claim virtually any word, generic or branded as a domain name, resulting in confusion of brand identity and dilution of brand history and value.” “We are very disappointed in the position taken by ICANN concerning the assignment and sale of new domain names,” said 4A’s President and CEO Nancy Hill. “These changes would cost brand owners billions of dollars, severely, if not irreparably, diluting the value of trusted and respected brand names, as well as abrogate the good work 4A’s members have done on behalf of their clients.” “All marketers share the goal of a stable global marketplace, served by an Internet system that consumers can rely on to accurately reflect the quality and history of a product or service. ICANN’s actions would remove that trust and place consumers at a significant disadvantage in making marketplace choices and decisions.” The complaints by the advertisers have been aired many times and dealt with by ICANN. ICANN has been consulting with intellectual property groups, people involved in domain names including potential applicants, lawyers and anyone else who is interested for over five years, yet the American, and now British, advertising groups have seemingly only just realised the significance of the changes. Not only that, as Rod Beckstrom, ICANN’s CEO and President, pointed out in a letter to the ANA in 2008 the ANA had complained to ICANN about new gTLDs, something seemingly overlooked by the ANA in their complaints. With ICANN board having approved the applicant guidebook at its Singapore meeting in June, and having announced a three month application window commencing 12 January, it would appear that advertising associations on both sides of the Atlantic have been asleep at the wheel.
