Protecting a brand across new domain extensions takes several coordinated steps—not registering every variation. Record eligible trademarks with the Trademark Clearinghouse (TMCH), track relevant launch dates, decide selectively whether to apply during Sunrise, and monitor for registrations that may warrant action. None of these steps guarantees that a matching domain will be blocked or that every use of your mark is unlawful.
What the Trademark Clearinghouse does—and does not do
The TMCH is a centralized repository of verified trademark data used to support Sunrise and Trademark Claims services in new generic top-level domains (new gTLDs). A record can make a trademark eligible for those services across participating launches, but it does not reserve or award every matching domain name. ICANN’s overview of brand and trademark protections and its TMCH information for rights holders explain the distinction.
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Think of recordation as an input to specific rights-protection mechanisms, not a blanket shield. A matching domain name is not automatically infringing; the mark, the registrant’s conduct, and the surrounding facts matter.
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Start with the marks that matter to the business and the information needed to verify them. The TMCH process asks for trademark and holder information. To use a record for Sunrise participation, the holder must also provide proof of use, as described in ICANN’s Trademark Clearinghouse FAQs.
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- Inventory relevant marks, their owners, jurisdictions, classes, and current status.
- Gather evidence of use for any mark you may want to use for Sunrise eligibility.
- Identify who is authorized to submit records, review notices, and make registration or enforcement decisions.
- Check the matching labels associated with each TMCH record. ICANN uses defined matching rules; additional labels may involve extra fees, and a record does not automatically reserve all similar names.
Recordation and related services have costs, but ICANN’s cited materials do not establish one universal holder-side price. Confirm current fees and terms for your record, service arrangement, and intended launch before committing.
Track launch calendars and Sunrise dates
New gTLDs can have different launch schedules and registry policies. Use ICANN’s Program Status information to identify relevant launches, then check the individual registry’s startup rules and dates. For each extension that matters, record the Sunrise opening and closing dates and any application or allocation requirements.
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What a Sunrise period offers
Sunrise is an advance opportunity for eligible trademark holders to request corresponding domain names before general availability. ICANN’s overview, updated 26 February 2026, states that every new gTLD must offer a Sunrise period of at least 30 days. That is a minimum program requirement, not a guarantee that a particular application will succeed. The registry’s allocation policy determines how names are assigned when multiple parties apply, and applicants must meet the relevant process and eligibility rules.
Choose registrations selectively
For each potential name, weigh its business value, likelihood of misuse, application and renewal costs, and the registry’s rules. A valuable customer-facing name or a predictable impersonation risk may justify an application; a low-value variation may not. Broad defensive registration across every extension is not automatically necessary or economical.
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Use Trademark Claims as an alert, not a block
Trademark Claims operates when general registration opens. ICANN’s 26 February 2026 overview says the service must run for at least the first 90 days of general registration. A prospective registrant seeking a matching name receives a notice; if the registration proceeds, a rights holder with a matching TMCH record is notified.
The notice informs the registrant and alerts the rights holder—it does not itself prevent registration or decide whether the use infringes a trademark. Set up a process to route incoming notices to someone who can assess the name and respond appropriately. ICANN’s overview also describes post-registration notices and indefinitely available TMCH notifications in its FAQ; check which notification service is active and what it covers rather than assuming every alert continues indefinitely.
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Monitor registrations beyond the initial launch
Claims is time-limited, so it is not a complete monitoring plan. Continue reviewing relevant registrations after the initial period, especially for names that could plausibly impersonate the brand, mislead customers, or exploit a known mark. ICANN describes domain-name monitoring, enforcement, and takedown support as available brand-protection service categories; whether to use such support depends on the organization’s coverage needs and response capacity.
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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsWhen a concerning registration appears, preserve the relevant evidence before taking action: the domain, observed content or behavior, dates, and any communications. Assess whether the use actually conflicts with the mark and what outcome is needed. A matching string alone does not establish infringement.
Choose a dispute route based on the conduct and desired remedy
These mechanisms address different situations. The best route depends on the evidence, the party whose conduct is at issue, applicable rules, and the remedy sought. ICANN’s Rights Protection Mechanisms and Dispute Resolution Procedures page and its glossary describe the mechanisms.
| Mechanism | What it addresses | Key distinction |
|---|---|---|
| URS (Uniform Rapid Suspension) | Clear-cut cases involving a domain registration. | A successful complaint can suspend the name. It is intended for cases that fit the procedure, not as a universal substitute for other remedies. |
| UDRP (Uniform Domain Name Dispute Resolution Policy) | Certain abusive domain registrations, through an administrative process initiated by a rights holder with an approved provider. | Whether it fits depends on the facts and evidence; outcomes and available remedies are governed by the applicable procedure. |
| PDDRP (Post-Delegation Dispute Resolution Procedure) | Qualifying complaints about a new gTLD registry operator’s conduct. | It concerns registry conduct, not simply an individual registration that appears to use a mark. |
For a domain that may be infringing, distinguish a complaint about the registrant’s conduct from one about the registry operator. Consider whether suspension is the objective and whether the case is sufficiently clear-cut for URS, or whether UDRP is the relevant administrative path. A registry-conduct concern is a different question and may implicate PDDRP. Because eligibility, evidence, and remedies are case-specific, consult qualified counsel or the relevant dispute provider before filing.
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