Domain name rule change paves way for brand names

Companies will be able to turn their brands into web addresses after the strict rules on so-called “top-level” domain names, such as .com or .uk were relaxed by the internet regulator. Members of the Internet Corporation for Assigned Names and Numbers (ICANN) yesterday (June 26) voted unanimously for the changes.

A second proposal to introduce domain names written in scripts such as Asian and Arabic was also approved. The rules also mean that individuals will be able to register a domain based on their own name as long as they can show a “business plan and technical capacity”.

ICANN member Peter Dengate Thrush says the decision is of “historic importance”. The regulator has been working towards relaxing the rules for nearly six years, with the new system due to be introduced next year.

At the moment top-level domains are limited to countries, such as .uk (UK), as well as to commerce (.com) or institutional organisations, such as .net or .org.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here