ICANN is in an advanced phase of implementing the new round of the New gTLD Program (Next Round).

ICANN is in an advanced phase of implementing the new round of the New gTLD Program (Next Round), with an expected opening of the application period between 2026 and 2027, depending on the consolidation of the regulatory schedule.

Context
gTLDs consist of domain extensions delegated by ICANN through a structured process, involving technical, legal, and financial analysis, as well as ongoing operational obligations (registry).
The previous round took place in 2012, with a limited number of delegations and a high degree of competition for strategic terms.

2. Practical Relevance
The new round significantly expands the naming space in the DNS, enabling:

• Structuring domains under proprietary extensions (“.brand”): The company can have its own “site ending” (e.g., .brand), creating exclusive addresses like product.brand or login.brand.

• Creation of controlled and authenticated digital environments: All sites with this extension will be operated by the company itself, increasing security and facilitating the identification of official channels.

• Strengthening brand protection strategies and combating online abuses: Reduces the risk of third parties creating similar sites to deceive users, protecting the brand against fraud and misuse.

3. Legal and Regulatory Risks
Conflicts with third parties
Possibility of requests from third parties for strings identical or similar to trademarks, business names, or relevant distinctive assets, requiring action in formal objection mechanisms (string confusion, legal rights objection, among others).

Competitive asymmetry
Agents that obtain relevant gTLDs can consolidate reputational and operational advantages, including impacts on digital channels and user trust.

Costs and entry barriers
In addition to the application fee (USD 185,000 in the previous round), there are requirements for technical infrastructure (registry backend), compliance policies, and ongoing governance.

4. Strategic Opportunities
Consolidation of proprietary digital ecosystems (e.g., channel authentication, closed environments): Possibility of structuring digital environments under the company’s direct control, where all domains linked to its own extension are, by definition, authentic, reducing reliance on third parties and increasing the reliability of official channels (e.g., websites, campaigns, institutional communications).
Reduction of risks associated with cybersquatting and digital fraud: Mitigation of abusive registrations by third parties (e.g., similar or misleading domains), as well as decreased exposure to practices like phishing, as the company gains full control over its domain extension.
Potential use as a strategic intangible asset, including in global branding contexts: The extension can be leveraged as an element of brand positioning and competitive differentiation, with its own economic value, integrating international expansion strategies, digital marketing, and intellectual property asset management.

Recommended Measures

• Audit of trademark and domain name portfolio: Structured review of registered and in-use trademarks, as well as currently held domain names, to identify protection gaps, overlaps, and unexplored strategic assets in the digital environment.

• Identification of priority strings (institutional, commercial, and defensive): Definition of terms that may justify an own application (e.g., company name, key trademarks, relevant products), as well as those that should be monitored or defensively protected to prevent appropriation by third parties.

• Assessment of legal and economic viability for application: Integrated analysis of program requirements (including eligibility, objection risks, and potential conflicts with third parties), combined with cost evaluation, necessary operational structure, and alignment with business strategy.

• Monitoring of third parties and preparation for potential objection procedures: Tracking of market initiatives and potential conflicting applications, with prior structuring of evidentiary and legal strategy for action in formal objection procedures, if necessary.

Final Considerations
The new round has an exceptional and non-recurring nature, with direct impact on the architecture of digital presence, protection of intangible assets, and governance of online channels.

In practice, beyond representing a strategic branding opportunity, obtaining an own gTLD (“yourdomain.brand”) allows structuring a more secure digital environment, where all addresses linked to that extension are necessarily controlled by the company. This model acts as an additional layer of security and authentication, significantly reducing fraud risks such as phishing, spoofing, and creation of misleading domains by third parties.

From a digital governance and compliance perspective, the gTLD can be integrated into internal policies for digital identity management, access control, and official communication, reinforcing channel reliability and user/customer data protection.

On the other hand, lack of planning can lead not only to exposure to competitive risks, such as appropriation of relevant terms by third parties, but also greater vulnerability to digital fraud and the need for reactive action in conflict scenarios, which are generally more costly, complex, and less predictable in outcome.

In this context, a prior analysis enables evaluation not only of branding potential but also the role of the gTLD as a tool for mitigating digital risks and strengthening the brand’s trust infrastructure.

We remain available to clarify any doubts and support strategic evaluation, considering the sector of operation and the specifics of each company’s portfolio.

Prepared by: Dr. Leandro Bissoli, Partner at Peck Advogados and Dra. Mariana Figueiredo, Digital Litigation Attorney.

AUTHOR

• Mariana Figueiredo
• Leandro Bissoli