Domain blocking itself is a very simple concept. Theoretically, registrants can achieve a similar result by manually registering all domain names that contain a particular trademark or variations of the trademark in different gTLDs (so-called “passive registration”). However, there are services now available that take over this process. The blocking of a domain differs from the registration of a domain to the extent that the blocked name of a trademark as well as different variations in spelling are excluded from registration. This prevents third parties from registering the domain. The trademark is protected from fraudulent use.
Anyone with a brand name, trademark or a certain level of recognition should understand domain blocking as an essential part of their online strategy. The better known a brand is and the more valuable it is, the more likely it is to be attacked. This makes it all the more important to protect it.
Protecting a brand is not just about fending off threats: Control over one’s own name creates a high level of professionalism that increases customer trust and loyalty. By having a domain strategy that includes all relevant gTLDs while respecting homoglyphs and spelling variants of a brand, the integrity of your brand is reliably protected online.
.XXX Sunrise B Blocks (or SRBs for short) have so far prevented domain registrations matching trademarks under .XXX. They will expire on December 1, 2021. This could put trademark owners at risk of their domains being misused if expiring SRBs are not switched to AdultBlock or AdultBlock+.