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Direct marketers join anti-gTLD bandwagon

Kevin Murphy, August 26, 2011, Domain Policy

The UK Direct Marketing Association has added its voice to the collection of advertising trade groups that oppose ICANN’s new generic top-level domains program.

DMA executive director Chris Combemale said in a statement:

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.

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.

The organization said it plans to formally ask ICANN to withdraw or revise the program.

The Association of National Advertisers, the Interactive Advertising Bureau and the American Association of Advertising Agencies have already made similar calls.

The DMA UK has over 800 members, according to its web site.