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Life insurance company kills dot-brand

Kevin Murphy, December 20, 2023, 14:07:36 (UTC), Domain Registries

An American life insurance company’s gTLD has become the 25th dot-brand to be abandoned in 2023.

The Guardian Life Insurance Company of America has asked ICANN to cancel its contract to run .guardian, which it has barely used.

The company had been running a newsletter at but interest in that seems to have dried up around 2020. No other .guardian domains had been registered.

It had been in a bit of a scuffle with UK newspaper publisher Guardian News and Media, which also applied for .guardian, during the application process.

The publisher settled for .theguardian instead, but abandoned that post-delegation in 2016, after selling sister newspaper brand .observer to Identity Digital.

Assuming the termination is not withdrawn, it will leave ICANN with 375 contracted dot-brands, from its initial total of 494.

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Comments (1)

  1. Matthias Pfeifer says:

    ICANN should engage in workshops for brands and teach them that there are much better ways to waste their money.

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