As domain names function more and more as brands, the question becomes how to efficiently harmonize DNS procedure with brand protection. The Addition of Generic Top Level Domains Second level domain names can contain up to 22 alphanumeric characters. It is not productive to discuss the addition of gTLDs in the abstract. If customers cannot trust the integrity of goods purchased over the Internet, they will stop purchasing goods over the Internet. Anonymity may be of value in an Internet chat room but not in e-commerce.
Accountability starts with identity.
Under the present DNS, a domain name can be obtained and immediately utilized without verification of identifying information. This is not a trademark-specific issue. Like any other field where disputes arise, there is a need for quick inexpensive alternatives to litigation. The disputants and the consumers benefit. INTA does not advocate a dispute resolution system where the registered trademark owner always wins against the domain name owner, nor does it endorse all the actions of owners of registered trademarks who have utilized Network Solution Inc.'s dispute policy.