Brand Safety Alliance releases its 2025 Annual Domain Protection Report

The report opens with insights from Brian Beckham, Head of Internet Dispute Resolution at WIPO. Brian highlighted the significant impact of the COVID-19 pandemic on cybersquatting cases. For those not familiar with the term, cybersquatting is the practice of registering a domain name relating to a third party’s trademark, with the intent of selling it back to them for profit, or using it to deceive customers.

 

The increase in the use of online tools during the pandemic led to a surge in malicious online activities and domain name disputes . The availability of AI tools has also facilitated the creation of convincing fraudulent websites.

 

Beckham notes that cybercriminals have become increasingly sophisticated, and emphasized the need for proactive measures to combat the practice. He advocates for proactive domain blocking and the deployment of algorithms to detect potential abuses.

Several leaders in the domain management and brand protection industry provided their insights on the evolving landscape of brand protection.

 

Bonnie Wittenburg from Markmonitor highlighted the increasing complexity of brand protection, emphasizing the importance of developing a robust strategy. Stuart Fuller from Com Laude discussed the emergence of Web3.0 domain name extensions and the threat of AI. He stressed the need for tools that can protect brands in this new space, such as GlobalBlock - a domain blocking service designed to prevent cybersquatting and other forms of domain name abuse. Phil Lodico from GoDaddy pointed out that the industry has largely been reactive to cyber threats, highlighting the importance of a proactive approach.

Brian King echoed the importance of taking a proactive approach to brand protection. Brian is VP of Client Relations at RWS and a practicing attorney with decades of experience in brand protection, trademark and patent services.

 

In the report, Brian observes that consumers have ever-increasing demands to engage with brands in their own languages. What’s more, they expect messaging to be culturally sensitive and relevant.

 

“The internet and related technologies make globalization much more possible, and simultaneously I’ve seen increased need for localization,” Brian said. “Brands that have been able to do this have not only enjoyed greater revenue and overall success, but avoided the significant costs related to failed product launches and new market exploration.”

 

Brian believes it is crucial to anticipate the future needs of customers and the demands of the market.

 

“Companies should think about localization proactively, whether that’s website content or even internal materials, because it saves a ton of time and money after the fact.”

 

Finally, Brian pointed out that some brands have a tendency to see domain registration as secondary to trademark registration, which can lead to problems down the line.

 

“Every corporate registrar has a nightmare story about a client who waited until the last minute to register their domains…after naming a product or having a press release.” To counter this, Brian says, corporate registrars must continuously educate their clients on industry developments and new tools.

 

The full report is available to download on GlobalBlock’s website.

 

Do you have a proactive localization strategy? RWS can help you to ensure your brand is globally protected and understood. Find out more about RWS’s IP translation services here.