Plans for generic top level domain names have again come under attack from the advertising industry.

Last month, the Association of National Advertisers and Interactive Advertising Bureau criticized the Internet Corporation for Assigned Names and Numbers (ICANN) for introducing customized domain name extensions.

From January, businesses and other organizations will be able to register their own personalized domain name endings, subject to a $185,000 application fee.

But the Direct Marketing Association has argued that generic top level domain names offer few benefits to businesses.

Chris Combemale, executive director of the body, said the creation of new internet real estate “will come at a cost to businesses that could outweigh any potential benefits.”

“Creating a tranche of new internet domain names will be extremely costly to businesses,” he claimed.

“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.”

He said that businesses are already hard pressed to find cost savings and there is no justification for adding another cost burden that will not reap commercial benefits.

Another marketing body attacks ICANN generic top level domains
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