A unified solution to cybersquatting? Analysing the GlobalBlock domain protection service

In the labyrinthine world of intellectual property protection, the plight of trademark owners is well documented and universally lamented. Guarding these precious assets from misuse and infringement is often an exercise in perpetual frustration, a financial drain that might otherwise be directed towards more lucrative pursuits.

Amid this bleak landscape, a new figure emerges on the horizon, casting hope and doubt in equal measure. Enter: GlobalBlock, accompanied by its more robust counterpart, GlobalBlock+. This service heralds a sophisticated and unified approach to domain protection, promising to shield trademarks from the myriad threats lurking in the digital undergrowth.

This article explores the intricacies of GlobalBlock, endeavouring to discern its strengths and weaknesses. It will be pitted against other notable contenders, such as the Domains Protected Marks List (DPML) and AdultBlock, while also pondering the broader implications and potential hurdles inherent in adopting such solutions.

Is GlobalBlock the valiant ally we have long awaited, or merely another pretender in an already crowded field? Let us delve into this pressing question and unearth the truths that lie beneath the surface.

This domain protection service, launched by the Brand Safety Alliance, aims to provide comprehensive protection by blocking trademark-infringing domains across a wide array of top-level domains (TLDs). With support from industry leaders, GlobalBlock offers a robust defence against the unauthorised use of brand names across various TLDs.

For large enterprises with substantial digital footprints, GlobalBlock provides relief from the battle against cybersquatters. No longer need they play an exhausting game of ‘whack-a-mole’; GlobalBlock leaps into action, blocking unauthorised registration attempts.

The Brand Safety Alliance, the force behind this service, includes GoDaddy Registry and Identity Digital. These entities have partnered with generic TLD (gTLD) and country code TLD operators to create solutions that help businesses to protect their online identities.

Recently, the alliance welcomed Unstoppable Domains, a company specialising in blockchain-based domains. As digital spaces expand into Web3, GlobalBlock extends its protection to blockchain domains minted as NFTs on networks such as Ethereum and Polygon. This integration enhances GlobalBlock's coverage, including domains such as .crypto, .nft, and .blockchain.

While the standard GlobalBlock service provides robust protection, GlobalBlock+ introduces additional features aimed at countering more sophisticated threats.

GlobalBlock+ extends its shield beyond exact trademark matches, covering typographical errors and visually similar variations that may be exploited.

A key feature is its ability to block homoglyphs – characters that look similar but belong to different scripts.

Additionally, GlobalBlock+ offers Priority AutoCatch, ensuring that previously registered domains, when available again, are automatically re-blocked at no extra cost.

For trademark proprietors, the adoption of GlobalBlock and its enhanced variant presents a host of compelling advantages. Chief among these is cost efficiency. By choosing to block domains rather than engaging in the laborious task of registering each one individually, companies can realise significant financial savings. The traditional defensive registration strategy, which demands the securing and upkeep of numerous domain variations, is not only a Herculean task but also incurs substantial recurring costs. GlobalBlock and GlobalBlock+ consolidate these efforts into a singular, more streamlined process.

Time efficiency is yet another benefit. Traditionally, managing a sprawling portfolio of domain names requires considerable administrative exertion, involving endless monitoring, renewals, and updates. GlobalBlock simplifies this process with a unified blocking service, thus relieving companies of administrative burdens and freeing up resources for more strategic pursuits.

While GlobalBlock and GlobalBlock+ hold a plethora of benefits for safeguarding trademarks in the digital arena, one must not overlook the accompanying challenges and limitations.

Firstly, the initial cost of subscribing to these services can present a formidable barrier, especially for smaller enterprises. The all-encompassing nature of GlobalBlock and its enhanced variant entails a financial commitment that may not be within reach for every business, making it a privilege for the happy few rather than a shield for the many. However, this cost is often mitigated by the significant savings from not having to engage in extensive defensive domain registrations, even for those with more modest domain portfolios. The initial outlay could, therefore, be viewed as a strategic investment designed to forestall far heftier expenditures.

While these services offer a seamless way to manage and protect one's digital assets, businesses must weigh their options and consider whether the upfront cost aligns with their long-term strategic goals. In essence, GlobalBlock’s price of entry demands careful evaluation.

Another critical consideration is the coverage limitations. Although GlobalBlock boasts an impressive array of TLDs, it does not encompass every domain extension. Some niche or country-specific domains may still require individual attention, necessitating a supplementary strategy to ensure complete protection. For example, while GlobalBlock includes major TLDs such as .com, .net, .org, and popular new gTLDs such as .shop, .online, and .tech, it might not cover certain regional TLDs such as .za (South Africa) or .br (Brazil), which could still pose a risk.

This limitation dents the hope of having a truly unified solution, as trademark owners must still account for unavoidable national defensive registrations.

The administrative coordination required during the initial implementation phase of GlobalBlock can present a formidable challenge. Indeed, for those starting from scratch in crafting a trademark defence strategy, GlobalBlock is undeniably the path of least resistance. However, the realistic audience for GlobalBlock comprises trademark owners already burdened with a vast domain portfolio, seeking to lighten their load by embracing the simplification that GlobalBlock promises.

Yet, as the adage goes, not all that glitters is gold. Before one can bask in the glow of streamlined efficiency, there lies an unavoidable phase of complication. Transitioning from a traditional defensive domain registration strategy to a consolidated blocking service involves significant administrative effort.

Before taking the plunge into the GlobalBlock realm, a few preparatory steps are highly advisable to ensure a smooth transition and maximise the benefits of this sophisticated service:

• Cataloguing existing domains – begin by assembling a meticulous inventory of all currently registered domains, including their variations and TLDs. This comprehensive list will serve as your navigation chart through the complexities of domain management.

• Identifying overlaps – next, sift through your domain collection to identify redundancies, those domains that are redundant as they will be covered by the GlobalBlock service.

• Integrating with GlobalBlock – collaborate with GlobalBlock's team to transition these domains into the blocking service, ensuring no gaps in protection.

• Monitoring and adjustment – once integrated, establish a monitoring system to track the efficacy of GlobalBlock.

Furthermore, the dynamic nature of the digital landscape necessitates continuous vigilance and adaptability. New threats and domain extensions will invariably emerge, requiring trademark owners to stay abreast of the latest developments in domain registration and cybersecurity. Reliance on third-party solutions such as GlobalBlock, while beneficial, must be complemented by broader cybersecurity strategies and ongoing legal enforcement actions to ensure holistic protection.

In the end, let us not overlook the proverbial elephant in the room: cybersquatting is an art that extends far beyond simple typographical errors and homoglyph trickery. The creativity of these digital squatters is nothing short of remarkable, conjuring a limitless array of domain variations. However, GlobalBlock offers strong protection against the most pernicious threats, and trademark owners that subscribe to the minimalist approach of defensively registering only domains identical to their trademark – relying on tools such as the Uniform Domain-Name Dispute-Resolution Policy for the rest – will find GlobalBlock a most effective ally.

Yet, for those with a more proactive approach, the dream of a truly ‘unified’ solution may begin to wane. Beyond the extensions not covered by GlobalBlock, they will have to deal with defensive registrations for more vexing variants. Indeed, while GlobalBlock is a formidable tool, it is not a panacea.

One can hardly fault the Brand Safety Alliance for this shortcoming; the boundless imagination of cybersquatters makes it practically impossible to devise a solution that encompasses all variations beyond mere typographical slip-ups or homoglyph confusion. Attempting to do so might inadvertently create undue monopolies over borderline variants, where the practical use of the domain name can be the deciding factor.

When evaluating GlobalBlock, it is essential to examine how it compares with other domain protection services such as DPML and AdultBlock. Each service offers distinct benefits and limitations, tailored to different trademark protection needs.

DPML, under the stewardship of Identity Digital (formerly known as Donuts and Afilias), empowers trademark proprietors to block variations of their trademarks within a select portfolio of domain extensions. Covering approximately 260 TLDs, DPML offers notable, albeit circumscribed, protection compared with the broader embrace of GlobalBlock. Let us not forget that Identity Digital is but one player in the ensemble cast that is the Brand Safety Alliance. It comes as no surprise, then, that the alliance’s progeny, GlobalBlock, provides a more comprehensive service than Identity Digital could muster on its own.

Indeed, GlobalBlock extends its protective reach far beyond, encompassing hundreds of additional TLDs across a multitude of registries. This article will not pin down an exact tally of covered TLDs, as the number is ever in flux; some sources even tally those TLDs merely ‘under discussion’, while others lag behind the latest updates. To avoid attributing to Caesar more or less than is due, consulting the Brand Safety Alliance’s website for the most recent updates remains the most prudent course.

Notably, all TLDs within the DPML’s ambit find their place within GlobalBlock’s purview as well. Moreover, GlobalBlock augments its coverage by including TLDs from an additional 40 registries, thereby crafting a more comprehensive and inclusive protective strategy. Plans are afoot to swell this number to around 750 TLDs by the close of 2024.

The Brand Safety Alliance, with an understandable eye on Identity Digital’s existing clientele, offers enticing terms for DPML users eager to transition to GlobalBlock. However, this golden opportunity is not without its sunset clause; there exists a finite window within which this transition can be effectuated.

AdultBlock is dedicated to protecting trademarks within domain extensions linked to adult content, such as .xxx, .porn, .adult, and .sex. For brands keen to steer clear of any risqué affiliations, this service is indispensable. While GlobalBlock presents itself as a formidable alternative to DPML by covering all its included extensions, it does not quite substitute for AdultBlock. The specific TLDs related to adult content remain outside GlobalBlock's jurisdiction.

Thus, for companies intent on ensuring their trademarks do not find themselves splashed across less-than-savoury digital domains, AdultBlock or defensive registration emerges as the sole recourse. It is a niche yet crucial shield in the broader strategy of brand protection, ensuring that one's corporate identity remains untarnished.

GlobalBlock aspires to offer a unified approach to domain protection, casting its net over an impressively wide array of extensions, with plans for expansion. However, this ambition remains more of a hope than a reality, as certain gaps persist. The absence of adult domain extensions from its protective fold means that GlobalBlock alone does not suffice for truly comprehensive coverage. Additionally, there are other niche extensions not included in GlobalBlock, and it seems improbable that they ever will be. The business of defensive registrations remains lucrative, and not all registries are inclined to relinquish it.

Trademark owners must still bolster their protection with additional registrations in certain extensions. They must also keep a watchful eye on which extensions GlobalBlock adds to its portfolio over time. For those that have subscribed to the more expensive GlobalBlock+, which includes the drop-catch service, it might become more cost effective to forgo direct registrations. However, for others, the transition might seem more of a conundrum than a solution.

In sum, GlobalBlock and GlobalBlock+ represent a significant advancement in the realm of digital trademark protection. They offer a robust, expensive, yet cost-effective and comprehensive solution for safeguarding digital assets. However, their implementation must be approached with a strategic mindset, considering both the immediate and long-term implications.