The Internet Corporation for Assigned Names and Numbers (ICANN) has the responsibility for administration of domain names. ICANN developed a program for the expansion of new generic top level domain names (gTLDs) beyond the standard .com, .org, .net, .edu and .biz. Hundreds of new gTLDs have now been delegated and are available for registration. For example: .finance, .insurance, .fitness, .nyc, .trade, .pub, .software, .clothing, etc.

Within hours of the first new gTLDs being launched, cyber squatters proceeded to register domains consisting of brand owners trademarks with the new gTLDs, such as "" and "" This has become a growing problem for brand owners, and enforcement of their trademark rights can be very expensive.

In association with the launch, ICANN developed the Uniform Rapid Suspension (URS) as a protection mechanism for trademark owners. The URS is intended to deal with clear-cut trademark infringement cases and is offered at a lower cost than other rights protection mechanisms available.

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While the URS may not work for all domain disputes (e.g., where the brand owner needs a transfer of the domain into its own portfolio), there are many obvious benefits. These benefits include cost-savings and the expedited nature of the review.