Posted In: Generic Top Level Domains, New gTLDs, Trademark Registration

Donuts’ Domains Protected Marks List Goes Live

Donuts’ Domains Protected Marks List Goes Live

It’s an exciting time for the domain industry. Each day we’re getting closer and closer to the launch of the first new gTLD which will herald the tide of new gTLDs to follow. Pre-registrations are flying off the shelves faster each day, registrars are pouring more and more marketing dollars into educating the public about new gTLDs, and the public is responding!

With a slew of new gTLDs being released (and they’re imminent) comes a slew of trademark issues for brand holders. Brand protection is already a big ticket budget item for most brands, and adding over 600 TLDs to the mix is only going to make it more expensive, what is a brand holder to do? I’m glad you asked!

Donuts, Inc. is a registry that has applied for more than 300 new gTLDs, and they’ve already signed contracts with ICANN on 28 of them as of this writing. In an effort to ease the burden of brand holders they have created the Domains Protected Marks List (DPML), a program designed from the bottom up to make brand protection as painless and budget friendly as possible.

What is the DPML and how does it work?

Brand owners can add their trademark-related terms into the DPML and have them blocked from registration at the second level in all Donuts-top-level domains (Donuts TLDs). DPML protects trademarks holders against cyber-squatting at a fraction of what it would cost to defensively register the terms in Donuts TLDs.

Brand owners must submit an exact match of their mark(s) to DPML (note: the mark must first be registered with the Trademark Clearinghouse, TMCH) , or a term that contains their exact match mark(s). Once a term is accepted to DPML, that term is blocked from registration in all Donuts TLDs for an initial period of five or ten years. A DPML subscription then can be renewed in increments of one to ten years. A domain blocked by DPML is not functional, meaning it may not be used for a website URL, e-mail address or other type of domain-related functionality.

What’s the bottom line for brand holders?

As a brand holder you now have a couple of options when it comes to the TLDs operated by Donuts. You can go the traditional route of defensively registering each TLD, or you can sign up for the DPML. Let’s compare the two scenarios using some conservative math and assume that Donuts wins 200 of the 300 applied for TLDs with an average price of $25 per year:

Defensively registering all TLDs:

200 TLDs x $25 per annum = $5000 per annum.

$5000 per annum x 5 years = $25,0000 per 5 year increment.


$2,995 DPML price / 200 TLDs = $14.98 per TLD per 5 Year Increment.

$14.98 DPML Price per TLD every 5 years / 5 years = $3 per TLD per year.

This is really a no-brainer. You can either spend $25,000 or just under $3,000 every 5 years to protect you brand. If only every registry had a program like this!

You can read more about the DPML in these great articles: – Donuts’ trademark block list goes live, pricing revealed – Block your trademark on 200+ top level domains for $600 a year

You can download a copy of the IPPRO’s “The Internet Annual” here:

IPPro The Internet Annual PDF

Be sure to check out the panel on pages 24-33 with Anthony Beltran COO/CFO of 101domain, and the new gTLD article on page 34 also by Anthony Beltran.

Check out our DPML page to learn more and find out how to buy: