The gTLD Trademark Clearinghouse: Is Participation Necessary To Protect Your Brand?

The article discusses the introduction of the new gTLDs and how they present a number of challenges for brand owners, including increased costs in monitoring and enforcing their rights. The authors note that as sunrise periods for many gTLDs are already underway now is the time to consider registering marks with the Trademark Clearinghouse (“TMCH”) to further bolster online enforcement activities. The article is intended to assist brand owners in deciding whether and to what extent they should participate in the TMCH, by providing information regarding the procedures for filing with the TMCH, and the benefits and limitations of the TMCH.