Submitting a new gTLD application is a milestone, but it’s far from the finish line. Once your application is filed, it enters a rigorous review process designed by ICANN to protect the stability, security, and integrity of the domain name system. This phase — evaluation and objection management — can feel like a maze: multiple layers of review, the potential for questions or clarifications, and the ever-present possibility of objections from third parties.
At Pitch, we help our clients navigate this stage with confidence. Our approach combines preparation, proactive monitoring, and strategic response — ensuring that applications not only survive evaluation but emerge stronger.
ICANN’s evaluation of new gTLD applications is comprehensive and multi-faceted. Its goal is to ensure that every applicant is both capable and trustworthy. The process generally involves:
1. Administrative Check. Applications are first reviewed for completeness and basic compliance. Missing documents or formatting errors can cause delays, which is why our system’s built-in validation is so valuable.
2. Initial Evaluation. This stage examines the core of the application:
• Technical and operational capability: Can the applicant run a secure, stable registry?
• Financial stability: Is the business model sustainable over at least ten years?
• Legal compliance: Does the application meet ownership, control, and conflict-of-interest requirements?
• Policy alignment: Does the proposed operation comply with ICANN’s mission and bylaws?
3. Extended Evaluation. If questions arise during the initial review, ICANN may place an application into extended evaluation. This can involve deeper scrutiny of finances, operations, or technical plans.
4. Public Comment Period. ICANN invites input from the broader community, giving stakeholders the opportunity to raise concerns or flag potential issues.
Even for strong applications, this process can be daunting. Each stage carries its own risks and timelines, and applicants must be ready to respond quickly and effectively.
In addition to ICANN’s evaluation, applicants must also contend with the possibility of formal objections. During the 2012 round, four objection grounds were recognized:
1. String Confusion Objection. Filed when two applied-for strings are so similar they risk user confusion (e.g., .hotel vs. .hotels).
2. Legal Rights Objection. Raised when a proposed string infringes on existing intellectual property rights.
3. Community Objection. Brought by a clearly defined community that believes the string would cause harm to its members.
4. Limited Public Interest Objection. Based on concerns that a string violates widely accepted norms of morality and public order.
Each type of objection is handled through alternative dispute resolution (ADR) providers, such as the World Intellectual Property Organization (WIPO) or the International Centre for Dispute Resolution (ICDR). The proceedings can be complex, time-sensitive, and highly consequential — in many cases, an objection can determine whether an application moves forward at all.
Our role at Pitch is to demystify this process and protect our clients at every step. Here’s how we do it:
1. Preparation. Even before submission, we stress-test applications against likely points of contention. Could a competitor allege string confusion? Are there trademarks or community sensitivities that might trigger objections? By addressing these proactively, we reduce vulnerability.
2. Monitoring and Alerts. Once the application is live, we monitor ICANN’s systems and public comment forums. Early awareness of potential objections gives clients valuable time to prepare.
3. Response Strategy. If ICANN evaluators request clarifications, we help craft precise, persuasive responses. If an objection is filed, we design a defense strategy grounded in precedent, evidence, and strong legal argumentation.
4. Representation in Disputes. Our lawyers have represented clients across all four types of objections, with a track record of success. Whether it’s defending a brand TLD against a legal rights challenge or countering claims of community harm, we bring deep experience to the table.
5. Communication and Confidence. Perhaps most importantly, we ensure clients are never left guessing. The evaluation and objection phases can stretch for months, with little visibility. We keep applicants fully informed, translating ICANN’s technical and legal language into clear updates.
Based on our experience from the 2012 round, applicants for new gTLDs need to consider the following elements in this step:
• Ambiguity in ICANN’s questions. Many requests for clarification are vaguely worded. Our team interprets these in the context of precedent and policy, ensuring responses hit the mark.
• Competitor tactics. Some objections are strategic, designed less to protect rights than to slow or block competition. We know how to distinguish between genuine concerns and tactical maneuvers — and how to defend against the latter.
• Public interest scrutiny. Strings that touch sensitive areas (health, finance, community identifiers) can attract heightened attention. We help craft policies and safeguards that reassure evaluators and stakeholders.
Successfully navigating evaluation and objection management is more than just clearing hurdles. It provides applicants with:
• Validation. Approval signals to the market that ICANN has vetted the applicant as trustworthy, stable, and responsible.
• Stronger positioning. Applications that withstand objections often emerge with clearer policies and greater legitimacy.
• Momentum. By resolving questions and challenges quickly, applicants can move forward to contracting and delegation without costly delays.
Evaluation and objection management may be the most complex phase of the gTLD application process, but it doesn’t have to be overwhelming. With the right preparation, monitoring, and representation, applicants can navigate the maze with confidence.
At Pitch, we’ve built our approach around exactly that: clarity in the face of complexity, strategy in the face of challenge, and resilience in the face of objections. Because the goal isn’t just to get through the process — it’s to emerge from it stronger, with a gTLD ready to make an impact.
%402x.svg){kind=icon}
%402x.svg){kind=icon}
%402x.svg){kind=small}