In 2011, he testified on behalf of CRIDO and said of ICANN's release of numerous top-level domains (TLDs), "This is one of the most important issues facing the brand community throughout the world. Our members have hundreds, even thousands of brands. It's an extraordinary cost." He was later quoted as saying, "When one of the most powerful regulators of the Internet says this will be a disaster, it's a very big deal. It's part of a growing drumbeat from key leaders in every sector. How many people have to speak out before ICANN listens?" In September 2012, the ANA warned the U.S. Department of Commerce (DOC) on the threats of not adopting a "Do Not Sell" registry or failing to regulate ICANN's newly implemented TLDs. Jaffe noted in a letter, "The Internet community is on the verge of a [TLD] tsunami which will create a huge wave of risk for both businesses and consumers... [there will be] explosive growth in secondary domains (those domains to the left of the dot in Internet addresses). We believe it is critical that the DOC push for a comprehensive protection system that includes both a Do Not Sell registry and strong Rights Protection Mechanisms (RPMs)."
In 2013, Jaffe said, "Within a few months, ICANN is poised to begin adding more than a thousand new gTLDs to the Internet. Despite the serious concerns raised for over a year by the business community, the law enforcement community and consumer protection agencies, ICANN elevates process over substance and refuses to adequately address rights protections for either consumers or trademark owners. It is way past time for ICANN to do the right thing and address these serious flaws with their gTLD program." In 2014, when ANA was one of more than 160 companies and organizations pushing for "limited protected registrations that would apply across all the domains as they were cleared to go live", Jaffe said, "This is just more evidence of why we were encouraging more protections for trademarks."
- ICANN to expand top level Internet domains despite critics (January 5, 2012), Reuters
- Domain Names: Debating the Effects of a Dot-Anything World (January 12, 2012), PBS
- U.S. Puts Icann Policies on Notice: Could be good news for advertisers worried about new flood of domain names by Katy Bachman (March 12, 2012), Adweek
- Groups say ICANN unprepared for gTLD launch by Loek Essers, Grant Gross (April 2, 2013), InfoWorld
- ANA warns that ICANN decision-making could be reduced to political logrolling (September 16, 2014), World Trademark Review
- House Hearing to Icann: What's the 'Dot' Rush? Icann refuses to slow down or change TLD plan by Katy Bachman (December 14, 2011), Adweek. Retrieved November 19, 2015.
- Washington Puts More Pressure on ICANN to Change TLD Plan: FTC warns ICANN plan could lead to more Internet fraud by Katy Bachman (December 16, 2011), Adweek. Retrieved November 19, 2015.
- ANA Warns Commerce Department About "Top-Level Domain Tsunami", MarketingVox.com. Published 28 September 2012. Retrieved 23 November 2012.
- ANA Urges ICANN to Improve Rights Protection Mechanisms Before Rolling Out New Top Level Domains (February 6, 2013), Association of National Advertisers. Retrieved November 19, 2015.
- ICANN: Brands Are at Risk of Domain Abuse with New Top Level Domains: Advertisers: That's exactly what we said when you started this by Katy Bachman (February 7, 2014), Adweek. Retrieved November 19, 2015.