.eco

Status:	Proposed
country:	International
Type:	Community gTLD & Generic
Community:	environmental/ecological community
More information:

.eco is a proposed gTLD in ICANN's new gTLD program. The TLD is aimed at drawing attention to ecological causes, organizations, and other entities associating themselves with positive ecological developments.

Current Applicants

1. Top Level Domain Holdings Ltd., one of 68 applications submitted by the company on its own behalf.
2. Planet Dot Eco, LLC
3. Donuts (Little Birch, LLC), one of 307 TLDs submitted by the company.
4. Big Room Inc.

Application Details

Big Room, Inc.

One public applicant, Big Room Inc., announced a partnership with Afilias for their back-end and technical needs, and also announced that they intend to apply for the TLD as a Community gTLD. They have been working with a Council of 13 environmental groups on a Policy Charter for .ECO since 2009. The Council is currently chaired by the World Wildlife Federation (WWF) International and Akatu Institute (Brazil). Other members include Greenpeace, Green Cross International, and Green Belt Movement International. In addition, over 20 other environmental groups, including 350.org, Ocean Conservancy, Amazon Watch and others. The goal is to demonstrate the requisite community support and define a purpose and policies for .ECO for the greater good.

Early Contention

.eco was identified as a contentious TLD early on, with the main parties being Big Room Inc., and Dot Eco LLC.. Dot Eco LLC was aligned with former Vice-President of the USA, Al Gore, and the Alliance for Climate Protection, the Sierra Club and Surfrider Foundation. Big Room Inc. was, at that time, largely associated with Mikhail Gorbachev, the Russian ex-president, Green Cross International and WWF International. In August 2009, Dot Eco LLC released a 'green paper' critiquing Big Room Inc.'s approach. Big Room did not respond to the critique other than that it was 'unfortunate'.

On September 28, 2011, Al Gore's organization, the Climate Reality project dropped its support to the Dot Eco LLC bid to give way to the application of Big Room Inc., which is supported by Michael Gorbachev's Green Cross International. A spokesman from Gore's camp explained that Climate Reality as a non-profit organization has limited resources and they decided to focus their campaign on global climate issues. Despite losing Gore's support, Minds + Machines announced its intentions to apply for a .eco TLD whether they will do that under their own name or through a client or separate company remains unclear.

Top Level Domains Holding Ltd., the parent company of Minds + Machines which holds 25% stake on Dot Eco LLC. confirmed that the company will apply for the .eco gTLD. Peter Dengate Thrush, Executive Chairman of Top Level Domains Holding said,"...We believe the Dot Eco LLC consortium is exceptionally well placed to compete in every respect of its .eco application and run that gTLD in a meaningful manner. We are therefore delighted to continue give it our full infrastructural and financial support." Antony Van Couvering previously stated that applying for a community gTLD is too risky. He believes that the .eco TLD will not pass ICANN's Community Priority Evaluation, which means the company's application for .eco TLD will not be under community gTLD category.

Planet Dot Eco, LLC, a company based in Connecticut and trademark holder of .eco and a possible applicant for the .eco string filed an infringement case against Big Room Inc. and Dot Eco LLC on March 2, 2012. The complainant asked the court to order Big Room and Dot Eco LLC to stop submitting further documentation and withdraw their application for the .eco string with ICANN. Dot Eco LLC responded to the complaint with an argument that the trademark was obtained illegally by Planet.eco and it should be cancelled by the court. Dot Eco also argued that the complainant is is trying to prevent competition. On the other hand, Big Room filed a motion to dismiss because of lack of jurisdiction.

Little Birch, LLC Donuts also applied for the string. Donuts is a start-up company that applied for 307 new gTLDs, each under different company names. The company is backed by large venture capitalists and spent $56 million just for applications fees. Daniel Schindler, co-founder and EVP of Marketing and Sales of Donuts is the main contact person. .

Early Criticism

There has been early speculation by one academic that the creation of a .eco TLD, while potentially helping some ecological causes, could have the effect of "greenwashing" non-eco-friendly companies and efforts. Greenwashing is defined as companies making deceptive or misleading claims that their services and products are environmentally friendly. That academic has stated that it is essential that ICANN award the dot eco bid with strong enviromental credentials and support to deter green washing. [1]

Top-Level Domain