Boris sees it as a good opportunity but be wary of squatters
As of Tuesday 29th April .london URLs will be available allowing businesses to stamp the London identity to their web-presence. So far 100.000 films have registered their interest in the new generic top-level domains (gTLDs)
Speaking last week Boris Johnson said. “There is enormous interest in Dot London right across the capital, not just from high-street brands but also the small businesses that are the lifeblood of London’s economy. London leads the world in technology and our businesses are among the most dynamic and innovative anywhere, so it is no surprise so many see Dot London for the great opportunity it is.”
Several high profile London brands are already making early .london moves. It’s understood the London School of Economics, Selfridges and West Ham will be early .london adopters and Fortnum & Mason have taken to twitter to announce;
As with any domain name there is a risk that anyone outside of your company can buy the .london address you need to block you using it. According to Matt Sammon, a specialist in internet trademark matters and partner at the legal firm Marks & Clerk, “Avenues exist for businesses to defend their trademarks without having to actually buy a web address. Whether or not a business is based in London, it can pre-empt abusive registrations under the .london domain or any other of the new domains by registering its details with ICANN’s Trademark Clearinghouse."
This in mind it’s never a bad thing to be on board early when windows of opportunity open up on the internet.