The top-level domain (TLD) “.sucks” is a generic TLD (gTLD) in the Domain Name System of the Internet. Confirmed by ICANN (Internet Corporation for Assigned Names and Numbers), it was introduced in 2015. The end game strategy of the gTLD was initially for consumer advocacy websites, not unlike sites in the format of brandnamesucks.com.
Historically, there has been controversy surrounding the “.sucks” TLD. This is primarily because of how easy it is to interpret the domain as negative commentary on an individual or organization. Often, this has led to ‘cybersquatting’ where people register websites with damaging intent under this TLD. For example, a person could potentially register the domain “CompanyName.sucks” with the intent to malign that specific company, as reported by CNN Business. Consequently, many businesses and brands have felt compelled to purchase their “.sucks” domain names defensively, to prevent misuse.
Providers of this TLD, such as Vox Populi Registry, maintain that it should be used for constructive criticism and open dialogue. The CEO of Vox Populi Registry, John Berard, told CNBC in 2015 that “.sucks” is meant to create a platform for customers to voice their real opinions about companies or product, fostering constructive dialogue between consumers and corporations.
Even though the intended use of the “.sucks” TLD was for customer feedback and open dialogue, cases like singer Taylor Swift defensively registering “taylorswift.sucks” – as noted in a BBC article – highlights the controversy this TLD creates and the measures individuals and companies are taking to protect their online reputation.
One point of controversy regarding the “.sucks” domain was its price. It has been marked as a high-value domain with its registration cost being significantly higher than that of common domains like .com or .net. ICANN has criticized Vox Populi for its pricing tactics, and in 2015, FTC (Federal Trade Commission) was urged by ICANN to investigate whether the company was engaging in “predatory, exploitative” pricing.
In conclusion, the “.sucks” TLD was envisioned as a platform fostering constructive dialogue and consumer advocacy. However, it has been marked by controversy due to its potential for misuse and perceived high costs. Despite varying views, it continues to be a part of the internet’s domain space and serves a unique purpose in the online domain landscape.
Sources:
- “Actually, ‘.Sucks’ Probably Doesn’t Violate Any Laws or ICANN Rules”. Retrieved 31 December 2016. ICANN, 2015.
- “Get ready for . . . anything? Swift move by Taylor protects her brand”. BBC. Retrieved 8 June 2015.
- “The price of ‘.sucks’ Could Be Out of Reach for Many Critics”. CNBC. Retrieved 3 June 2015.
- “Taylor Swift Purchases ‘.porn’ and ‘.adult’ Web Domains”. CNN Business. Retrieved 8 June 2015.
- ICANN Asks FTC to Investigate .Sucks Domain. PC World. Retrieved 1 July 2015.
