Promoting registration of .CA domains protects clients’ digital presence now and in the future: CIRA
This article was produced in partnership with CIRA
Lawyers practicing in the space know that the landscape of intellectual property disputes is rapidly changing. According to a recent article by industry experts, the focus must shift to encouraging clients to take a more holistic—and strategic—approach when it comes to protection of a business’ intangible assets, including domain name use.
One way IP lawyers can help clients doing business in Canada protect their brand, while simultaneously strengthening their Canadian identity, is by registering a .CA domain. Securing a .CA domain with urgency is key to defending against the threat of “bad faith” registrants or domain “squatters.” Not only a lengthy process to rectify, it’s also a costly battle in terms of finances, brand dilution, loss of trust, and reputational damage from brand impersonation.
Establishing a Canadian presence early helps prevent potential disputes over domain ownership and aligns with an IP professional’s duty to support clients in safeguarding their intellectual property and brand integrity on all fronts, says Adam Eisner, vice-president of .CA and Registry Services at CIRA, the not-for-profit that manages Canada’s flagship internet top-level domain (TLD).
“Here’s the thing: domain names generally aren’t all that expensive,” Eisner notes, adding that he encourages all Canadian companies as a best practice to register both a .CA and a .com domain to prevent a competitor from scooping up the unclaimed version.
“It’s never a bad idea—think of it as cheap insurance,” he adds.
Outside of the dispute angle, there are a myriad of reasons to encourage a business to register a .CA domain. Connecting a .CA domain to a website or online store provides an opportunity to tailor messaging to a Canadian audience, highlight Canadian pricing and shipping rates for a trustworthy e-commerce experience, link to branded email or social media profiles that illustrate a business’ unique online identity, and can even help it rank higher in local browser search rankings. In fact, according to a recent study by The Strategic Counsel, 85% of Canadians prefer a .CA over a .com when supporting local businesses.
“Canadians are attracted to .CA more than any other domain name,” Eisner confirms. “If there’s a .CA in your browser, you can expect a connection to Canada.”
A .CA domain name also often provides more options for naming a website, upping the chances of landing a preferred moniker as its inventory is more extensive than the .com domain. Beyond that, .CA domains are among the safest top level domains on the internet. Those with a .CA are less likely to run into cyber threats and spam versus another domain extension and holding both .com and .CA domains limits opportunities for phishing and fraud.
A final highlight would be that .CA also gives back a portion of proceeds from every .CA domain sold, which are reinvested into the Canadian internet community through CIRA’s Net Good program.
“A .CA domain declares a business or brand is a proudly Canadian space,” Eisner says. “There’s a reason that .CA works with and is trusted by millions of individuals, SMEs and entrepreneurs across the country.”
CIRA takes its mission to protect and promote .CA seriously. It therefore encourages IP lawyers to educate their clients on the brand benefits of registering a .CA domain. Many IP professionals point clients to the security provided by CIRA’s Canadian Presence Requirements, stringent rules around tying registration of the domain directly to Canada to limit access only to Canadian citizens or permanent residents, Canadian corporations, and those who own a registered trademark or official mark under Canada’s Trademarks Act.
“At CIRA, we’re focused on building Canada’s corner of the internet,” Eisner says, emphasizing that IP lawyers can build the benefits of .CA by easily taking clients through the registration process to ensure they meet the requirements. “We nurture the development of .CA as a go-to public resource and push to protect its integrity for .CA domain holders and build a better internet across Canada and around the world.”
Ultimately, the iconic extension instantly identifies a website as Canadian and lends immediate credibility, signifying trust across borders due to Canada’s well-established international reputation as well as ensuring the brand stands out at home in the Canadian market.
The main takeaway? Lock down the .CA domain today and safeguard your clients’ digital presence for the future. Encourage your clients to act now by visiting lockdownthe.ca — and claim their .CA before someone else does.
