Anticipating fraud and infringements prevents costs, both economic and reputational. We take a look at the main proactive protection solutions.
In our previous articles, we have reviewed the main threats and risks, the audits to detect infringements, and the importance of preventive domain registration. Now we take a look at proactive protection solutions that add a layer of preventive security to our anti-fraud measures.
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What is proactive brand protection?
When we talk about proactively protecting the brand we mean not waiting to become victims of a fraud campaign or a trademark infringement, but anticipating and preventing them.
Often brands react to attacks, but by then it is already too late and costs start to accumulate: asset recovery, reputational damage from defrauded or dissatisfied users, trust in client or supplier security being undermined, legal proceedings, domain purchases…
Unlike this reactive strategy, proactive protection implements measures when everything is calm precisely to avoid everything listed in the previous paragraph.
The market has developed various preventive strategies, which we could differentiate between blocking and restriction.
Domain Blocking
Domain blocking solutions allow registered brands to prevent third parties from registering domain names that contain their brand. Each solution provides a list of domain extensions they collaborate with and for which they block domains.
Currently, the most comprehensive Web 2 domain blocking solution is GlobalBlock, which includes 710 blocked domain extensions in its catalog and covers new gTLDs, country-code extensions, and blockchain extensions.
What makes a blocking solution truly interesting is, on the one hand, the ability to automatically block brand variants beyond exact matches. On the other hand, it also includes automated blocking of released domains.
In this way, blocking solutions form a shield that prevents one of the main entry vectors for fraudulent attacks: phishing and malicious emails.
Which brands should implement a blocking solution?
Obviously, fraud prevention tools are beneficial for any brand, so they are highly recommended in general.
The brands that benefit the most are undoubtedly those that…
- Are very popular, within their sector or globally.
- Operate in sectors that are common targets of fraudulent attacks, such as Pharma, Banking, Finance and Insurance, Retail, or service providers (Telecommunications, Energy…).
- Manage extensive domain portfolios, which are more difficult to control.
- Preventive domain registration is not cost-effective.
The economic benefit of a blocking tool is a key aspect, since the risk in domains is unlimited, but the resources to prevent it are not. These types of services multiply the coverage of protection with the same investment.
Priority access to domain registration
Each launch of a new domain extension is a new risk for brands, especially if the extension has a sectoral, thematic, or business-related connection to the brand’s activity or name.
To avoid insecurity during the registration phase of new extensions, Registries define exclusive phases for registered brands. This way, third parties are prevented from accessing the domains before the brands themselves. However, if brands do not anticipate or apply preventive measures, once the domains are generally available, anyone can register them.
Brands registered with Trademark Clearinghouse can access priority access phases for brands, but they are also notified of attempts to register brand domains, allowing them to take appropriate actions to prevent or stop potential attacks.
This mechanism also avoids additional costs related to dispute processes or recovering ownership of a domain.
Which brands should ergister with TMCH?
Without a doubt, the same factors mentioned in the previous section apply: brands operating in highly competitive sectors or at risk of cybersquatting, or those with a high-value or highly recognizable brand.
Additionally, it is also relevant for brands with a complex domain strategy or whose online presence and digital strategy are closely tied to novelty, and therefore to the emergence of new domain extensions, such as the technology sector.
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