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The Green Life: Is There a Sierraclub.eco in the Future?

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August 11, 2009

Is There a Sierraclub.eco in the Future?


Environmental buzzwords may have made Lake Superior State University’s list of words to banish this year, but it’s still never been so chic to be eco-friendly. And now environmentalists are pushing for a way to create a more solid eco-identity online. High-profile movers and shakers like Al Gore, the Sierra Club, and Surfrider are helping Dot Eco bring .eco to your web browser. The organization would donate 50 percent of its domain-name sales profits to environmental organizations.

But adding a new top-level domain (TLD) to the familiar list that includes .com, .org, and .edu is more complicated than swapping some letters after a dot. Many businesses are opposed to adding more TLDs because they want to protect their trademarked names from exploitation and avoid having their customers misled.

The group that will decide whether new TLDs, including .eco, will grace computer screens is the Internet Corporation for Assigned Names and Numbers (ICANN). ICANN is still working out the details for creating new generic domains, and they haven’t started taking applications.

That hasn’t stopped Dot Eco from starting to campaign, though. In addition to producing the short video above, the group has written a “green paper” outlining principles for using the .eco name and has won endorsements from prominent people, businesses, and nonprofits.

To support Dot Eco, click here.

--Sarah F. Kessler

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