Donuts Inc.

Donuts Offers DPML Enhancements to Protect Brand Marks

Cultivating a safe, healthy Internet namespace is paramount to everything we do at Donuts—this includes a deep dedication to protecting intellectual property. For the past three years, no program has more exemplified that dedication than the Domains Protected Mark List (DPML) program.

DPML, a service employed by thousands of subscribers, allows trademark owners to protect their marks and related terms across all of Donuts’ new generic top-level domains (gTLDs) at a fraction of what it would cost to defensively register the same terms. The popular service is employed by thousands of subscribers, including Fortune 500 brands like Verizon, Apple, HP, Microsoft and Amazon.

Today, we are announcing a limited-time promotion that increases the value and impact of the DPML program. From October 1 until December 31, 2016, trademark owners will have the opportunity to subscribe to DPML Plus.

Our standard DPML service works by “blocking” a string of characters from registration at the second level (the characters before the dot). The string may be an exact match of the mark or may contain the mark within it (the mark may be at the beginning, end or anywhere in the applied-for label, so long as it is contiguous).

DPML Plus enhances the current DPML program by allowing brand owners to widen protections, including, for the first time, common misspellings of their marks. Brand owners also are able to:

  • Block their marks and mark-related terms from registration for an initial 10-year term.
  • Block one exact match term and three additional strings (legacy DPML covers one string) that contain their mark or common misspellings of the mark (further “contains” or misspelled terms beyond these three strings are available to block for an additional fee). 
  • Also for the first time, block a mark in premium second-level domains across all Donuts’ gTLDs.

DPML Plus blocks are not subject to overrides by other parties with the same trademark. DPML Plus subscribers may submit unlimited overrides of their own blocked terms (for no wholesale override fee) if they elect to register and use their previously blocked terms.

Donuts’ suggested retail price for DPML Plus is $9,999 for the initial ten-year term.

Subscribers also should be aware that effective January 1, 2017, the price of its legacy DPML service will be increased in order to align the service’s benefits with its marketplace value.

Existing DPML subscribers can renew their subscription at current pricing before January 1.

The DPML program was developed in consultation with intellectual property experts and has been extremely well received by the trademark community as a mechanism that mitigates infringement risk with one simple step and at significant cost savings.

DPML and DPML Plus applications may be submitted only through a registrar authorized by Donuts to provide the service.

More information is available via our DPML Plus page and FAQs.