Famous by Default Navigating Reserved Celebrity Names in New gTLD Policy and the Right of Publicity

As the domain name ecosystem evolves and expands with the introduction of hundreds of new generic top-level domains (gTLDs), registries face increasingly complex questions around the ownership, use, and monetization of high-value names—particularly those associated with celebrities and public figures. The reservation and potential release of celebrity-related domain names has emerged as one of the most sensitive intersections between intellectual property law, digital privacy, and registry policy. At the core of this issue lies the delicate balance between domain name availability, freedom of commerce, and the rights of individuals to control their own name and likeness online—a balance that new gTLD registries must navigate with care and strategic foresight.

Most new gTLD registries maintain a set of reserved names—domains that are withheld from public registration either indefinitely or until certain conditions are met. These reservations can be based on technical need (e.g., whois.tld), brand protection (e.g., ibm.tld), geographic or public interest terms (e.g., paris.tld), or names that carry intrinsic value or legal complexity, such as those of celebrities. Names like taylorswift.music, lebronjames.sport, or adele.fans fall into this last category, where registries must anticipate not only potential commercial interest but also reputational risk and legal exposure.

The rationale for reserving celebrity names is twofold. First, there is a strong public interest in preventing misuse of well-known identities in ways that could mislead users, infringe on personal rights, or facilitate fraud. A domain like elonmusk.tech could, in the wrong hands, be used to impersonate the individual, spread misinformation, or hijack web traffic under false pretenses. Reserving these domains prevents bad-faith actors from capitalizing on fame to deceive or harm.

Second, there is a legal foundation rooted in the “right of publicity”—a doctrine recognized in many jurisdictions, particularly the United States, which grants individuals, especially celebrities, the exclusive right to commercialize their name, image, and likeness. This means that even if a celebrity’s name is not trademarked, using it without authorization in a commercial context (including a domain name that suggests endorsement or association) can constitute a violation of their rights. Registries that ignore this risk may open themselves to liability or be forced to respond to costly legal takedown demands post-registration.

To mitigate these risks, many registries proactively reserve the names of globally recognized public figures and high-profile personalities. Some take this a step further by allowing verified individuals or their representatives to claim the domain at a later stage, often through a trademark clearinghouse or rights protection mechanism. In these cases, registries act as stewards of reputation, offering a controlled path for celebrities to reclaim their digital identity under a new gTLD, rather than allowing it to enter the speculative aftermarket where enforcement becomes reactive and contentious.

However, the reservation of celebrity names also raises questions of fairness, access, and consistency. How is a “celebrity” defined? Should only globally famous figures be protected, or should local influencers, social media personalities, and emerging artists also be covered? There is no universal policy on this matter, leading to significant variation across gTLD operators. Some registries maintain broad, discretionary reserved name lists, while others rely on government-issued lists, public databases, or algorithmically generated rankings based on search volume and media presence.

This lack of standardization can result in scenarios where similarly situated individuals receive different levels of protection. A registry might reserve angelinajolie.movie but leave margotrobbie.film available for purchase, purely based on internal criteria or oversight. This inconsistency creates exposure both for the registry and for end users, who may unwittingly register a name that later becomes the subject of dispute. It also opens the door to perception issues, where registries are accused of bias, favoritism, or selectively monetizing fame.

Privacy is another dimension of the debate. While celebrities operate in the public eye, they are not without rights to digital privacy. Some celebrities choose not to build online presences under their personal names, preferring anonymity or selective engagement. Reserving their names in gTLDs without consent can paradoxically draw attention to their identities, especially if the reserved status is public and indexed by search engines. Moreover, if these domains are later offered for sale—even to the celebrity themselves—it may be perceived as extortionate or exploitative, regardless of the registry’s intentions.

To address these concerns, industry best practices are beginning to emerge. ICANN’s Rights Protection Mechanisms (RPMs), including the Trademark Clearinghouse (TMCH) and Uniform Rapid Suspension (URS), offer some procedural frameworks for resolving disputes around name usage. However, these systems were primarily designed for trademark holders, not for celebrities without registered marks. Some registries are now working with intellectual property organizations to develop dedicated validation paths for rights of publicity claims, allowing individuals to verify their identity and assert control over corresponding domains without requiring trademark registration.

Forward-thinking registries are also exploring proactive engagement strategies. These include outreach programs to celebrity management agencies, automated alerts when reserved names match public figure databases, and opt-in reservation models where celebrities can pre-claim their domains during a sunrise-like period. This not only protects the rights of the individual but enhances the registry’s reputation as a responsible operator, increasing trust and goodwill in a competitive marketplace.

Ultimately, the handling of celebrity-related reserved names speaks volumes about a registry’s values and its approach to digital ethics. It’s not simply a legal matter—it’s a strategic decision about how to balance monetization with respect, and about whether a domain registry sees itself as a steward of identity or merely a facilitator of transactions. In an age where online presence is inseparable from personal and professional influence, the responsibility of managing names that carry human weight cannot be taken lightly.

New gTLDs, with their vast inventories and niche thematic focuses, have a unique opportunity to set new norms for identity stewardship. By learning from past disputes, engaging with legal experts on rights of publicity, and building transparent, inclusive policies, registries can help ensure that celebrity domains are managed with care—not just for brand protection, but for the integrity of the digital naming system itself.

As the domain name ecosystem evolves and expands with the introduction of hundreds of new generic top-level domains (gTLDs), registries face increasingly complex questions around the ownership, use, and monetization of high-value names—particularly those associated with celebrities and public figures. The reservation and potential release of celebrity-related domain names has emerged as one of the…