A hundred groups apply for new domain endings

One hundred groups have registered for new Web domain address endings, the Internet Corporation for Assigned Names and Numbers (ICANN) said Tuesday.

The program will allow for new websites ending in almost any word or phrase, like ".sport" or ".food," instead of traditional endings like ".com" or ".org."

Each registrant can apply for up to 50 new address endings, known as generic Top-Level Domains. There is no limit on how many new Web endings ICANN will approve.

The deadline to register is March 29, and applications are due April 12. The group will publish a list of the applications in May.

An array of advertisers, businesses and nonprofits have criticized the plan, saying other groups might buy up domains related to their brands.

The Federal Trade Commission sent a letter to ICANN in December warning the plan could confuse consumers and enable scammers.

But ICANN is an internationally focused nonprofit that does not answer to the U.S. government.

The group said the new domain names will allow for more consumer choice and competition. The plan will also allow for more international domains in non-English languages.

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