Why dot-eco domain names may be hard for businesses to claim

I totally missed out a few weeks ago when Facebook offered vanity URLs. It was too late at night for me to care and my 40-something brain keeps forgetting to do it when I'm online. But the Facebook URL-grab may have nothing on the frenzy that is likely to transpire when the dot-eco domain application process moves forward.

First, let me say that I am putting the cart way before the horse in writing this blog right now since the organization that will manage the names, called Dot Eco LLC, doesn't plan to apply for the .eco top level domain through ICANN until early 2010. But you can't deny the eco-chic. Hmmm. How about heatherclancy.eco for all of my writings about green technology and the environment?

I would imagine that there are plenty of corporate marketing types watching the process with interest. Think about it: How cool would it be if your company's environmental programs or foundations were flagged with the dot-eco extension?

Before you get too excited, you might want to read this branding "Green Paper" from Dot Eco LLC that outlines who will and who won't be granted the right to use a .eco. You'll actually have to prove your commitment to the environment and agree to certain founding principles set forth by the .eco. I have a hunch that the greenwashing filter will be run at forth strength against applications.

This post was originally published on Smartplanet.com