A .CA domain can protect your client’s brand online

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IP professionals are being urged to lock down that perfect .CA website domain – before someone else does

WHAT'S IN a name? Well, if you are talking about a domain name for a website, it’s all about brand protection, trust, integrity, security, and national pride. Registering a .CA domain can be vital in allowing Canadian businesses – and those who want to do business in Canada – to shine above the alternatives. That’s why CIRA, the not-for-profit that manages .CA, Canada’s flagship internet top-level domain, says it is important for IP professionals to encourage their clients to secure a .CA domain early on in their business strategy – not only to proudly display their Canadian presence but also to avoid potential disputes over domain use and protect their brand online in Canada.

CIRA helps build Canada’s corner of the internet as the registry of .CA domains. CIRA nurtures the development of .CA as a go-to public resource and pushes to protect its integrity for .CA domain holders and build a better internet across Canada and around the world. .CA works with and is trusted by millions of individuals, SMEs, and entrepreneurs across Canada. A .CA domain declares your business or brand is a proudly Canadian space. Not only does it show your audience or customers you’re Canadian, but it also supports the Canadian economy and indicates that your business charges in Canadian dollars and that you truly are a Canadian resident who builds local recognition.

“Canadians are attracted to .CA more than any other domain name. If there’s a .CA in your browser, you can expect a connection to Canada”

Adam Eisner, CIRA

For starters, those in the trademark registration business know that connecting a .CA domain to a website or an online store can elevate the site’s credibility and provide an opportunity to bring unique messaging to a Canadian audience. A .CA domain can also be linked to a branded email or social media profiles representing the business’ online identity. Given that CIRA’s Canadian presence rules for registering a .CA domain name – only Canadian citizens, permanent residents, businesses, and holders of trademarks can register one – Canadian residents can be guaranteed a Canadian connection. This exclusivity makes an impression on Canadian customers, as demonstrated by a study from the Strategic Counsel noting that 85 percent of Canadians prefer shopping on a website with a .CA domain. As well, a poll conducted by the Canadian Federation of Independent Business (CFIB) shows 86 percent of Canadians surveyed say they prefer supporting Canadian businesses. With CIRA’s presence requirements, what else could demonstrate being a Canadian business more than a .CA domain?

A .CA domain will also likely put your business higher in local browser search rankings, according to trademark lawyer Zak Muscovitch. “If you’re a Canadian in Canada searching for a particular item or service, Google or other search engines will likely know you probably want a .CA website.” Muscovitch also tells his clients that a .CA domain can provide more options for naming a website, given that a preferred domain name will more likely be available. The inventory of .CA is more extensive compared with trying to register it under the .com domain, he says.

Says Muscovitch: “With .CA, you have a very good chance of getting one of your top domain name choices, something that you believe best represents your brand. With a .com domain, you might have to settle for something less than ideal – say, adding more words to the URL – or pay in the secondary market to get the name you really want with a .com at the end. That can get expensive.”

Adam Eisner, vice president of .CA and registry services at CIRA, says, “Canadians are attracted to .CA more than any other domain name – if there’s a .CA in your browser, you can expect a connection to Canada.” That includes essential factors like Canadian pricing and shipping rates, which are always important in e-commerce. As an example of how wedded some .CA users are to the domain, Connor Curran, “chief laundry folder” and founder of online t-shirt retailer locallaundry.ca, says: “I think .CA will always be the number one domain for us, partly because of the brand value that Canada has abroad, the quality that Canada brings, and the brand recognition. I believe that .CA has more brand appeal internationally than a .com does.” Muscovitch emphasizes to his clients that CIRA has focused on maintaining the integrity of the .CA domain through its rules around tying registration of the domain directly to Canada.

“It can be a lengthy process to get a .CA domain transferred from ‘bad faith’ registrants or domain name ‘squatters’ hoping to sell it for top dollar. It’s better for the client to register it themselves as soon as possible”

Zak Muscovitch, The Muscovitch Law Firm

The rules include being a Canadian citizen or permanent resident, a Canadian corporation, or an owner of a registered trademark or official mark under Canada’s Trademarks Act. Also, Muscovitch says that IP professionals such as himself can easily take their clients through the registration process and ensure they meet CIRA’s Canadian Presence Requirements. He adds that CIRA has strong requirements “because it is serious about keeping the .CA brand close to Canada.” He also advises clients about CIRA’s “robust” dispute resolution process where a brand owner can get back a domain if it was registered by someone else in “bad faith.”

CIRA has posted on its website all the decisions made under its dispute resolution process since 2002, with the majority of decisions ruling that the domain be transferred to the complainant. One recent decision involves the University of British Columbia initiating a complaint to have the blockchainubc.ca domain transferred to it from an entity that had registered the domain name in 2020 and was willing to sell it only at an “excessive price.” “This is not uncommon,” Muscovitch says. “Every IP professional should advise their clients that it can be a lengthy process to get a .CA domain transferred from ‘bad faith’ registrants or domain name ‘squatters’ hoping to sell it for top dollar. It’s better for the client to register it themselves as soon as possible.” Muscovitch says that even if clients he works with have an established business, he tells them it is still a good idea to have them register both .CA and .com domains. Why? Because securing both domain properties strengthens the client’s online presence and protects its brand as it grows. Proactively obtaining a .CA extension can avoid unnecessary disputes over the domain name and highlight the Canadian identity of the business. Eisner also encourages Canadian companies to give priority to the .CA domain, even if it is done in conjunction with another domain purchase. “Here’s the thing: domain names generally aren’t all that expensive. So, it’s never a bad idea to register both a .CA and .com domain – even to protect your brand and prevent a competitor from scooping up the .CA version of your .com,” says Eisner. “Think of it as cheap insurance. It is simple to have both the .CA and .com to get to the same website.” As Muscovitch puts it, taking the first step of registering a .CA domain “will be the best money” a business will ever spend to market itself to Canadians. So, help your clients protect their brand and strengthen their Canadian identity by securing a .CA domain. A .CA not only signifies trust and credibility but also ensures clients stand out in the Canadian market. Lock down the .CA domain for their business today and safeguard their digital presence for the future. Encourage your clients to act now by visiting lockdownthe.ca and claim their .CA before someone else does!

Maintaining the integrity of the .CA domain

Published Jan 20, 2025

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Identifying top-value propositions

So, what is the value proposition of the .CA domain extension that IP lawyers and professionals can impress upon their clients?

Current domains registered under .CA:

3,402,792

Builds trust with Canadian customers: To register a .CA domain, you must meet Canadian Presence Requirements, which signals credibility and security to Canadian customers. Protects your brand online: Having a .CA domain can safeguard your brand online and help protect against cybersquatting and impersonation. This can reduce risks to brand reputation and loss of revenue. Boosts online visibility: .CA domains are more likely to rank higher in local Canadian search results among Canadian users. Takes advantage of Canadian pride: A survey by the Strategic Counsel showed that the .CA domain is preferred by 85 percent of Canadians, reflecting a positive user experience. Gives you the domain name you really want: By choosing .CA, you’re more likely to get the domain name you feel reflects your brand. There’s less inventory with the .com domain, so you may have to purchase a longer domain name or something less than ideal.

Why register a .CA domain?

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