Unstoppable Domains, a Web3 name service, has announced its inclusion in GlobalBlock, a new domain name blocking service recently launched by the Brand Safety Alliance (BSA). According to the company, this integration marks a significant milestone in improving brand protection strategies for the digital era.

Originally conceived for traditional Web2 addresses, domain blocking is a system that allows worldwide brand owners to prohibit the registration of domain names that mirror their brand, product, or service. The blockage prevents malicious actors from utilising these names for fraudulent activities, such as brand impersonation, copyright infringement, and IP hijacking.

The BSA was established with an objective to develop innovative digital brand protection solutions, with the ultimate goal of protecting brand owners from the misuse of their trademarks, IP, and domain names. The advent of GlobalBlock, combined with the Unstoppable Domains partnership, now extends domain blocking capabilities across Unstoppable Domains' 20 web extensions and partner extensions, including, amongst others, .nft, .crypto, .x, .dao, .888, .polygon, .blockchain, and .klever.

Tony Kirsch, Brand Safety Alliance's Commercial Director, commented, "By integrating Unstoppable Domains into the GlobalBlock service, we're not only expanding our protective measures to the forefront of technology but also offering a broader solution to help protect brand owners online." The advent of GlobalBlock grants brand owners a robust tool against brand infringement, permitting the blockage of names and extensions that correspond with the brand across a vast array of domain extensions - a feature of high value in the rapidly expanding Web3 space.

"GlobalBlock is ushering in a new era of brand protection, and we're excited to be part of it," said Sandy Carter, COO and Head of Business Development at Unstoppable Domains. She emphasised the value of this innovation for brand owners intending to register their own Unstoppable Web3 domain, to prevent their digital identities from any form of misuse. The inclusion of Unstoppable Domains in GlobalBlock equips businesses worldwide with the advanced tools they need to protect their company's brand ahead of the internet's future.

Founded in 2018, Unstoppable Domains is building a platform for user-owned digital identity. Unstoppable Domains offers Web3 domains minted on the blockchain that give people full ownership and control of their digital identity, with no renewal fees. With Unstoppable Domains, people can replace lengthy alphanumeric crypto wallet addresses with a human-readable name and log into and transact with hundreds of apps, wallets, exchanges and marketplaces.