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Trademark holders, public bodies and other groups have been able to apply for registration for since December. The European Registry of Internet Domain Names (Eurid), selected by the European Commission to run the domain name, says the interest has been “significant” and has already had 300,000 applications.
“The .eu land rush is about to begin, and registration for the .eu domain name will be open to all people and companies, regardless of whether or not they have a valid claim to it," says Neil Barton, director of Hostway. “Companies who don’t register for their domain name are effectively gambling with their brand identity, and they could be risking expensive and unnecessary cybersquatting cases."