Want to see the fresh Trademark Claims Notice in action? Here’s an example.

See what it looks like if you try to register a second level domain in a fresh TLD that matches a record at the Trademark Clearinghouse.

One of the rights protections mechanisms for fresh top level domain names is the Trademark Claims Notice.

For the first 90 days following a fresh top level domain name is available (post sunrise), domain name registrars must post this notice when someone tries to register a domain name that matches a mark registered with the Trademark Clearinghouse.

The notice explains that a firm claims trademark rights to the term you’re trying to register, but this doesn’t necessarily mean you can’t register and use the domain name in a way that violates the claimed rights.

To see the Trademark Claims Notice in action, go to any registrar that’s right now offering Donuts’ domain names. Type in Virtue.guru into the search box, and then proceed through the checkout process.

Here’s what you’ll see at eNom:

The message includes the firm that’s making the claim, the jurisdiction, class of goods, and the contact for the firm.

GoDaddy displays a similar message, as most of it is mandated by ICANN. The only differences I notice are:

* GoDaddy’s message appears immediately following adding the domain to cart, while eNom’s is later in the checkout process
* GoDaddy and eNom bold different sentences in the notice
* At GoDaddy you click a button that states “Acknowledge Claim” while with eNom you click a yes or no button saying “I agree to the terms.”

If you go ahead and register the domain name, the trademark claimant will receive a notice of your registration.

Of course, there are perfectly legitimate reasons to register a domain name such as virtue.guru. Fresh TLD applicants have expressed concern that this notice will have a “chilling effect” on registrations since people will be scared when they see it. They’re probably right.