As the Internet’s first major expansion since 2004 adds suffixes including .fail and .sex to the existing 22 names to the right of the dot, brand owners such as Coca-Cola Co. and Ford Motor Co. may be forced to pay up to prevent cybersquatting on a massive scale, said Daniel Jaffe, executive vice president of the Association of National Advertisers, a trade group whose members wield 10,000 brands. “The pressure to defensively register is tremendous,” Jaffe said in an interview.
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