Choosing a domain nameThe UK capital has become one of the first cities in the world to successfully secure its own gTLD domain name after ICANN signed off its application. London now joins New York, Berlin, Vienna and Paris as one of the few cities authorised to create domain names based around their titles.

In what has been reported as a major coup for the capital, businesses with addresses or trademarks in London will be able to pre-register specific addresses within weeks. After that, remaining domain names will be made available via a public auction, with competition for generic addresses like and expected to be particularly strong.

London mayor welcomes domain name decision

Commenting on the news, deputy mayor Kit Malthouse claimed: “It’s a huge opportunity for London businesses to market themselves and promote our city across the world.” Mayor Boris Johnson added, “Adopting the .london suffix will enable organisations to associate themselves more closely with our city’s powerful global brand.”

Some reports suggest that up to 20,000 expressions of interest for .london web addresses have already been lodged, indicating strong interest from businesses trading in the capital. There has not yet been any announcement from the other cities awarded gTLDs as to the levels of interest from their residents.

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