What happens if you don’t register a .au direct domain?

You don’t have to register the .au direct domain if you don’t want to. This process is optional and does not affect your existing .au domain names. Your existing name in the .au domain will continue to operate as it does today, provided you keep your registration up to date, however, it’s important to consider the risks of not doing so, including cybersecurity risks.

Your domain name is an important part of your business – its identity, brand and marketing. If you choose not to secure .au direct domain, then following the end of the priority period on 20th September 2022, it will become possible for others to register it.

It’s generally a good idea to register the different endings of domain names, such as the .com and the .com.au versions. The same thinking applies to new .au domains. That’s why the ACSC recommends that all Australian businesses with existing domain names register the .au equivalents.

If you don’t register the .au alternative, it’s also possible that someone else could step in and take it. Consider this risk carefully and how it might affect your business and its operation in the future. This could create an opportunity for someone to impersonate your business and conduct fraudulent cyber activity, such as creating a fake website or sending emails to people pretending to be your business.

Your clients might not spot that the invoice they’ve just received was from accounts@yourbusiness.au and not your actual email address accounts@yourbusiness.com.au. Activity such as this can result in you and your clients losing money and it can also be a hit to your reputation and the level of trust your customers have with you.

Tracing cybercriminals can be difficult, and it can also be complicated to regain a domain name once it is registered to someone else, so as always, prevention is key.

The new .au domain names can be a good opportunity for you to secure a shorter website name for your business, helping you appeal to customers, create trust and improve your marketing. However, it’s also important to protect your business, your clients or customers, and yourself during this process.

It’s important to use the priority registration period from now until 20th September 2022 to register any .au domains that you’re entitled to claim. This will ensure no one else can access them once the priority registration period ends.

Contact support@tropics.net.au for further info