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New generic top-level domain names (gTLDs) are the highest level of domain names in the domain name system (DNS); their number has been restricted to twenty-two for several years, and ICANN has implemented restrictions on the ways in which they are operated. The new gTLD programme, proposed by the Internet Corporation for Assigned Names and Numbers (ICANN) in early 2013, enables businesses and organisations to apply for their own customised top-level domain names, thereby greatly expanding their current number. ICANN’s move is the most recent controversial one in a subfield of DNS management and internet governance, already rife with political and economic controversies. What are the implications of this 'turn' to new gTLDs? This article attempts to outline them, and addresses the impact of the new gTLDs programme on Europe’s action-taking in the internet governance realm. The article also considers the likely impact of the new programme on ICANN’s governance and weight vis-à-vis other important internet governance actors.

New global top-level domain names: Europe, the challenger