Dynamic Business

A new .eco internet address will help individuals, businesses, and organisations fight ‘greenwashing’ as part of a globally-backed bid launched this week in Sydney.

The Big Room Inc. led global consortium has the backing of the World Wildlife Fund and The David Suzuki Foundation for their bid for the .eco generic top-level domain (gTLD) that will serve to protect the integrity of the word “eco” and help consumers more easily identify environmentally and socially-responsible organisations and products over the Internet.

The .eco system will display current, detailed eco-information to anyone with a browser, anytime they need it, anywhere on the planet. It will do this by collecting information from people when they register .eco domain names for their companies, organisations, products, or even themselves and then display that information in an easy-to-digest format.

Big Room co-founder Anastasia O’Rourke said, “our goal is to create an information solution by using the global power of .eco to collect, store, and share sustainability information.”

If successful in its bid, the consortium has pledged to invest a significant portion of revenues from .eco domain name registrations back into environmental causes such as climate change, biodiversity, ocean protection, waste management and conservation – as determined by the environmental community.

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