A migrant-led small business has just two weeks left to protect its online identity and brand. Otherwise, they risk impersonators, web-name ‘campers’, or cyber criminals taking over the domain names just like theirs. This warning was echoed by Australian Small Business and Family Enterprise Ombudsman Bruce Billson.
“The domain names of many migrant-owned and led businesses are often tied to their cultural identity so they cannot afford to have their digital identity sold to someone else,” Mr Billson said.
“One in three small businesses are run by people who have moved to Australia from overseas and these businesses make a valuable contribution to the vibrancy of the community and vitality of the national economy.
“My message to them is don’t get caught short when it comes to the shortened .au domain name.”
A new system is being introduced, allowing anyone with an Australian connection to register .au domain names. A shorter name can be used instead of domain names ending with .com.au, .net.au, .asn.au, etc. For example, philtimes.com.au could be philtimes.au.
As a result of this change, Australian businesses with existing domain names will have until 20 September to reserve or register their equivalent .au domain names before they become available to the general public. This is being imposed by the non-government regulator, .au Domain Administration (auDA).
“With only a fortnight to go until the 20 September deadline, my worry is that hardly any migrant-led small businesses I’ve met are aware this is taking place,” Mr Billson said.
In his words, Mr Billson wanted to make sure that all small businesses, especially those run by overseas immigrants, understood that not registering your existing business name by this date could result in catastrophic consequences for your business if a competitor or someone else takes it.
“So many of the stories of how migrants have created and grown businesses are inspiring,” Mr Billson said. “There is no doubt our culture, local business communities, and the choice of goods and services available to consumers and other businesses, are enriched by their presence.
“Small businesspeople take on a big and often stressful responsibility. It is not just an enterprise but their life – often their home and mortgage, family and identity are all tied together.
“We need to do everything we can to make sure their key digital asset – their domain name – is protected.”
“Ask yourself, would I be upset if someone else had the .au version of my existing domain name? Would I feel the digital engagement I’ve developed with my customers would be compromised if I didn’t have that abridged version?
“It’s worth spending a few minutes and a few dollars to protect your digital assets, to reduce the risk of squatting on your domain name or someone demanding much more money down the track to sell your name back to you.”
According to Mr Billson, auDA should extend the 20 September deadline for 12 months because of the rollout and lack of awareness of the new system. There have been similar concerns expressed by other small business groups. The request was rejected by auDA.
Similarly, the Australian Cyber Security Centre has issued an alert warning that ‘opportunistic cybercriminals’ might register your domain name in an effort to impersonate your business.
“With all the challenges small business owners and leaders are facing now, the last thing anyone needs is someone ripping off their domain name,” Mr Billson said.
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