.aura

The mission of the .aura gTLD is to provide a secure, stable and broadly accessible namespace for individuals, businesses, organizations and other lawful users worldwide. “Aura” is an ordinary word generally referring to a distinctive atmosphere, quality or impression associated with a person, place or thing. The string was selected because it is recognizable, memorable and adaptable as an Internet identifier. Its possible meanings and associations are illustrative only and will not define or restrict the permitted uses of the TLD. .aura will operate as an open, general-purpose gTLD. Registrants will not be required to demonstrate any connection with a particular subject matter, activity, company, industry, profession, geographic location, belief system or community. Domain names may be registered and used for websites, email, digital identities, commercial activities, creative projects, informational resources and other lawful purposes, subject to applicable law, ICANN requirements and registry policies. The purpose of .aura is to expand consumer choice within the Domain Name System by offering a distinctive and versatile naming option for a broad variety of lawful users and uses. The Applicant intends to make registrations available through ICANN-accredited registrars, maintain appropriate rights-protection and DNS-abuse-mitigation mechanisms, and operate the registry in accordance with applicable technical, operational and contractual requirements. The namespace is intended to remain sustainable over time because it is not dependent upon a particular industry, market, geographic area, interpretation or category of registrant. Its general-purpose character will allow .aura to serve different users and adapt to evolving forms of lawful online activity.