A Global Network on Your Side

Working together to protect domain names and preserve the integrity of your namespace.

The World’s Premier Unified Domain Name Blocking Initiative

The Brand Safety Alliance (BSA) is the first industry-led domain name blocking initiative that offers innovative domain blocking solutions to help combat abuse and fraud in the digital space.

BSA works to increase collaboration between registries while providing proactive, scalable solutions like GlobalBlock to help protect brand integrity, reduce abuse across namespaces, and strengthen trust across the internet.

"The Brand Safety Alliance represents exactly the kind of forward-thinking solution the industry needs. It’s not just about protecting brand owners—it’s about reducing the cost and complexity of abuse for everyone”

- Brian Lonergan VP Product Strategy, Identity Digital
“The .ZA Registry Consortium is proud to support the Brand Safety Alliance in strengthening the protection of intellectual property online. This initiative complements our mission to ensure that the .za namespace remains a trusted and secure digital home for both South African and global brands.”

- Neil Dundas Executive Director for ZA Registry Consortium (Pty) Ltd (ZARC)
“We’ve seen firsthand how innovation and collaboration are key to reducing abuse. The Brand Safety Alliance enables us to deliver smarter protection for brands while improving the integrity of the domain space.”

-Brian Lonergan VP Product Strategy, Identity Digital
“We’re extremely proud of .top’s success and global reach - but we’re equally committed to a world where our registry success also supports the needs of intellectual property owners. Our involvement with the BSA is key to helping us reduce abuse and increase trust with .top.”

- Sven chen CEO of .top Registry

Brand Safety Alliance Partners

Meet the Brand Safety Alliance

The BSA is a GoDaddy initiative designed to bring together global domain registries under a shared commitment to innovation, accountability, and online brand protection. It’s the gateway for registries to participate in services like GlobalBlock—GoDaddy’s industry-leading platform for safeguarding digital identity across the domain ecosystem.

Built from industry expertise. Powered by GoDaddy.

Created by a team of domain industry veterans with decades of experience across registries, registrars, and brand protection, the Brand Safety Alliance bridges operational knowledge with future-focused innovation.

Here’s how it works

Brand Safety Alliance

Strategic program uniting registries in protecting online brand identities

Global Block

Core technology providing real-time domain blocking across 673 domain extensions

Brand Owners

Products designed to simplify IP management, reduce abuse and enhance consumer trust

GoDaddy

Parent initiative providing infrastructure and global DNS leadership