The expansion of the domain name system has fundamentally changed the legal significance of top-level domains (TLDs). While UDRP panels have traditionally regarded the TLD as a largely technical element that plays little role in assessing confusing similarity, the decision concerning bvlgari.bar and bvlgari.baby demonstrates that this approach is evolving. The panel considered that the semantic meaning of the extensions reinforced the association with BVLGARI’s business activities, making the disputed domain names more likely to mislead Internet users and supporting findings of confusing similarity, lack of rights or legitimate interests, and bad faith registration and use. Beyond analysing the decision itself, the article argues that not all domain name extensions carry the same legal or commercial significance. As the number of descriptive and industry-specific TLDs continues to expand, their contextual meaning may increasingly influence cybersquatters’ strategies, consumers’ perceptions and panels’ reasoning. The article concludes that brand owners should adopt a more selective and risk-based approach to domain name portfolio management, prioritising defensive registrations and monitoring efforts in extensions that are particularly relevant to their products, services or industry.