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“First Come, First Served”: Staying Strong, but Harder to Navigate

That principle still matters. In fact, one of the clearest messages from our recent panel discussion was that “first come, first served” is not disappearing. Despite the many changes in the domain ecosystem, it remains one of the core foundations of the industry and continues to shape how domain names enter the namespace. The panel was joined by Lars LG Forsberg from iQ Global, Ronald Geens from DNS Belgium and Iveta Skujina from NIC.LV. The panel was moderated by Mare Vahtre, Head of Marketing and Communications at the Estonian Internet Foundation.

At the same time, the panel made another point just as clearly: while the principle remains, the environment around it has become much more complicated. 

The principle remains, but the ecosystem has changed

Today, domain registration no longer exists in the simple form many of us associate with the early internet. The path to registration is influenced by a growing number of factors: trademark protections, disputes, sanctions, identity verification requirements, premium names, secondary markets, and other regulatory or market-based mechanisms.

This means that “first come, first served” now operates in a more layered reality. There are already many exceptions, qualifications, and processes surrounding it. Yet that does not mean the principle itself has lost its value. Rather, it shows that the principle has had to adapt to a more complex digital environment.

The panelists agreed that this is not necessarily a sign of decline. In many cases, these developments reflect an effort to keep the domain name system fair, secure, and trustworthy under modern conditions.

Complexity is growing for the regular user

Where the discussion became especially important was from the perspective of the ordinary end user.

For domain professionals, the current system may feel manageable. For businesses, rights holders, and regular registrants, however, the ecosystem can be much harder to understand. The user may need to navigate questions around prior rights, registration conditions, validation requirements, and market practices that are far from obvious at first glance.

This is why one of the strongest conclusions from the panel was that efficient communication is key.

If the system around domain registration has become more complex, then registries, registrars, and the wider industry have a responsibility to explain that complexity clearly. Users should not be left to discover important restrictions, risks, or opportunities by accident. Transparent and accessible communication is now essential to keeping the registration environment fair in practice, not only in theory.

Domain auctions - good example of change for the greater good

One concrete example discussed by the panel was domain auctions for deleted domains.

At first glance, auctions may seem like a departure from the traditional “first come, first served” logic. But the panelists agreed that, when designed well, auctions are actually a fair and transparent way to bring deleted domains back to the market.

Instead of allowing access to depend on hidden processes, insider knowledge, or technical speed alone, auctions can make the allocation process more visible and structured for the wider community. In that sense, auctions are an example of how the principle may evolve without losing its underlying purpose.

This is an important distinction. Not every change to traditional registration practice weakens fairness. Some changes can strengthen it, even if they alter the mechanics of how access works. The key question is whether the process remains transparent, predictable, and broadly fair.

Domains are not becoming a niche or exclusive product

Another important takeaway from the discussion was that, at least today, there is no reason to fear that domains are becoming a niche or exclusive product.

Most domain names are still registered directly through registrars, and in some cases through registries. The registration market remains broad and accessible. Domains continue to be a mainstream tool for individuals, organisations, and businesses to establish their online presence.

That matters, because it shows that while the system has become more sophisticated, it has not become closed. Domain names are still widely available and remain a fundamental part of the open internet.

At the same time, domains are more valuable than ever

Yet accessibility is only one part of the story. The panel also recognised that domain names are now more important than ever as a business asset.

Protecting a brand’s or business’s online identity has become increasingly critical in a digital environment shaped by scams, fraud, impersonation, and abuse. A trusted name can easily be misused because people already associate it with credibility. That makes domain names more than just technical identifiers. They are tied directly to reputation, trust, and commercial value.

In that sense, the modern domain occupies two roles at once. It is still part of a broadly open registration system, but it is also a high-value digital asset that can carry real legal, economic, and security implications.

That tension is likely to remain with us. The industry must continue to preserve openness and equal opportunity, while also recognising the need to protect businesses, brands, and users from growing online risks.

The way forward

The discussion did not suggest that the industry should abandon “first come, first served.” On the contrary, the panelists saw it as a principle worth preserving. But preserving it does not mean pretending nothing has changed.

The domain ecosystem is more complex than it used to be. Some exceptions and evolved practices are now necessary. Some, like transparent domain auctions for deleted domains, may even strengthen fairness in today’s environment. At the same time, that growing complexity places a greater burden on the industry to communicate clearly and help users understand how the system works.

The challenge ahead is not whether the principle will survive. It will. The real challenge is ensuring that it remains meaningful, understandable, and fair in practice. Because in today’s internet, domains are still open to many, but they are also more valuable, more sensitive, and more important than ever.