The net's regulator, Icann, voted unanimously to relax the strict rules on so-called "top-level" domain names, such as .com or .uk.

The decision means that companies could turn brands into web addresses, while individuals could use their names.

A second proposal, to introduce domain names written in Asian, Arabic or other scripts, was also approved.

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However, the cost of setting up a domain - at least initially - will be an expensive business.

"We expect that the fee will be in the low six figure dollar amounts," said Dr Twomey.

The organisation has already spent close to $10m on the proposals - set to rise to $20m - and needs to recoup the costs.

"The costs of developing and implementing this policy will be borne by the applicants," he said. "But we're certainly not setting this up for profit."

(courtesy of the BBC)