This Comment argues that courts should apply publicity rights law to celebrity names used as domain names. Part I traces the origins of publicity rights law and examines its development as an economic doctrine, establishing when the right of publicity exists, which states uphold this right, and to whom it applies. Part II considers the issues surrounding the extension of publicity rights to domain name disputes, and discusses both the policy rationales for this extension as well as the obstacles to applying the doctrine to these disputes. Part III argues that courts should apply publicity rights law to domain name disputes and demonstrates the feasibility of this proposal by elucidating characteristics, unique to domain names and publicity rights, that help overcome the obstacles. This Comment concludes that the application of publicity rights law to the Internet is a judicially practicable and desirable way to resolve celebrity domain name disputes.