Much has been written already about the rise of the .xxx domain. Many brand owners may assume that because they are not in the .xxx business, there is nothing they need to do. To the contrary. Whether or not you are in the naughty bits business, the new .xxx domain requires a decision, and the clock is ticking.
Defense, for Companies not in the XXX industry:
Earlier this year, ICANN (Internet Corporation for Assigned Names and Numbers) approved a new top level domain name extension. The new domain name extension .xxx is primarily intended for adult entertainment sites and companies. However, if you are not in the adult entertainment industry, you still must consider registering or blocking a .xxx domain to protect your company’s brand. Consider the potential attractiveness to .xxx cybersquatters or pranksters of YourBrand.xxx. Not a pretty thought.
From now until October 28, 2011 brand owners can register or block their trademarked name with the .xxx extension during the so-called Sunrise period, which has two phases. This would prevent someone else from claiming a URL with your company’s trademarked name with the .xxx extension.
The blocking period is set for a minimum of 10 years, and could be longer if ICANN extends the contract with the current operator of the .xxx domain, or if a new operator maintains the existing blocking records. It is important to know that it will not be publicly shown which organization has applied for the blocking of a .xxx domain.
Again, the Sunrise phase ends on October 28, 2011. If you have not registered or blocked use of your trademarked name or brand with the .xxx, then start the process now.
Offense, for adult entertainment companies:
Brand owners who are active in the adult entertainment field or owners of erotic websites activated before February 10, 2010 can reserve their .xxx from now until October 28th.
After October 28, the Field Opens Up
The Landrush period occurs from November 8, 2011 to November 25, 2011. This is a time when .xxx domains can be applied for without additional requirements. The domains will be distributed not based on “first come, first served”, but through a private auction at the end of the Landrush application period.
The Free Registration period starts on December 6, 2011, and will allow anyone to register any available .xxx domain through a “first come, first served” process.
If you have questions or need help navigating this brand protection process, reach out to your regular web professionals, or drop us a line here at Threshold Counsel, at the Make Contact spot.