By Mike Worsnop - 4 Oct 2011
Internet domain names (or websites) are regulated by a body
called ICANN. Earlier this year ICANN agreed with ICM Registry to
create a new type of domain name, ".xxx." The new domain is
intended to be a clearly labeled place for adult entertainment.
From 6 December 2011 the public will be able to purchase .xxx
domain names. Before that date there is a 'Sunrise Period'
for trade mark owners to apply to the Registry to block their own
trade marks from being registered by third parties as .xxx domain
names. This will allow trade mark owners to protect their
brands from being associated with unrelated adult entertainment
content. Trade mark owners have until 28 October 2011 to make
this application.
There is no guarantee that an application will be
accepted. During the Sunrise Period trade mark owners from
within the adult entertainment "Sponsored Community" can apply to
register their trade marks as .xxx domain names. If a member
of the Sponsored Community applies to register the same domain name
as a person applying to block the domain name, priority will be
given to the member of the Sponsored Community.