ICM Registry allows brand holders to opt out of .xxx porn domain

Controversial domain registry ICM Registry is warning brand holders to be prepared for the launch of the .xxx sunrise registration period on 7 September or risk missing out on the chance to defensively register a name under the new top level domain for the adult entertainment industry.

ICM Registry said that it is extending the sunrise period from 30 to 50 days, from 7 September until 28 October 2011, after an overwhelming response which saw 900,000 expressions of interest for .xxx domain names during the pre-reservation process.

Given the unique nature of this specific domain, the registry is working to provide brand holders with the chance to pay a one-off exemption fee to ensure that their .xxx domain can never be bought by others. This will help to avoid the risk of cyber squatting by scammers looking to exploit and monetise their brand.

Brand owners are usually forced to defensively register any new top level domains on a regular basis to ensure they do not fall into the hands of others looking to exploit their trademark, which is often a time-consuming and costly task.

"Xxx has been designed for the adult entertainment industry, however ICM Registry understands that businesses outside of this sector might not want their brands to be associated with the extension," ICM chief executive Stuart Lawley told V3.

"As a result of the unique nature of the content we can expect to see on .xxx sites, it is appropriate to offer an exclusive opportunity to opt trademarks out of use from the registry for a one-time fee."

Although the fee is set by registrars, it will be in the region of $200-300, he added.

However, if there is competition for a specific domain name from an 'adult brand', they will be given priority at registration, according to ICM. Applicants trying to actively register the same name will be subject to an auction process to decide the winner.

A land rush period of 18 days will follow the sunrise period when businesses from the adult entertainment industry will have access to the remaining .xxx web addresses, following which there will be a general availability period.

It has taken Florida-based ICM Registry a long time to get this far. Internet oversight body Icann was forced to make an embarrassing about-turn in 2010 after an independent review panel adjudged that its previous decision to deny .xxx was wrong.

Icann initially approved ICM's application for the .xxx domain in 2005, but reversed its decision in March 2007, after what many believed was unfair influence from right-wing US groups and the Bush administration at the time.