ICM opens .xxx adult domain for early registrations

ICM Registry has begun accepting 'sunrise' registrations for the .xxx top-level domain (TLD), allowing companies to lay claim to the new addresses.

ICM will work with multiple registrars to help companies register or exempt themselves from the new TLD, which has been designed primarily for adult web sites.

The 50-day sunrise registration period ends on 28 October, and allows brands and trademark holders to lay claim to addresses associated with their names and products.

A land-rush period will then run for 17 days to 8 November, after which general availability will be offered.

The registration ends a long and tumultuous process for the new TLD, after advocates fought to establish a dedicated TLD for adult sites.

ICM has already acted to preempt any possible misuse of the domain by banning some 15,000 celebrity names from being registered.

The .xxx domain supports daily malware scans, and aims to provide a safer environment while offering benefits for service providers and those looking to block adult content.

"It is also a win for the adult entertainment industry as .xxx helps to ensure that responsible adult content is easily identified online, leading to greater and more predictable revenues," said ICM chief executive Stuart Lawley.

"And finally it's a win for those who want to avoid adult content online. Internet users will be in no doubt about the underlying content of the sites and have the tools to avoid them."

The timing of the launch could also drive business for registrars, according to Ben Crawford, chief executive of registrar CentralNic.

The German .com.de is the only other TLD to launch this year, and many companies will be able to protect their brands from domain squatters, particularly with the domain's policy of charging a one-time fee to register.

"It is not like brands are facing hundreds of these registrations. They only have a couple and they are not even going to notice that on their budget. The timing is good and the offering is smart," Crawford told V3.