.XXX Domains & Brand Protection for Businesses

XXX Domain Registration

Adult XXX Domain Names Launch - Brands Protection

The Sunrise B Registration period, set aside specifically to allow business brand names to prevent the XXX domain extension from being used on their brands by adult web sites. The goal of this registration period is to give protection to businesses by providing the option of blocking registration on recognized brands to holders of copyright. The ICM Registry will honor requests from all brand holders for a one-time fee.

Brand Managers Prepare for .XXX Sunrise

Let’s be adult about it. The Internet is home to large volumes of adult content which is here stay. A new sponsor top level domain called Dot triple X is being launched in September, to clearly sign post adult entertainment on the Internet, the availability of the domain puts Internet users in control of the content that they want to view.

With adult triple x namespace directly indicating to consumers if a website is likely to contain adult material, they can now make an informed decision about content they wish to select or avoid. We understand that dot triple x is not for everyone, and that some businesses may not want to be associated with the domain.

That’s why we’re advising them to wake up the dot triple X sunrise. Dot triple X sunrise is a limited period which both permits domain registration for members in the adult entertainment business and also assists brand managers from other industries who want to protect their trademarks ahead of wider availability.

Dot triple X sunrise will run for fifty days from the 7th of September to the 28th of October, and has been divided into Sunrise A and B. Running concurrently, Sunrise A registers interest from the sponsored adult community, while Sunrise B has been specifically designed for companies outside the adult industry.

Sunrise B offers trademark holders an exclusive timeframe, where they can choose to opt out of the domain and exempt their brands of intellectual property permanently from dot triple-x. For a low, one opt processing fee, businesses can be secure in the knowledge that their web addresses will not be registered by others at a later date without any recurring charges.

If you or you company have trademark rights on any term of national effect, you are eligible to apply to opt in or opt out. Simply visit ICM Registry. The operator administering the Dot Triple X Domain, at www.icmregistry.com, and here you can view the list of ICANN accredited registrars. will be handling the sunrise process.

The weather side will also give you more details about the dot triple x launch, and what this means for your business. Following sunrise a land rush period will begin. This phase, which lasts for eighteen days, allows non-trademark members within the adult entertainment industry to register for dot triple x domain names ahead of the general launch.

The final phase, from the sixth of December, will see dot triple x open for general availability, protecting your trademark after the general launch could prove more difficult, expensive and time consuming. We believe it’s better to be proactive when it comes to avoiding brand conflicts. So now is the time to wake up to Sunrise.

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The press release announcing the Sunrise application period follows below:

Brands Managers Have 50 Days To Wake Up To .XXX Sunrise

July 17, 2011

ICM Registry extends Sunrise period following 900,000 expressions of interest for new TLD

17 July 2011, Palm Beach, FL – ICM Registry, the company behind .XXX, today announces it will be extending its Sunrise period due to the volume of prelaunch interest in the domain. The new sponsored top-level domain (sTLD) going live later this year, has been created to clearly signpost adult entertainment on the Internet and to meet the needs of the adult entertainment industry. ICM Registry received nearly 900,000 expressions of interest for .XXX domain names during its pre-reservation process.

The “Sunrise” period, due to commence in fifty days time, has been designed to both permit domain registration from members in the adult entertainment business, and to assist brand managers from other industries who want to protect their trademarks ahead of wider availability. The new Sunrise period will now run for 50 days commencing 7th September 2011 and finishing on 28th October 2011. The extended period will enable ICM Registry to receive and process all applications from existing domain name and trademark owners who have applied to either opt their brand in or out of the .XXX registry.

While ICM Registry holds responsibility for administering the .XXX domain name, it is working closely with individual domain registrars – the vendors handling the registration and exemption process for .XXX. The one-off fee to exempt, set by individual registrars, provides businesses with a cost-effective solution which to permanently safeguard their Intellectual Property (IP) within the .XXX registry. This service, which ensures web addresses are not registered by others at a later date, is without annual fees, and will only be available to rights owners during the restricted Sunrise period.

Stuart Lawley, CEO of ICM Registry said, “We believe the Sunrise period offers businesses a comprehensive rights protection mechanism where they can protect their brands and trademarks. We are advising businesses to either opt-in or opt-out and want to give them the best opportunity to do so at the launch of our new TLD. Given the high level of interest in the domain, we see that many businesses wish to be proactive in avoiding any brand conflicts.”

After the close of Sunrise, a Land Rush period will run for 18 days where businesses from the adult entertainment industry will have premium access to remaining .XXX web addresses, following which general availability will ensue. Sunrise applicants using registered marks to qualify will be required to own a subsisting trade or service mark registration of national effect.

Jonathan Robinson, Director, IPRota said “Although the .XXX extension is targeted at the adult entertainment industry, brand owners from any industry will need to be aware of its launch. The Sunrise period offers brand managers a unique opportunity to secure relevant trademarked terms ahead of wider availability, effectively safeguarding them.”

Lawley also added, “We wanted to take an innovative approach to the launch of .XXX and show best practice at all stages including investing in a global awareness campaign. ICM Registry believes in consumer choice, and while we believe the .XXX will satisfy the needs of the sponsored community, we recognise there is also an audience who would like to opt-out and safeguard their IP prior to the domain going live”.

The pre-reservation for .XXX is now closed, with on-going enquiries being handled by ICANN accredited registrars.

For more information, please see http://www.icmregistry.com

For media enquiries please contact:

Giles Barron
Email: giles.barron@diffusionpr.com
Tel: +44 20 7025 1504

Notes to editors

About ICM Registry

ICM Registry, headquartered in Florida, is the registry operator for the .XXX sponsored top-level domain as approved by ICANN in 2011. ICM provides the management and supporting infrastructure for this extension offered via registrars throughout the world.

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