The adult entertainment industry occupies a large place on the
Internet, and some of these sites can be difficult to identify. For
nearly ten years, consumer advocacy and child protection groups
have been pressing for the creation of distinct domain names
reserved exclusively for adult entertainment. On March 18, 2011, in
response to this pressure, ICANN (the Internet Corporation for
Assigned Names and Numbers) decided to allow the creation of domain
names ending in .xxx.
Because they are more easily identifiable, sites using the .xxx
extension will be better able to target their intended public and
will also be more easily blocked by parental control and corporate
Internet monitoring software. ICANN has approved an organization
called the ICM to monitor the granting of .xxx domain names and an
organization called IFFOR to oversee development of the standards
that future .xxx websites must meet.
More than 500,000 domain names ending in the .xxx extension have
already been reserved and should be activated as of summer 2011. In
order to avoid abusive registration of domain names ending in .xxx
(e.g. www.fasken.xxx), the ICM has implemented a rights protection
mechanism (RPM) for the launch period of the new domain.
This three-stage protection mechanism includes the "Sunrise
B" stage, a period where trade mark holders who are not
involved in the adult entertainment industry and who wish to
prevent their name from appearing in a .xxx web address can do so
by registering with the ICM at the following address: http://www.icmregistry.com/.
The "Sunrise B" period is set to begin in June 2011
and will last for approximately 30 days. A nominal fee (not yet
announced) will be required to cover the costs surrounding blockage
of the domain name. In addition, a 90-day opposition window will
open on May 30, 2011, during which trade mark owners will be able
to block the activation of domain names including their trade marks
reserved by third parties during the "Sunrise A" period
(the preregistration period for the adult entertainment
It will still be possible to register with the ICM when the
"Sunrise B" period is over, but recurring annual fees may
then be required. The ICM will also be creating a "Rapid
Takedown" mechanism to cancel clearly abusive registrations
and those made in bad faith. That being said, registration with the
ICM during the "Sunrise B" period should be the most
affordable and effective preventative measure for blocking
registration of a .xxx web address that uses your trade mark.
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