The Internet Corporation for Assigned Names and Numbers (ICANN),
the international non-profit organization charged with creating
policies for use of the internet, recently approved the internet
domain ".xxx" for use specifically by the adult
entertainment industry. Companies outside the adult
entertainment industry that are concerned about their trade
names/trademarks being used in connection with a ".xxx"
adult entertainment domain name can apply to opt-out of
Owners of businesses who wish to protect their names from being
registered and used as part of the ".xxx" domain can
apply to ICM Registry, LLC (ICM), the company responsible for
operating the ".xxx" domain, to prevent the registry of
their trademarks on the ".xxx" domain. ICM has
established the Sunrise B process that runs from September 7, 2011
to October 28, 2011. During this time, owners of trademarks
registered as of September 1, 2011 may submit applications to have
their trademarks permanently blocked from ".xxx"
registration. When visiting a domain name registered under
Sunrise B, users will be directed to a standard informational page
indicating that the domain name is not available at
In the event that a Sunrise B candidate applies to have
registration blocked and a member of the adult entertainment
industry applies to have an identical registration approved, the
member of the adult entertainment industry will be given
preference. However, that member will be given notice of the
Sunrise B application and will not be able to claim lack of notice
in any subsequent dispute.
For more information about adult entertainment domain names and
the Sunrise B process, please visit ICM's website
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