This fall, an online "red light" district will commence, with the launch of a new top level domain extension .xxx intended for use by the pornographic and adult website industry (the "Sponsored Community").

For trademark owners seeking to prevent the risk of their brands being registered as, or associated with, .xxx domain names, a Sunrise "B" Period, expiring October 28, 2011 – allows individuals and business to seek to block .xxx domain registrations which reference their registered trade-marks. At the conclusion of the Sunrise Period if no other applicants for the same domain name have been filed, a blocking registration will be granted which will not display any content or host a live website for a period of ten (10) years. If there is a competing application by a member in the Sponsored Community at the end of the Sunrise Period, the member of the Sponsored Community will be given preference with notice of the competing claim.

Trademark owners should consider pursuing a Sunrise B blocking registration to avoid the risk of having their brand(s) associated with X-rated or other Adult themed online content. If you are concerned about the impact of .xxx domain names on your business and its brands please do not hesitate to contact us for further information:

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.