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Businesses Can Buy Exemption from .xxx Domain Registry

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XXX by Thomas Claveirole on Flickr

Image by Thomas Claveirole on Flickr

As we mentioned back in May, ICANN has approved the .xxx top-level domain.

When the new .xxx domain comes into effect, businesses will have the opportunity to protect their own names from potential cybersquatters—for a fee payable to the company that will be running the .xxx domains.

Why would businesses want or need to protect themselves? First of all, the .xxx domain is intended to create a kind of adult entertainment hub online—and that is something that many businesses may not want to their names linked to.

More pressing, however, is that just as with other domain suffixes, potential cybersquatters may be anxiously awaiting the opportunity to take developed brand names, add an .xxx domain suffix, then sit back and wait until the companies, whose reputations may suffer with the x-rated connection, come to the bargaining table.

And so, ICM Registry, the company managing the .xxx domains approved by ICANN earlier this year, is offering businesses the opportunity to permanently block their names from having an .xxx tacked on for $200 to $300, according to Financial Times, but the exact fee has not yet been announced.

The window for requesting exclusion from the list of available domain names with an .xxx suffix is September 7 to October 28; this period is called “Sunrise B” whereas “Sunrise A” will be open for those who want to register .xxx domains. If requests from Sunrise A and Sunrise B periods are for the same name, priority will be given to the Sunrise A request; the Sunrise A applicant will also be given notice about Sunrise B’s exemption request.

Then, according to PC World:

After the close of the Sunrise period, a “Land Rush period” will run for 18 days during which businesses from the adult entertainment industry will have premium access to the remaining .xxx web addresses. The next stage will be general availability of the remaining .xxx web addresses.

Businesses have long had to guard against cybersquatters buying up various domain suffixes attached to their brands, but Financial Times predicts that ICM Registry’s system “will be cheaper than the current cost of protection.”

ICM’s Registry’s President Stuart Lawley insists that the extra fees won’t be creating a windfall for the company but instead will go to offset costs it will incur from running credential checks on trademark owners.

Would you consider buying an exemption from the .xxx domain registry for your business?

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July 21st, 2011 at 7:30 am