Described by some as the ‘internet’s red light district’, it will be interesting to see if the launch of registrations for the .XXX domain today will indeed help to separate the mainstream web from pornographic websites.
From today, 7 September, brands can request to have their names blocked from use with the new .xxx suffix, which will go live next year.
ICM Registry is administering the .XXX domain launch.
Brand holders and IP holders who want to register will have a sunrise period of 50 days to submit their applications.
Companies and individuals that do not want their names associated with pornography have the option of paying a one-off fee of up to US$300.
In March, the board of ICANN approved the .XXX top-level domain for adult entertainment sites.
Irish hosting firm Blacknight is among the first hosting providers that will be working with ICM Registry to sell the new .xxx domains.
Speaking with Blacknight CEO Michele Neylon around the time of the approval by ICANN, Neylon took the view that providing a .xxx top-level domain will help to resolve the problem of people unintentionally coming into contact with websites that contain adult material because there will be an easily identifiable mark – the end of the web address.
“When it launches we expect there will be some good uptake from the adult industry but also from other industries who wish to register a .xxx with their company name and then bury it for brand protection,” he said.
