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Why isn’t there more interest amongst IP owners in blocking key terms under .xxx?

3 years 7 months ago

The sunrise for .xxx, the top-level domain for the adult entertainment industry, opens on 7 September 2011. We are swamped with enquiries from trademark owners, many of them new to us, seeking to protect their terms. However, we don’t see other registrars offering .xxx.

Those who parade under the name ‘brand protection registrars’ don’t feature .xxx on their homepage. And it was only yesterday that Go Daddy, the world’s largest retail registrar, announced its prices for the .xxx general availability, after the sunrise is over. At $100 a year, this is much higher than Go Daddy’s usual ‘pile ‘em high, sell ‘em cheap’ rates that have won it a 30% market share of all .coms. Is this reluctance to promote .xxx a sensitivity about the purpose of this domain? Are registrars worried about being seen to promote pornography?

We believe that the best defensive position for trademark owners is to block their key terms in the .xxx sunrise. ICM Registry, operators of .xxx, has developed an innovative package for IP owners: the Whois record will not show your identity and anyone looking on the web for your brand under .xxx will find a white label site without any connection to you. We feel that assisting our clients to protect their marks under .xxx is not promoting pornography but best practice for a corporate registrar. That’s why we are charging a fee as low as £165 for an early bird (pre-7 September) application covering a 10-year period, inclusive of the official fees of $162 for a block under Sunrise B.

ICM has over one million advance registrations from members of the adult entertainment industry. When the landrush opens, there is going to be a stampede. Brand owners who have not blocked their key terms could find themselves in a very embarrassing position.