Well, it’s finally happened. After nearly 11 years of controversy and debate, there’s a new kid on the domain extension block, and his name is .xxx. Approved in March by ICANN, the organization that oversees and manages the expansion and evolution of the Internet, .xxx is the newest top-level domain, designed to universally identify adult content on the Internet.
So you might be thinking at this point (if you don’t run an adult entertainment site), what does this have to do with me? Unfortunately, a lot. See, if you don’t act now to protect your domain name, trademark, company name or product, before you know it, you could find your brand associated with a pornographic site.
In fact, ICM, the registry operator that fought for the new domain extension, stands to make over $200 million a year from members of the adult entertainment community and from brands defensively registering their domains.
So, now that I’ve frightened you sufficiently, what should you do? Between now and Oct. 28, 2011, if your organization owns a federal trademark registration, you can file to block anyone from using that mark with the .xxx extension as a domain name (example: MGHus.xxx). Through domain registrars like Network Solutions and Go Daddy, intellectual property holders can pay a one-time fee to block the future use of their name with the .xxx extension. By submitting an application, your brand will be protected year after year. This process is being called Sunrise B – Block for Trademark.
To be eligible to participate in Sunrise B:
- The applicant must be the holder of a valid trademark or service mark that has obtained registered status in a country of the work prior to Sept. 1, 2011.
- The applicant does not intend to use the .xxx domain name to host a live website and will not participate in the Membership Application Process to become a member of the Sponsored Community.
- The applicant will complete all necessary Assignee Supporting Declaration Forms (if applicable) by Nov. 2, 2011 at 12 p.m. ET.
Visit Network Solutions or Go Daddy to begin the application process, and select the Sunrise B option.
If you don’t have a trademarked name, but still wish to protect your brand, you can pre-register to purchase any available domain with the .xxx extension through Network Solutions or Go Daddy. If you don’t participate in Sunrise B or pre-register, domains will be first come, first serve starting Dec. 6, 2011.
We highly recommend that you take the steps now (or contact MGH and we’ll help you through it) to protect your brand from what’s sure to be the first of many new online threats.
