ICM Registry has created a new namespace in a bid to promote a responsible approach to adult content on the Internet.
The new sponsored top-level domain (sTLD) for the adult entertainment industry-.XXX- is open for registration to brand and IP holders inside and outside of the sponsored community.
Offering clear signposts to its location online, the new namespace registrations begin with a 50 day Sunrise period. ICM Registry gives businesses both inside and outside of the adult industry an exclusive timeframe to register or exempt themselves from .XXX, ending on 28th October 2011.
ICM has also scheduled a Land Rush period beginning from 8 November that will run for 17 days. This period will enable businesses from the adult entertainment industry to have premium access to remaining .XXX Web addresses.
General availability will ensue after both the Sunrise and Land Rush periods end.
ICM Registry is working with more than 50 individual domain registrars around the world who are handling the registration process for .XXX sites that will be scanned daily by McAfee for malware.
Those Sunrise applicants who use registered marks to qualify will be asked to own a subsisting trade or service mark registration of national effect.
"We believe .XXX creates a "win, win, win" situation, with benefits for consumers of adult material, for adult entertainment providers and for those wishing to avoid adult content. With all the sites malware scanned daily and properly labelled, it's a win for consumers of adult content who are now able to identify and select the sites they wish to visit more easily and safely," said Stuart Lawley, CEO of ICM Registry.
"It is also a win for the adult entertainment industry as .XXX helps to ensure that responsible adult content is easily identified online, leading to greater and more predictable revenues. And finally it's a win for those who want to avoid adult content online, with Internet users in no doubt about the underlying content of the sites and having the tools to help avoid them."
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