After years of discussion and controversy, the Internet Corporation for Assigned Names and Numbers (ICANN), the organization responsible for coordinating the Internet's naming system, has finally approved the creation of a .xxx top-level domain (TLD). The .xxx TLD is intended to provide a well-defined location on the Internet for adult content. Trademark owners who are concerned about their brands beings associated with .xxx websites can take steps to prevent the use of their marks in new .xxx domain names.

ICM Registry, the company chosen to manage the .xxx TLD, offers a "sunrise" program to allow trademark owners who are not part of the adult entertainment industry to block .xxx domain names that correspond to their existing trademarks. The 50-day sunrise period will run from September 7 to October 28. At that time, non-adult industry brand owners may submit requests to block others from registering .xxx domain names containing any of their registered federal trademarks. Internet users that attempt to access such .xxx domain names will be redirected to an informational page indicating that the domain name is reserved. The block will be maintained for at least 10 years.

On November 8, a two-week "land rush" registration period will open for members of the adult entertainment industry. Afterwards, the general public will be allowed to register .xxx domain names beginning on December 6, on a first-come, first-served basis. At that time, brand owners that have state registrations or common-law trademarks may request registration of .xxx domain names in order to prevent them from associated with active adult content websites.

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