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Even if you don't have a sex site, .XXX can be yours

Screenshot of ICM Registry's infographic on the domain registration process for .XXX
Screenshot of ICM Registry's infographic on the domain registration process for .XXXICM Registry

In a rather anti-climactic development, without much fanfare at all, those companies that want to protect their brands from association with the sex site-focused ".XXX" domain will have the chance to do so for the next seven weeks.

While .XXX will likely serve as the go-to domain for adult entertainment sites, the ICM Registry understands that non-porn/pornish sites may have a stake in securing those domains as well. So under an initiative called "Wake up to Sunrise" ICM is offering the chance to grab corresponding .XXX domains in order to prevent others from snapping them up and leading unsuspecting folks to sites they probably don't want them to see. (Or not. To each consenting adult, his/her own. No judgments!)

Here's a video ICM has released to give people a step-by-step on how this will work:

Here's our condensed version (or see the infographic above): 

  • From now through Oct.28, "Sunrise A" will refer to adult trademarks and matching names that want the .XXX domain, at a cost of $209.99 for the first year (on GoDaddy.com). "Sunrise B" will refer to standard trademark holders who are "non-members of the adult sponsored community" and their going rate for the .XXX domain is slightly less at $199.99.
  • The second stage of domain availability will be called "Landrush" and will take place from Nov. 8-25, for $199.99 the first year. This will be open for "those who don't qualify for Sunrise A but want to secure a valued .XXX domain name and avoid first come, first served General Availability risks."
  • Finally, the "General Availability" stage will open up the domain process on Dec. 6 on a first-come, first-serve basis. Pre-registration for this will cost $99.99 for the first year.
  • To be considered part of the "Sponsored Community," sites have to meet the following qualifications:

Provide Online Adult Entertainment intended for consenting adults (“Providers”) (e.g. adult webmasters, performers, studios, store owners, club operators)Represent Providers (“Representatives”) (e.g. lawyers, agents, advisors, accountants, affiliates)Provide products or services to Providers and Representatives (“Service Providers”) (e.g. adult domainers, manufacturers, delivery companies, caterers, distribution companies, merchant account services, make up artists, stylists, hosting services)

What if applicants wrangle the same domain name? ICM answers: 

If both Sunrise A and Sunrise B applicants want the same domain name, priority will be given to the Sunrise A applicant to register the domain name. The Sunrise A applicant will have received notice of Sunrise B applicant's interest in the domain name and cannot claim lack of notice in any subsequent dispute between Sunrise A and Sunrise B applicants. If a domain name is subject to an application to reserve by at least one Sunrise B applicant, any Sunrise A applicant for the exact same domain name will be notified and will have the opportunity to withdraw the application(s) for the domain name. Also, the corresponding Sunrise B rights holder will be notified of the Sunrise A application(s). All Sunrise applications will be viewed as having arrived at the same time. The registry will NOT consider applications on a first come, first served basis.

And while some might not agree with the prevalence of sex-focused sites, they're not going away:

The Internet is home to a wealth of content, suitable for a wide range of ages and values. The adult entertainment industry has, and always will, account for a large amount of this content and while it is enjoyed by some, it is not suitable, or of interest, to all internet users. Regardless of your views on adult content, it's here to stay, so let's be adult about it.

As ICM's homepage declares: ".XXX isn't just coming it's here!"

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