Web hosting specialist Easyspace has today reported that the release of .XXX domains for pre-ordering has sparked a rush of interest from firms eager to protect their brands.
The .XXX domain name extension was intended for use by the adult industry as an easily identifiable home for pornographic material that would make it easier to police and prevent access ... or make it easier for people to find it, depending on your point of view.
However, Easyspace claims that of the hundreds of businesses that have pre-registered for the opening of the initial registration phase on 7 September this year, only 20% of them have any connection with the adult industry.
"Early indications are that non-adult industry businesses have realised the need to protect trademarks and brands in .XXX," said Easyspace MD Sarah Haran.
"As an officially accredited registrar of the new domain we are encouraging businesses to pre-register with us so we can submit their claims to ICM Registry quickly and efficiently," she said.
The first phase of domain registration, known in the trade as 'Sunrise' will last until 28 October and is intended for dedicated members of the adult industry with verifiable trademarks or matching .com domains to bag the name they want.
At the same time non-adult industry businesses, trademark and IP holders who want to block cybersquatters from taking control of, for example, Microsoft.xxx, can also stake their claims.
The implications for channel businesses are clear; it's time to start thinking about moving to protect your brand name.