.xxx porn domain opens for business

It’s been a long time coming. The idea of the .xxx top level domain (TLD) was first been proposed back in 2000, and after eleven years of rejection, resubmission and no end of controversy, it was finally approved by ICANN earlier this year.

The new TLD was created “to promote a responsible approach to adult content on the internet and offer clear signposts to its locations online”, according to Stuart Lawley of ICM Registry, the Florida-based firm that has driven the campaign for .xxx over the past decade, and which is now responsible for managing domain name registrations for it. “Regardless of what your personal views are on the existence of pornography on the internet, at least .xxx will give people the information they need to make a choice,” he added.

Today marks the beginning of a so-called ‘sunrise period’ of fifty days, in which companies, brand owners and celebrities will be able to submit bids for their chosen domains. The bidding is open not only to those directly involved in the adult entertainment industry, but also to those who wish to protect their brands, or even their personal reputations.

BBC News highlighted the example of porn star Teresa May, who might wish to register her own domain to promote herself; whereas UK Home Secretary Theresa May might wish to protect her name and avoid any confusion with the busty porn star. Those wanting to register a domain for this sort of protection and prevention will be asked to pay a fee of around $150-$300.

A company such as Apple, for example, might also wish to prevent anyone else from registering apple.xxx, if it felt this might do harm to its brand reputation. ICM Registry explained that the company is “sensitive to non-industry brand owners who do not want their trademarks associated with adult content”. ICM has already barred the names of many public figures from being registered with .xxx domains, including barackobama.xxx and beyonce.xxx.

After the sunrise period, adult entertainment sites will be offered general access to purchase .xxx domains for seventeen days, after which domain registrations will be open to all. Neowin.xxx, anyone?

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26 Comments

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I can't believe it was finally approved - some people never learn. honestly though, if someone does come up with a domain called
Apple.xxx and Apple believed it was damaging to their brand reputation, I'd say prove it. As for UK Home Secretary Theresa May,
pay the $300 if you must to protect your name but to be mistaken for a famous porn star? things could be a lot worse.

RealFduch said,
Why did you mention "Apple" even in this unrelated article?
Do they pay for subliminal messages?

Hey, maybe I want to see some Apple porn

Because it was the first tech brand that popped into my head as I was writing the article. Didn't give it any more thought than that. Didn't expect someone to jump on it, and over-analyse it to the point where an arbitrary choice would be portrayed as being part of a bigger commercial conspiracy.

Incidentally, of all the places that Apple might want to pay for a mention, an article about online porn doesn't really seem like the most likely, logical or intelligent choice, given the company's "folks who want porn can buy an Android phone" stance.

gcaw said,
Because it was the first tech brand that popped into my head (...)

Proof of Apple's marketing at is best. they´re brand was the first that popped in your head. That's the dream of every company.

My original draft for the article included a most tasteful photo of her, but the editors said no. In retrospect, I'm not sure if it was the picture of her, or the picture of UK Home Secretary Theresa May, that they took greater objection to - but I can certainly see it from both sides.

More to do with $ ($150-$300) than anything else. "signposts" etc all sound very nice. They'll make just as much from those wanting to avoid the association as those that want the address and they know it. I don't care what anyone says, this approval entity is getting a piece of that cash.

If it was $10 to register it would be different.

Shadrack said,
Finally! We can now get porn on the Internets.

yes!

also, good article, but where are the links to these domains? we need them to see this is legit.

Because that would be so bad right? I get the fact that its profiling sites and making it easier for people to block websites. but those who block websites generally have a REASON to, i.e businesses/schools/public places. etc.

do they all HAVE to convert their domains over? it's gonna be so much easier to block porn now that they are coming around to implementing this.

capr said,
do they all HAVE to convert their domains over? it's gonna be so much easier to block porn now that they are coming around to implementing this.

I didn't see anything requiring .com or w/e porn sites to move to .xxx...