Top brands have 50 days to opt out of XXX porn

ICM Registry, the Florida company which hands out Top Level Domains names (TLDs) ending in XXX to Internet porn outfits, says that more salubrious brands have just 50 days in which to stop their names being used by smut pedlars.

The company received getting on for a million expressions if interest in the XXX domian names prompting it to extend the 'sunrise period' in which people in porn could grab suitable entries, and brand managers from other industries can protect their own trademarks and reputations.

Although the initial land-grab is expected to generate piles of cash with sought-after names like www.porn.xxx sure to go for millions, established mainstream companies are being allowed to ring-fence their own trademarks for a one-off fee set by individual registrars.

Stuart Lawley, CEO of ICM Registry said, “We believe the sunrise period offers businesses a comprehensive rights protection mechanism where they can protect their brands and trademarks. We are advising businesses to either opt-in or opt-out and want to give them the best opportunity to do so at the launch of our new TLD. Given the high level of interest in the domain, we see that many businesses wish to be proactive in avoiding any brand conflicts.”

It's not clear what, if anything beyond an obscure press release, ICM Registry is doing to alert business owners how they can prevent their trademarks falling into the hands of porn-mongers, but failing to opt out of the registry could see lots of unexpected, and unsuspecting, traffic being driven to tesco.xxx, Disney.xxx and justinbieber.xxx.

Beyond the 50 day opt-out amnesty anyone will be able to register any name they like, and companies caught up in the crossfire will probably have to resort to a lengthy and costly appeals procedure in order to get their names dragged back out of the mire again.