WARREN – The company that manages the global Internet address system ? the International Corporation for Assigned Names and Numbers ? recently approved two changes to the domain name system that could significantly impact your online business model. One represents a potential threat to your company’s brand identity that can be avoided with prompt action. The other represents an expensive, but potentially valuable, e-branding opportunity.
Don?t Lose Your Brand to a Sex Site
In March of this year, ICANN approved the suffix ?.xxx? as a top-level domain (?TLD?) for use by the adult entertainment industry. The company that owns rights to the .xxx suffix is offering a pre-launch ?Sunrise Period? during which businesses that don?t want their trademarks associated with adult sites can block them from becoming ?.xxx? domain names.
The Sunrise Period runs from September 7 through October 28, 2011. During this period, businesses or individuals from outside the adult entertainment industry that own a qualifying trademark registration will be able to reserve their mark and ensure that it cannot be registered as an .xxx domain name. At the close of the Sunrise Period, if no conflicting application by any adult-industry applicant has been made, the name will be blocked.
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