XXX domain admin: brand managers get 50 days to protect trademarks

ICM Registry, the company behind adult entertainment domain .XXX, has announced that it would be extending its Sunrise period due to the volume of prelaunch interest in the domain. The new sponsored top-level domain (sTLD) going live later this year, has been created to clearly signpost adult entertainment on the Internet and to meet the needs of the adult entertainment industry. ICM Registry received nearly 900,000 expressions of interest for .XXX domain names during its pre-reservation process, a statement from the company said Wednesday. The “Sunrise" period, due to commence in 50 days’ time, has been designed to both permit domain registration from members in the adult entertainment business, and to assist brand managers from other industries who want to protect their trademarks ahead of wider availability. The new Sunrise period will now run for 50 days commencing September 7, 2011 and finishing on October 8. 2011. The extended period will enable ICM Registry to receive and process all applications from existing domain name and trademark owners who have applied to either opt their brand in or out of the .XXX registry. While ICM Registry holds responsibility for administering the .XXX domain name, it is working closely with individual domain registrars - the vendors handling the registration and exemption process for .XXX. The one-off fee to exempt, set by individual registrars, provides businesses with a cost-effective solution which to permanently safeguard their Intellectual Property (IP) within the .XXX registry. This service, which ensures web addresses are not registered by others at a later date, is without annual fees, and will only be available to rights owners during the restricted Sunrise period. 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." After the close of Sunrise, a Land Rush period will run for 14 days where businesses from the adult entertainment industry will have premium access to remaining .XXX web addresses, following which general availability will ensue. Sunrise applicants using registered marks to qualify will be required to own a subsisting trade or service mark registration of national effect. Jonathan Robinson, Director, IPRota said “Although the .XXX extension is targeted at the adult entertainment industry, brand owners from any industry will need to be aware of its launch. The Sunrise period offers brand managers a unique opportunity to secure relevant trademarked terms ahead of wider availability, effectively safeguarding them." Lawley also added, “We wanted to take an innovative approach to the launch of .XXX and show best practice at all stages including investing in a global awareness campaign. ICM Registry believes in consumer choice, and while we believe the .XXX will satisfy the needs of the sponsored community, we recognise there is also an audience who would like to opt-out and safeguard their IP prior to the domain going live". The pre-reservation for .XXX is now closed, with on-going enquiries being handled by ICANN accredited registrars. -- CMA/OMG, GMA News