Wednesday, December 14, 2011

Brand xxx marks dot danger


The arrival of a generic top-level domain specifically for the porn industry has worrying implications and likely costs for many well known labels.
There is more trouble for brand owners brewing in cyberspace, with ­fundamental changes to the domain name system being implemented. In March 2011, following successful lobbying from the adult entertainment industry, the Internet Corporation for Assigned Names and Numbers (ICANN) agreed to allow the ­creation of a new generic top-level domain (gTLD) specifically for the adult entertainment industry. A gTLD is represented by the letters that come after the dot in a domain name, such as .com or .net.
The new adult entertainment top-level domain is .xxx and will come online next year.
This has implications for every business because brand names could be used in domain names for adult websites. For example, someone could register the new domain name sportsgirl.xxx or boostjuice.xxx for a porn website.

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