Trademark owners need to take note, and possibly take affirmative action, concerning the sunrise phase of sTLD "dot triple x" or ".xxx". This sTLD's sunrise phase, during which .xxx domains are being sold or blocked, runs until October 28, 2011. After the sunrise phase closes, such action becomes more difficult. This domain is a voluntary option for online adult entertainment sites, and is being operated by ICM Registry LLC.
The .xxx sunrise phase has two sections: One is open to members of the adult entertainment community ("Sunrise A"), and the other is open to trademark owners not in this industry ("Sunrise B"). There are fees associated with both Sunrise A and B.
If you qualify as a member of the adult entertainment community, you can add a .xxx domain to your trademark through Sunrise A upon fee payment, verification and qualification. If you are not a member of the adult entertainment community, and want to block your trademark from being registered as a ".xxx" domain, you can do so through Sunrise B upon fee payment.
Details of this new sTLD and the sunrise registration/blocking period may be found at the site, www.icmregistry.com.
