Companies rush to avoid .xxx embarrassment

According to ICM registry, the firm selling the new addresses, it has received 900,000 expressions of interest.
As a result the firm has extended the “sunrise period” to allow brands to buy .xxx addresses containing their trademarks before they go on general sale.
As well as pornographers, ICM Registry says companies that do not want to be associated with what has been dubbed the “internet’s red light district” should also buy up addresses. They will be charged $200 to $300 during the sunrise period to avoid so-called “cybersquatters” hijacking their brand.
Stuart Lawley, chief executive of ICM Registry, said the firm was trying to follow “best practice” by allowing business to head off potential embarrassment.
“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 [top-level domain],” he said.

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