ICM Registry, the registry that brought us .xxx, is currently launching two of its three new gTLDs: .porn and .adult.

While many brand owners would prefer not to spend more securing additional TMCH filings at this point, CSC recommends they give strong consideration to leveraging the .xxx blocks they purchased in 2011 to secure matching registrations in the upcoming Sunrise B phase for .porn and .adult.

Blog_amberlight_200“With the .xxx launch we didn’t see a lot of infringing registrations because of two factors: mark holders could purchase blocks and the registry allowed active registrations only by qualified members of the adult entertainment industry,” says Gretchen Olive, CSC Director of Policy & Industry Affairs. “The launches of .porn and .adult are quite different. There are no blocks available and anyone can register a name once we get to General Availability.”

That means that anyone interested in capturing web traffic by exploiting the goodwill of a brand can do so, at least until they are caught, and the brand owner will have to spend budget to seek redress through cease and desist letters or URS or UDRP actions.

The Sunrise B Phase of .porn and .adult should be on every brand owner’s radar for a simple reason: Because they can leverage the money they’ve already invested in .xxx blocks to secure registrations of key brands before those gTLDs open registration to the general public.

For more information and to find out the order deadlines for the .porn and .adult launches, please contact your CSC Strategic Account Manager or your CSC Client Service Partner.

The launch phases for .porn and .adult are as follows:

Sunrise Phase (March 2 – April 1, 2015): Registrants with a validated TMCH (Trademark Clearinghouse) filing can apply for a matching domain name. Domain names will be allocated on a first-come, first-served basis.

Sunrise B Phase (April 6 – April 30, 2015): Successful .xxx Sunrise B applicants can register directly matching strings. Domain names will be allocated on a first-come, first-served basis.

Domain Matching Phase (May 6 – May 31, 2015): Registrants with a .xxx domain may apply for the directly matching .porn domain. Domain names will be allocated on a first-come, first-served basis.

General Availability (June 4, 2015): Open to all interested registrants. Domain names will be allocated on a first-come, first-served basis.

Why the Sunrise B phase of .porn and .adult should be on every brand owner’s radar
Tagged on: