With the .xxx Internet domain name for “adult-entertainment companies” soon to launch, trademark specialists in legal departments are asking what can be done to protect the brands of non-porn businesses.
Ballard Spahr’s Troy Larson, an associate in intellectual property, stated: “Brand owners are faced with the same situation they face whenever a new domain name ending comes out. How do I make sure cybersquatters don’t register my brand as a domain name and then use it for a
nefarious purpose, or just some purpose that creates confusion?”
The new domain name is most similar to the .edu domain name, used strictly by educational institutions, in setup. “It’s a restricted domain name space, similar to .edu,” Mr. Larson said. “If my brand does get registered as a .xxx domain name, I can be assured it’s going to be related to content I don’t want associated with my brand.”