A “sunrise” period has begun to register Internet domain names ending in .XXX. Companies outside the adult entertainment industry have until October 28 to block others from using their registered trademarks or .com domain names as an .XXX Web site.
“So, if you’re McDonald’s or some other big brand owner, you certainly want to take advantage to block your important marks,” said Garrett Tuttle, a partner in Ballard Spahr’s Denver office. “If a company has a registered trademark that they consider valuable, it would probably be prudent to spent the $150 or $200 and at least get that identical match, but it’s dangerous to assume that means you have protection against someone that either wants to use your name to draw traffic or has an axe to grind with you.”