With the new .XXX domain suffixes coming soon to the Internet, there is growing concern that adult entertainment companies could try to take popular brand names and use them as a .XXX site in order to increase Web traffic through search engines.

"My only expectation on that end is [it is] likely," said Brian LaCorte, an intellectual property attorney in Ballard Spahr’s Phoenix office. Mr. LaCorte said that beginning September 7, companies can pay to "block" their Web address from being used by an adult entertainment company as a .XXX site.

"This gives you the opportunity to shield this without having to go through additional measures," he said.