XXX Domain Shunned by Porn Industry

Derived from classification boards' former rating system that labelled pornographic films, videos and DVDs XXX, it has already been called the biggest white elephant in the history of the Internet adult industry. However, it seems the coming XXX domain extension is causing problems for the rest of the Internet community as non adult businesses feel obliged to protect their brands from possible adult associations.

Within the actual XXX world this new contender was supposedly designed to clearly label and identify adult material and the industry was encouraged to pay high prices during various pre release phases to secure the XXX version XXX Domain Problemsof their domain name. There were a number of different qualifying criteria for organizations with different adult interests including trademark holders who qualified under the Sunrise "AT" phase, with the Sunrise "AD" phase reserved for those who hold pre existing exact match domains in other extensions. If more than one owner of an exact match domain, for example owners of the .com and .co.uk variants, both bid, it would go to a closed auction just between those qualifying bidders who expressed an interest. The difficulty with this is party that it could easily result in a bidding war but anyone who bid on a name and didn't win it in the subsequent auction, lost their initial registration fee which at most registrars is generally around £150.

There has also been much complaint from the adult industry stating that far from positively identifying sites as adult orientated, it would actually make a ghetto for any and all sites with sexual content, ranging from the relatively mild adult toy sites to shops selling XXX DVDs and more hardcore content sites. However, the most vocal and many believe justified complaints have come from the non adult sector which has been encouraged from the very beginning to pre-emptively register XXX domains so that their brand or website can not become associated with adult material. Many large companies have had little choice but to go along with this but there are many smaller companies that simply do not have the budget to protect themselves from adult associations.

Even those with strong adult industry interests are reluctant to actually do anything with the XXX domain. Why would you spend years building a brand that is inherently associated with a domain name and then simply change it? The technical issues are also huge and there are simply so many reasons not to upset the status quo, particularly for the most powerful industry players who are already pretty much were they want to be.

Most industry commentators feel that the XXX brand is simply a way of extracting as much money as possible from the Internet community and it offers no value to consumers and serves only as a headache to the non adult world. It was hoped that the entire XXX band wagon could be derailed before it was approved by ICANN but as this has not been the case we must simply wait to see what the world makes of this new kid on the domain block.