Protect your brand, Go Daddy announces .XXX domain prices

Flickr/quinnanya

(CBS) - Let's say you own a bakery in Michigan named Dutch Oven and you were forward thinking enough to launch the website dutchoven.com. Then we recommend, no, implore you to take note of the new top-level domain (TLD) that Internet Corporation for Assigned Names and Numbers (ICANN) has released.

You don't need a course in sex education to guess what types of sites will live on .xxx domains. Yes, it will be porn and all kinds of adult content. If that doesn't jive with your brand, you have about two months to prevent a marketing disaster.

According to The Domains, "Individuals, businesses, entinities, and organizations that provide online, sexually-oriented adult entertainment intended for consenting adults or other community members can apply to register .xxx domain names." As a matter of fact, they are first in line to grab a web address. If you're not producing adult content, the only way you can register for .xxx is to protect your company.

If an adult entertainment site is using your company's name, don't worry. BNET reports, "Each case is researched by an outside consulting firm hired by ICM. If it involves a well-known brand, ICM itself will take the offending website down within 48 hours."

One of the first, and most definitely biggest, domain sellers Go Daddy has announced their prices for the .xxx sites. There are a few steps to take before the general public can purchase these adult-oriented addresses.

Between September 7 and October 28 trademark holders will be able to protect their brand by either purchasing a .xxx domain or block them from being sold. The first month is called the "sunshine period" when anyone can file to have their mark protected from receiving a .xxx TLD.

The sunshine period is a small time frame set aside before the general public can start purchasing .xxx domains. After that time, it becomes more difficult to protect your brand. Prices range from $199.99 for 10 years of blocking to$209.99, plus $99 per year for a domain name.

In October 2011, the "landrush" period will begin. Members of the adult entertainment community can begin purchasing their .xxx domains for $199.99, plus $99 per year.

Finally, the general public will be able to purchase domains in December for $99.99 per year.

[ppol24]

You can register XXX domain names at http://domainregistrations.xxx.

[ebizroiinc]

Regarding opt out for brand protection of non-adult brands from being registered as .xxx domain by third party offering adult content, ICM supports Sunrise B runs through Oct 28 2011 and costs $199 (at least through one registrar. If Sunset B application is approved, applicants are provided 10 years of protection under the plan. Approval is not guaranteed. One requirement is that brands must hold a registered trademark or service mark on their brand to apply for Sunrise B protection. Care should be taken when applying as information errors will result in application rejection and the $199 fee is NOT refundable (big surprise). ICM will mediate situations where conflicts between different parties trying to either register or block registration of the same brand occur. For those interested in additional details on the topic, see http://www.ebizroi.com/blog/internet-marketing-tips/xxx-domains-brand-protection/. Now let the cash register start ringing for ICM and Intellectual Property attorneys everywhere!