Adult industry top-level domain name. XXX Open Enterprise should beware of reputation invasion

As an approving and regulatory unit for this domain, the Internet name and digital address distribution agency, ICANN, says that because adult content often leads users to dangerous and fraudulent websites, they want to monitor such behavior through the. xxx domain name. "It will be the first time to have a clear definition of the Web site for adult entertainment, which allows minors to stay away from adult content and allow users to reduce the number of malicious computer viruses," said Stewart Raleigh, chief executive of Icmregistry, the U.S. domain name registrar. "According to the introduction, each. XXX site will also have a Metacert" electronic tags, so that users and parents can more easily adjust browser settings to select which family members can access the marked adult web site. The domain name is dedicated to adult websites, and it also makes it easy for Internet users to quickly tell if a website contains pornographic content. Although, the XXX domain name Open has certain positive significance, but whether is the adult or the non adult profession, all expressed the concern and the objection. For well-known brands and registered trademark Enterprises, who also do not want their own brand name appears in the front of xxx, because it will be mistaken for the site contains pornography, violence and other content. But you can't guarantee that no one will use Coca-Cola, Apple, Lenovo and other prefixes in the. XXX root domain, for economic gain. If a similar situation arises, it will be difficult to replace the loss of corporate reputation and brand value. In this respect, the Domain name registration Authority ICM Registry has stated that from September 8 to October 28 is a daily rise, this time reserved for well-known trademarks and brand owners registered. XXX domain name. In accordance with the provisions of the Board, Brand Enterprises will register the domain name, not the adult industry trademark domain name, can not be used. This domain name only applies to the trademark protection, is by default points to the Registration Bureau's unified page. For example, Coca-Cola can register to buy "www.coca-cola.xxx" to prevent its own brand value from being exploited by others. Although. xxx domain name reserved have trademark period, but only more than 50 days of time, so many enterprises call time is urgent, a little inattentive will miss registration. Industry analysts pointed out that, although China's adult web site supervision is more stringent, but the domestic well-known enterprises still need to prevent in advance to prevent the name of the corporate brand prefix by pornographic web sites occupy.