.xxx

a new top-level domain

Extension	.xxx
Applicant	ICM Registry LLC
Website	http://www.icmregistry.com/

Additional information

Country	United States of America
Region	North America
Type	Community
Status	approved

pre-register now

Applicant

• Contact
• Email
• Facebook
• Twitter

After ICANN's March 2011 meeting in San Francisco a decision was reached regarding the authorization of the .xxx top-level domain. ICANN granted ICM Registry, the company leading the campaign, final approval for rights to the extension.

The introduction of .XXX provides numerous benefits. For consumers who wish to browse adult entertainment sites, it provides reassurance they are more protected from the risk of viruses, identity theft, credit card fraud and inadvertent exposure to child abuse images. It will also provide individuals and parents who wish to avoid adult entertainment sites the opportunity to filter out unwanted .XXX material.

The benefits of .XXX for online adult entertainment providers include predictable revenue streams, greater customer retention and the chance to take a proactive and responsible approach to their web presence.

Stuart Lawley, CEO of ICM Registry, the company behind .XXX, said: "ICANN’s decision to give .XXX final approval is a landmark moment for the Internet. For the first time there will be a clearly defined web address for adult entertainment, out of the reach of minors and as free as possible from fraud or malicious computer viruses.

"We believe consumers will be more prepared to make purchases on .XXX sites, safe in the knowledge their payments will be secure. Tens of thousands of adult entertainment website owners recognize the business benefits of .XXX and have already applied to pre-reserve over 200,000 .XXX domains."

Who supports .XXX?

The .XXX extension is a private-sector-supported, market-driven and non-regulatory top-level domain, and it has drawn the support of a broad coalition of Internet stakeholders globally, including:

• Child and family safety groups
• Leaders and members of the global adult entertainment industry that have agreed to participate voluntarily
• Free speech, privacy and security advocates
• Information technology experts
• Public policy leaders

What are the Best Business Practices that .XXX registrants must follow?

Developed by the International Foundation for Online Responsibility (IFFOR), all .xxx registrants will be contractually obliged to follow a set of practices designed to provide effective self-regulation of the adult industry. In particular they:

• Safeguard children from being marketed or targeted online
• Defend customer privacy
• Use and promote accurate labeling and meta-tagging
• Ensure clear and accurate disclosures, security of transactions and contact information
• Protect intellectual property rights
• Combat the use of unlawful malicious codes and technologies (e.g., spoofing)
• Oppose fraudulent, anonymous and unsolicited bulk SPAM advertising adult entertainment

.XXX will have a global multi-million dollar promotion as a brand--that will bring huge benefits to everyone with a .XXX domain. The campaign will build .XXX as a trusted brand, globally recognized and extolling responsible and safe behavior. This trust and comfort level translates into more traffic, greater repeat traffic and, perhaps most importantly, greater conversion into a paying customer.