The Internet Corporation for Assigned Names and Numbers (ICANN) has approved a plan to change the Internet’s Domain Name System by dramatically increasing the number of internet domain name endings, called generic top-level domains (gTLDs). While businesses may still register domain names ending in the popular .com, .org and .net TLDs, soon they will be able to register their own gTLDs as well (i.e, a .yourbrandname gTLD).

One newly created gTLD is of particular interest to trademark and domain name owners. After over ten years of negotiations, ICANN has granted the adult entertainment industry permission to use the .xxx top level domain. This new .xxx gTLD will be operated by ICM Registry.