The Internet Corporation for Assigned Names and Numbers (ICANN), in coordination with ICM Registry, LLC (ICM), has launched the .XXX top-level domain, which is intended for web sites related to the adult entertainment industry. Most trademark owners would prefer that their marks not be associated with adult entertainment. To prevent your mark from being associated with the .XXX top-level domain (TLD), the time to act is NOW.

ICANN and ICM are offering two "Sunrise" programs that allow trademark owners to prevent others from registering their trademarks in the new TLD. The Sunrise B program began on September 7 and continues through October 28. During this period, trademark owners not related to the adult entertainment industry may request that their registered trademarks be placed on a reserve list, preventing most others from obtaining a domain name equivalent to the registered mark in the .XXX TLD. (See below for details regarding the disposition of conflicts between the Sunrise A and B programs.)