After years of debate and discussion, .xxx is finally here and ICM Registry urges businesses to “wake up to Sunrise”

The Sunrise phase for .xxx opened on Wednesday 7 September 2011 by ICM Registry. The launch follows years of debate and discussion about whether or not the suffix should be made available.

So far the .xxx domain has proved popular with thousands of brands registering their own .xxx names – either to promote their adult entertainment business or to defensively protect their non-adult brands.

If you wish to secure your own .xxx domain, please see the dates for various launch phases below:

Sunrise – Wednesday 7 September – Tuesday 28 October 2011

Sunrise A is dedicated to members of the adult Sponsored Community with either verifiable trademark rights or owners of exact matching domains in other IANA TLDs which is also known as “Grandfathering.”

Sunrise B was created especially for non-adult Intellectual Property holders who are non-members of the adult Sponsored Community with verifiable trademark rights so they can block their domains in the .xxx sTLD.

Landrush – Tuesday 8 November 2011 – Friday 25 November 2011

Landrush is a limited-time opportunity for those who don’t qualify for Sunrise A but want to secure a valued .XXX domain name and avoid first come, first served General Availability risks.

The Landrush period will run for approximately 18 days starting on Tuesday 8 November 2011. During this limited period, only those members of the adult Sponsored Community can apply for .xxx domain names. Apart from being a member of the adult Sponsored Community, there is no trademark or pre-ownership rights requirements during this phase of the launch.

There is no first come, first served ranking during Landrush. At the end of the Landrush period, those .xxx domain names with a single applicant will be automatically allocated. However, those .xxx domain names with more than one applicant will proceed to a closed mini-auction between the competing parties only.

Landrush is designed for those members of the adult Sponsored Community that want to secure premium .xxx domain names and guarantees either member the chance to purchase premium .xxx domain names or be involved in a closed auction to bid for .xxx domain names.

General Availability – starts Tuesday 6 December 2011

During General Availability all remaining .xxx domain names will be allocated to applicants on a first come, first served basis.

All members of the adult Sponsored Community can apply without pre-existing rights or qualifications unlike in the previous launch periods.

For those who are non-members of the adult Sponsored Community, accredited registrars will accept applications for non-resolving .xxx domain names. The intention is to protect their intellectual property for personal domain names, company domain names, product domain names, etc. that did not have prior qualifying rights under Sunrise A or Sunrise B.