.xxx blocking process revealed

Managing IP is part of Legal Benchmarking Limited, 4 Bouverie Street, London, EC4Y 8AX

Copyright © Legal Benchmarking Limited and its affiliated companies 2025

Accessibility | Terms of Use | Privacy Policy | Modern Slavery Statement

.xxx blocking process revealed

Brand owners will be able to protect use of their marks in the .xxx domain this September using an innovative blocking process that will be included as part of the sunrise period.

IPRota, the company responsible for implementing the pre-launch rights protection mechanism for .xxx, published a white paper yesterday explaining how the process will work and estimating the cost at between $200 and $300 for each brand.

“Although this costs money, it does provide some value in protecting brands,” said Jonathan Robinson, Director of IPRota. 


ICANN approved ICM Registry’s application for the .xxx domain in March this year after a seven-year battle. The sunrise period will begin in early September and will last for 30 days. This has been split into two parts. Sunrise A is for members of the sponsored community (the adult industry) with trademark rights or who operate an existing domain name in good faith.

Sunrise B is for trademark owners who want to block use of their names.


Fees will be set by the registrars and have not yet been fixed. If an application to block is successful the corresponding domain name will resolve to a standard page indicating that the domain is not available.


A service to enable brand owners to block the use of brands that are launched after September 2011 will be introduced in 2012, but the white paper says that it is “unlikely to be as cost effective as the options offered during sunrise.” More information is available at www.xxxempt.com.      

more from across site and SHARED ros bottom lb

More from across our site

Microsoft allegedly uses the HEVC technology in a range of products and offers an extension as an add-on
A group of five lawyers who joined Cleary Gottlieb say they want to help expand the firm’s IP litigation practice
As we build up to another busy year for the IP STARS rankings and our Managing IP Awards, we assess some of the major IP firms and trends in Germany
Florina Firaru discusses making new connections, the art of flower arranging, and the biggest misconception about IP
The firm, which appointed three IP partners from A&O Shearman, wants to develop a tier one practice in Europe
The England and Wales appeals court handed down its judgment just seven working days after hearing the trademark dispute involving pharma company Merck
A host of law firms from across Europe and beyond helped bring the streaming technology dispute to a close
Hugues Derème, director general of the Benelux IP Office, unveils his vision for the region, how to improve IP awareness, and use of AI
A copyright win for AI firm Anthropic and a new executive order against law firm Jenner & Block were also among the top talking points this week
A principal at Schwegman Lundberg & Woessner explains how AI tools, including DeepIP, can position the firm to help clients
Gift this article