London, UK (PRWEB) July 28, 2011
Businesses operating in the online adult industry and companies who want to safeguard their brand identity, are being invited by the UK's leading registrar 123-reg, to register a .xxx domain as pre-orders for the X-rated extension go on sale.
The extensions have been hotly-debated for some time, however many industry professionals, including ICM Registry, view the extensions as a positive step in 'cleaning up' the adult entertainment industry. Adult industry site owners will now need to get a .xxx domain to become a trusted site and online security authority McAfee will be vetting all sites who apply for the domains. This will ensure these sites are free from malware and other internet threats.
The decision for releasing the URL extension, by 123-reg, comes after extensive customer auditing, to ensure that the majority of its clients would be happy with the new release. As part of its research in both the UK and Europe, the registrar learned that many welcomed the extension as it will provide some form of censorship to the industry by clearly identifying adult sites, which in turn could discourage the accidental opening of adult content.
Other feedback outlined that the extension could help to filter content on the internet by in effect adding a stamp of authenticity to an adult site. Despite the negative connotations attached to the adult industry, many respondents also accepted it as a thriving sector which deserves its own credible domain extension.
123-reg is also advising businesses who want to safeguard their brand identity to register a .xxx domain which can either be left redundant or forwarded through to their current company URL. This will ensure that the extension is not bought by a competitor and used negatively against the brand.
Commenting on the extension release, Thomas Vollrath CEO of 123-reg, said: "The extension specifically for the adult industry has been a taboo subject since it was first debated and as such we have worked closely with our customers to hear and consider their views. Our decision to release the extensions for sale was always dependent upon the findings of our research, and our feedback in the UK and Europe, was overwhelmingly positive (71 per cent said yes).
"We are expecting quite an influx of sales for these extensions, so my advice to any company be it in the adult industry, finance or even retail sectors, is to register fast."
There are three ways to pre-order a .xxx domain* and the process is entirely dependent upon who is making the registration and how the domain will be used.
Stuart Lawley, President and CEO of ICM Registry, added: "We are delighted that 123-reg has become a reseller for .xxx names. We are committed to the positive impact the new domain extensions will have on 'cleaning up' the adult industry and as such for every domain registered we will be donating $10 to children charities via the Child Online Support Foundation."
Further details can be found by visiting http://www.123-reg.co.uk.
Issued on behalf of 123-reg by Punch Communications. For further information contact Georgina Dunkley or Ben Leuty on 01858 411 600 or by emailing georgina.dunkley(at)punchcomms(dot)com or ben.leuty(at)punchcomms(dot)com.
Notes to editors
123-reg is the UK's top domain registrar, registering every fifth .co.uk domain. It's a market leader in domain name registration (2.7 million domains) and web hosting solutions. With extensive experience of the industry, the company is able to offer high quality, technically advanced yet cost-effective products to a wide range of customers. 123-reg UK was voted third most popular web host in July 2010 by Web Host Directory and ninth in its Best Ten Web Hosting awards (April 2010). http://www.123-reg.co.uk is part of the UK's leading web hosting group and 2010 Sunday Times Deloitte Buyout Track 100 company, Webfusion. The group also consists of http://www.webfusion.co.uk, http://www.corporate.webfusion.co.uk. http://www.donhost.co.uk, http://www.supanames.co.uk and http://www.hosteurope.de each making every step of setting up online as easy as 1, 2, 3.
*Registering a .xxx domain
There are three ways a .xxx domain can be registered.
* Sunrise -- this process is open to any trademarked company or existing domain in the adult industry. Non-adult trademark owners can also apply as well to protect their brand. The Sunrise period runs for 30 days from September 7. If more than one adult trademark owner applies or existing domain applies, it will be taken to an external auction which is operated on behalf of the .xxx registry. Sunrise runs from now until the domains are submitted in September.
* Landrush -- this is a premium time for businesses or brands that are not trademarked to register a .xxx domain. The landrush period runs for 10 days from October 24. Due to the competitive nature of this period, should one or more company opt to register the same domain, it will be taken to an external auction which is operated on behalf of the .xxx registry.
* General availability pre-orders -- 123-reg is now taking pre-orders on .xxx domains on a first come, first served basis which will be submitted when the registry goes live on December 6.
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