CorpComms Magazine

Companies have been warned that they should register new domain names to protect their reputations and avoid an embarrassing association.

The .XXX domain has launched today that is specifically designed for adult entertainment sites, but brands will have the opportunity to block their names from the list.

But there are concerns that companies may not get in on the act in time, and miss their chance of protecting their names for the cost of just £105 to block a .XXX domain.

Richard Holme, senior consultant at marketing communications specialist firm Marketforce, said: 'There is a 'sunrise period' for applications from TM owners for .xxx web addresses and for blocks on .xxx web addresses' which lasts from today until 28 October.

Douglas Thomson, trademark attorney at patent specialists Marks & Clerk, said: 'Cybersquatting - whereby opportunists buy up branded domain names in the hope of re-selling them - is a problem across the net, but has the potential for uniquely embarrassing and damaging consequences in this case.'

There is the option for companies who do not act in time and find their brands already registered to act under the Uniform Dispute Resolution Policy.

The policy allows a brand to argue over who can own a particular domain, for example a '.tv' or '.co.uk' domain. The policy however holds no guarantees and a court case may ultimately be necessary.

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