Protecting Your Brand on the Internet: Special Rules for the New .xxx Domain

September 13, 2011

ICANN, the Internet Corporation for Assigned Names and Numbers, has recently approved the .xxx domain dealing with adult entertainment.  ICANN has introduced special procedures for the registration of names under this controversial domain.

When the Internet was first commercialized, a land rush erupted into the original top level domains, such as .ca and .com, resulting in well publicized disputes over cyber squatting and the ownership of domains based on well known trade-marks.

To avoid a similar land rush in new top level domains, such as .biz and .travel, ICANN has employed a Sunrise Period to allow trade-mark registrants to acquire domains based on their trade-marks before opening registration to the general public.

The Sunrise Period for .xxx came into effect on September 7, 2011 and will run until October 28, 2011.  In the Sunrise Period for .xxx, trade-mark registrants may register their trade-marks as domain names in advance of the public or, if preferred, may block registration of their trade-marks as domains.  Blocking registration allows trade-mark registrants to protect their brand in .xxx without actually using their trade-mark in this controversial domain.

To be eligible to reserve a domain based on your trade-mark, your trade-mark must be registered prior to September 1, 2011 and be in effect at the time of application for reservation.  If you have a registered trade-mark and are concerned about your brand’s reputation on the Internet, you should consider applying for registration in the .xxx domain during this Sunrise Period.

If you wish to dispute the ownership of a name based on your trade-mark in any other domain, you can submit a complaint under the domain name dispute resolution process.

Cox & Palmer can help you with trade-mark registration, domain name registration and reservation, and domain name disputes.


Cox & Palmer publications are intended to provide information of a general nature only and not legal advice. The information presented is current to the date of publication and may be subject to change following the publication date.

Related Articles

Preventing Trademark Registration Expungement

Canadian trademark registrations last for 10 years and are renewable upon the payment of a maintenance fee. However, lack of use in the marketplace may render your registration subject to possible expungement. Traditionally, an application for trademark expungement was initiated by an interested person seeking expungement through the Canadian Trademarks Act.  However, since January of […]

read more

Workplace Harassment in Nova Scotia: What Employers Need to Know

On June 23, 2025, we reported on our expectations for Nova Scotia’s new Mandatory Harassment Prevention Policy regulations. We are pleased to update that the long-awaited regulations were published on August 22, 2025 in the Royal Gazette Part II and will soon be added as Part 27 of the Workplace Health and Safety Regulations made […]

read more

Competition Bureau Issues Final Guidelines on Real Estate Property Controls: What Landlords and Leasing Professionals Need to Know

On June 4, 2025, the Competition Bureau (the “Bureau”) released its Final Guidelines on Competitor Property Controls (the “Guidelines”). The Guidelines clarify how the Bureau will assess contractual restrictions in commercial leases and restrictive covenants under Canada’s Competition Act, following recent legislative amendments. The Bureau uses the term “competitor property controls” to describe restrictions on […]

read more
view all
Cox & Palmer publications are intended to provide information of a general nature only and not legal advice. The information presented is current to the date of publication and may be subject to change following the publication date.