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Do you give a XXX about your brand?

Is it porn or innocent?
Is it porn or innocent? See link at the bottom.

The domain name industry is about to see another gold rush, with domain registrars making a fortune out of brand owners’ fear of being associated with porn. I am pulling no punches in my criticism of this legal tomfoolery.

I am talking about the .XXX top level domain (TLD) launch, which is designed to make adult websites more easy to spot. The idea is simple, if you run a porn site, instead of being sluttyboredhousewives.com, you need to become sluttyboredhousewives.xxx. You pay somewhere between £129 and £199 to register your .XXX domain, then in future the lowly internet user will be able to tell the difference between a porn site and a non porn site.

Only sensible in theory though, because there will be thousands, if not millions, of websites still publishing porn on non .XXX TLDs. So who is the winner here? I’ll tell you who the winner is – the domain name registrars who are now saying things like “Register your .XXX now to protect your brand.” In other words, they are basically saying, if you don’t register myfluffytoyshop.xxx just to stop a porn-monger registering it, your business may be associated with porn for ever. In order to reserve a .XXX domain as a non-porn domain, you have to pay in the region of £79.99 plus a £10 administration fee. Just to reserve it for when they are registrable.

It’s a protection racket, it’s unnecessary and my advice to any small business out there is don’t be fooled. You are no more protected by registering it than if you do not bother.

Picture credit: The picture featured in this post was taken from Ten Amazingly Rude Optical Illusions.

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