New adult domain: companies need to act

Companies have been urged to protect their trademarks online following the decision earlier this year by the Internet Corporation for Assigned Names and Numbers (Icann) to introduce a new top-level Internet domain for the adult entertainment industry.

Mike du Toit, director in the intellectual property department at Edward Nathan Sonnenbergs, says there is a risk that company’s trademarks could be registered under the new .xxx top-level domain.

“It’s not difficult to recognise the marketing potential of domain names such as Viagra.xxx, Barbie.xxx or ToyRUs.xxx for online adult entertainment websites,” Du Toit says.

But, he says, there is a way out for companies that want to protect their intellectual property being used in the new top-level domain. “Provision is made for trademark owners to register their trademark defensively within the .xxx top-level domain,” he says. “Once blocked, no party will be able to register a domain containing a trademark proprietor’s property.”

From 7 September to 28 October, trademark owners outside the adult entertainment industry can apply to have their trademarks reserved as a domain name in .xxx, in which case those trademarks will be prevented from being registered as future domain names, Du Toit says.

“This blocking of such domain names is a once-off process that will permanently remove those domain names from the pool of available domain names.”  — Staff reporter, TechCentral

Share this article

Why TechCentral?

We know that as a prospective advertiser, you are spoilt for choice. Our job is to demonstrate why TechCentral delivers the best return for your advertising spend.

TechCentral is South Africa’s online technology news leader. We don’t say that lightly. We believe we produce the country’s best and most insightful online tech news aimed at industry professionals and those interested in the fast-changing world of technology.

We provide news, reviews and comment, without fear or favour, that is of direct relevance to our fast-expanding audience. Proportionately, we provide the largest local audience of all technology-focused online publishers.

We do not constantly regurgitate press releases to draw in search engine traffic — we believe websites that do so are doing their readers and advertisers a disservice. Nor do we sell “editorial features”, offer advertising “press offices” or rely on online bulletin-board forums of questionable value to advertisers to bolster our traffic.

TechCentral, which is edited and written by award-winning South African journalists, cares about delivering top-quality content to draw in the business and consumer readers that are of most interest to technology advertisers.

We’d like the opportunity to demonstrate the value of directing a portion of your advertising budget to TechCentral, whether your company is in the technology field or not. Numerous opportunities exist for companies interested in reaching our audience of key decision-makers in South Africa’s dynamic information and communications technology sector. We offer packages that will deliver among the best returns on investment available in the online technology news space.

For more information about advertising opportunities, and how your organisation can benefit by publicising itself on TechCentral, please call us on 011-792-0449 during office hours. Or send us an e-mail and ask for our latest rate card and brochure.