The ICM Registry, owner of the soon-to-be-launched .XXX top level domain, is operating a ‘Sunrise’ period that will end this Friday, OCTOBER 28.

WHAT IS A SUNRISE PERIOD FOR A DOMAIN NAME LAUNCH?

To mitigate cyber-squatting, a domain name registry opens the store doors early to trademark owners who can apply and reserve domain names that reflect an IDENTICAL trademark.

WHY IS THE .XXX SUNRISE DIFFERENT FROM PRIOR SUNRISE PERIODS?

Perhaps because certain companies don’t want to ‘own’ a .XXX name, there will be both a standard sunrise, known as Sunrise A, and a ‘negative’ sunrise period, known as Sunrise B, that allows trademark owners to merely block the registration of a certain name.

WHAT IS SUNRISE A?

Sunrise A is the standard sunrise, in which trademark owners, or operators of the matching domain name in the adult field, can reserve a .XXX name for use. To make things a little complex, registrars are referring to trademark-based applications as SUNRISE AT and to domain name-based claims as SUNRISE AD.

WHAT IS SUNRISE B?

Sunrise B is the negative sunrise, in which trademark owners block everyone (including themselves) from registering the name.

WHAT IF TWO ENTITIES WANT THE NAME UNDER SUNRISE A?

The highest bidder gets it.

WHAT IF THERE ARE COMPETING SUNRISE A AND SUNRISE B APPLICATIONS?

The Sunrise A applicant gets the name (although the Sunrise B trademark owner could take legal action, perhaps).

WHAT IF THERE ARE COMPETING SUNRISE B TRADEMARK OWNERS?

The name gets blocked, and the registry keeps everyone’s fees.

HOW MUCH WILL THIS COST?

Registrars are charging approximately $280 for Sunrise A and $300 for Sunrise B.

WHAT IF I TAKE NO ACTION BY OCTOBER 28 BUT STILL WANT A NAME?

Purveyors of adult services who were not eligible for Sunrise A, can utilize a ’landrush’ period starting November 8. Everyone else can obtain a name when the public opening is in December.

WHAT IF I TAKE NO ACTION BY OCTOBER 28 BUT I STIL WANT TO STOP USE OF A NAME?

Failure to use a sunrise mechanism has not been held to constitute acquiescence or estoppel.

HOW DO I FILE A SUNRISE APPLICATION?

Most registrars, such as GoDaddy, are providing online forms. If you do not have a registrar, we can recommend one.