Ever since ICANN officially opened the doors to .xxx domains for pornography use, non-porn websites have been frantically trying to either secure the respective domains or have them blocked.

New .xxx addresses became available to the public last week, but some schools didn’t wait that long to secure important addresses, as a way to prevent adult content providers from profitting off them.

Beginning two months ago, ICM Registry gave trademark holders an opportunity to pay $200 per address for a one-time blocking charge to ensure that it not be used for adult content. At that time, the University of Kansas purchased the rights to several addresses including kansas.xxx and rockchalkjayhawk.xxx and jayhawks.xxx.

Then, last week when the public sale began, the college bought several more—including kustore.xxx, kugirls.xxx and jayhawk.xxx—bringing its total to nearly two dozen. “We settled on the ones that we thought it would be reasonable for us to protect,” says Paul Vander Tuig , the university’s trademark licensing director. “It’s truly a preventative blocking measure, blocking others from doing it.”

Across the country, other colleges including Michigan, Penn State, Purdue, Pittsburgh, Carnegie Mellon and Indiana did the same thing. The University of Missouri secured the addresses missouri.xxx, missouritigers.xx and mizzou.xxx. ” I think it’s a smart thing to do,” says Terry Robb of the university’s information technology department. – USA Today

 

Aside from universities, there are also plenty of businesses and even individuals that have to be proactive if they’d like to prevent their names from being smeared with porn. A quick example would be toysrus.xxx

I wonder what kind of toys will be promoted over there…