The .XXX ("Dot Triple X") domain registration sunrise period begins September 7, 2011 and runs through October 28, 2011. The Internet Corporation for Assigned Names and Numbers (ICANN) in March approved a new sponsored .XXX top level domain (TLD), resolving years of debate about the controversial "red light" district for the Internet. Use of an active .XXX domain is limited to members of the "Sponsored Community" of adult-oriented content and service providers. 

Trademark owners in other industries, however, may take steps to prevent their registered trademarks from being registered by adult entertainment industry members under the .XXX TLD, and there is a sunrise period that begins today during which trademark owners may apply to do so. During this sunrise period, anyone outside of the adult entertainment industry who holds trademark registrations anywhere in the world can apply to have exact matches to their registered marks blocked from the .XXX TLD. A blocked domain will resolve to a website stating that the domain is not eligible for registration.

During this same period, members of the adult entertainment industry with registrations for trademarks or domain names can apply to reserve identical "resolving" .XXX domain names to direct users to their ".XXX" websites. After the sunrise period ends, a "landrush" period opens for members of the adult entertainment industry that do not hold underlying trademark registrations or domain names. After that, starting December 6, 2011, domain registration is open to the public on a first-come, first-served basis, and trademark owners who wish to obtain non-resolving domain names based on their trademarks, variants or misspellings may do so.

Intellectual property owners that are not eligible during this sunrise period (e.g. personal names, unregistered common law trademarks) or who choose not to apply for a defensive domain will still be able to combat abusive registrations through a "Charter Eligibility Dispute Resolution Process" (CEDRP). In addition, famous or well-known marks will be eligible for a "Rapid Takedown Procedure," in which claims will be reviewed within 48 hours. Also, traditional avenues such as the Uniform Dispute Resolution Policy (UDRP) and cyber-squatting or infringement actions will be available for brand owners. These methods will cost more and take more time than the estimated US$200 to US$400 to defensively register a non-resolving domain name. In the UK, it is anticipated that registrars will charge about £150 to £250 and in the EU (about €142 to €284) for defensive registrations.

A list of approved domain name registrars providing .XXX domain registration services is provided on ICM Registry’s website. The fee for the application process is determined by the individual registrars.