Protecting your Brand

On March 18, the Internet Corporation for Assigned Names and Numbers (ICANN) approved the formation of a new .xxx top level domain for the adult entertainment industry.  What this means is that it will be possible to obtain a domain name “your organization.xxx” and post pornographic content on it.  If you have a strong brand recognition, like Disney, this is a problem.

There is a solution which you can read about here.  As with everything else, there will be a charge involved to protect your brand,  which appears to be a one time fee of between $200-$300.  This seems somewhat high, but when .xxx names become generally available, registrants will likely have to pay between $75 and $130 for their domains. This compares to a .com price that is regularly around the $10 mark.  These fees are annual, so the fee to block “your organization.xxx” from being used seems a little more palatable.

You may decide to do nothing and take your chances.  After all, why would anyone want to create “stjoseph-hometown.xxx”?  Well, stranger things have happened.  Ultimately it is up to the individual faith community to decide what the tradeoff is in the benefits/risk arena.  It is unfortunate that a faith organization has to even consider making this choice in spending money and resources that could be used to support their mission instead.  Such is life in the wild, wild Internet.

Do read the article and have the conversation, though.