By Max Clarke

Easyspace, one of the UK’s largest web hosting companies, is offering customers the new .xxx domain name extension.

“The new dot xxx domain is about both brand identification and brand protection,” commented Sarah Haran, managing director of Easyspace. “If you’re in the adult industry it’s an obvious means of telling internet users what you do, while for other businesses it’ll be used as a defensive measure to prevent their brands becoming associated with porn.”

The .xxx domain is designed to move the adult industry into one clearly identifiable part of the web. Under the slogan ‘Let’s Be Adult About It’ ICM Registry is planning to allow trademark holders to protect their business by paying a one-time fee to block their brands in .xxx early in September. The new domain will then go on general sale several weeks later.

Stuart Lawley, CEO of ICM Registry in charge of the .xxx domain name said: "We look forward to working with Easyspace in the development and marketing of the new .xxx domain name extension."

ICANN (the Internet Corporation for Assigned Names and Numbers), the non-profit organisation which oversees technical matters related to the internet, approved the introduction of the new .xxx top level domain or TLD on March 18th 2011 as part of an effort to allow a greater degree of innovation and choice and expand the number of communities addressed by the net's domain name system.

It is believed that the .xxx domain will allow the adult industry to have a more branded identity.