ICM Registry, the registry operator for .XXX, has submitted applications to ICANN for three additional adult entertainment-related top level domains — .SEX, .PORN and .ADULT. While ICM Registry is not guaranteed the TLDs, they are undoubtedly attempting to ward off competition in the adult TLD space.

ICM Registry has worked for more than a decade to create .XXX which has become a globally accepted and responsible place for adult online entertainment to thrive in an easily recognizable self-regulated environment,” said Stuart Lawley, CEO of ICM Registry. “We are dedicated to protecting interested stakeholders by providing the latest technology and the best domains which is why we created the .XXX TLD. We chose to submit applications for additional TLDs to spare .XXX participants from needless expense and to ensure the TLDs will be run in the same trustworthy and appropriate ways that .XXX is today.”

If ICANN awards ICM Registry these new TLDs, the company is offering an unprecedented “grandfathering” clause and will automatically reserve matching names at no cost for those who already have .XXX domains. .XXX registrants can chose to do nothing and the matching names will never be released under the new TLD suffixes. If however, registrants choose to register the new names for use, there will be a nominal fee. This means .XXX domain holders can potentially triple their exposure and value of their holdings, while brand and trademark holders who own .XXX domain names are automatically protected and will not have to register for the new domain names.

Applications do not come cheap and ICM Registry has spent $2 million in applying for these additional TLDs.

“ICM Registry has invested just under two million dollars in these applications to support our existing customers,” said Lawley. “By offering the grandfathering clause at no charge, we are demonstrating our commitment to our adult entertainment community and will not collect fees for this from anyone who already has purchased a .XXX domain by the appropriate cut-off date.”

In December 2011, ICM Registry launched the world’s only internet TLD dedicated to adult entertainment. In doing so, ICM Registry adopted industry-leading best practices to create a safe place for visitors to interact with online adult entertainment. These practices include daily malware scanning of all .XXX sites by McAfee. The .XXX TLD has more than 215,000 domains under management. ICM Registry also created a fair and easy way for individuals and trademarked brands to protect against undesired use of their names with a rapid takedown and dispute process.

Each of the new TLD applications were submitted under separate, wholly-owned subsidiaries of ICM Registry LLC: ICM Registry SX LLC, ICM Registry PN LLC, and ICM Registry AD LLC.