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This September marked the launch of the new web domain .xxx, created to consolidate and filter adult entertainment content online. While the domain is intended for use by the adult entertainment industry only, trademark owners operating in other areas should be aware of the potential risk that their mark may be registered in .xxx without their knowledge or consent. This means that a person seeking www.yourtrademark might end up at an adult site www.yourtrademark.xxx, resulting in potential extortion and negative repercussions for the brand if the trademark owner does not take necessary preventive steps.

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