.xxx - The Virtual Red Light District

ICM has made it official that now the .xxx domain is released and claims that it would help people distinguish adult content sites from other sites. The registry is operated by ICM Registry LLC. The sponsoring organisation is the International Foundation for Online Responsibility (IFFOR).

The "red light" suffix is intended to make it easier to find or avoid sexually explicit material online.The .xxx name is inspired by the former MPAA and BBFC "X" rating, now commonly applied to pornographic movies as "XXX".

 .xxx will provide a clearly sign-posted place where adult entertainment can be accessed, secure in the knowledge that the website operators is operating under self regulatory, published guidelines and policies.

Critics say that it is also good for their business as now premium adult content websites can easily distinguish themselves as a specialised provider of such services under .xxx name. On the other hand, spammer, and website that operate as a trap for novice users can easily be identified from original ones. The move is being seen as a beneficial move to both business and users as now business with such interests can classify themselves and users can easily identify pornographic websites from other.

Brands can request to have their name blocked from use with the new suffix, which goes live next year.