Feeds

Saatchis to pimp .xxx domains

The old net porn system isn't w**king

Designing a Defense for Mobile Applications

Renowned advertising agency M&C Saatchi is to take on the porn business, after agreeing to represent the proposed .xxx domain name operator, ICM Registry.

The company is expected to launch a two-phase campaign, the first designed to help sell the purported benefits of the domain to a recalcitrant porn industry, the second to flog the names to punters after the registry launches.

M&C Saatchi was founded by Saatchi brothers Maurice and Charles, who first found fame with their "Labour Isn't Working" campaign, credited with helping Margaret Thatcher into office in 1979.

The .xxx domain has not yet been, and may never be, approved. It's currently going through an ICANN process that is likely to lead to its delegation early next year, but is subject to a vociferous campaign for its rejection led by US porn trade group the Free Speech Coalition.

The FSC believes the domain is little more that a cash grab, unwanted by the majority of porn sites, that creates a real risk of government censorship. Saatchi will be initially tasked with attempting to make these pornographers less hostile.

Saatchi's .xxx campaigns are not expected to be particularly salacious. ICM is positioning the domain as a place for "responsible" pornographers, who agree to abide by certain rules on content and security.

The Register has learned that ICM is also planning to sweeten its proposition to the porn business by creating about a dozen free-to-list porn directory sites on "super-premium" domain names.

Rather than auction off, for example, porn.xxx or sex.xxx to the highest bidder, the company instead plans to create directory sites there and allow any .xxx web site operator to freely list their URL.

We understand that these directories will not take advertising, will only accept listings from developed sites, and that listed sites will be displayed in random rotation.

The hope is that many .xxx registrants will be able to recoup the costs of their pricey registration fee, expected to be well over $60 a year, through traffic sent to them by these premium directory sites.

ICM has taken roughly 180,000 pre-registrations over the last few years. The FSC believes many of these are defensive registrations made by pornographers who would prefer .xxx is never approved, which ICM disputes.

ICANN is currently soliciting public comments on ICM's proposed registry contracts. The deadline for comments to be submitted is today. ®

Securing Web Applications Made Simple and Scalable

More from The Register

next story
Major problems beset UK ISP filth filters: But it's OK, nobody uses them
It's almost as though pr0n was actually rather popular
Google Nest, ARM, Samsung pull out Thread to strangle ZigBee
But there's a flaw in Google's IP-based IoT system
Orange spent weekend spamming customers with TXTs
Zero, not infinity, is the Magic Number customers want
US freemium mobile network eyes up Europe
FreedomPop touts 'free' calls, texts and data
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
'Two-speed internet' storm turns FCC.gov into zero-speed website
Deadline for comments on net neutrality shake-up extended to Friday
NBN Co execs: No FTTN product until 2015
Faster? Not yet. Cheaper? No data
Oh girl, you jus' didn't: Level 3 slaps Verizon in Netflix throttle blowup
Just hook us up to more 10Gbps ports, backbone biz yells in tit-for-tat spat
prev story

Whitepapers

Reducing security risks from open source software
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.