Agencies line up for .xxx sex site ad task

Agencies have this week been given the opportunity to pitch for the task of handling the advertising for the internet's very own red-light district.

ICM Registry: hunt for ad agency
ICM Registry: hunt for ad agency

ICM Registry, the US company behind the new .xxx domain name for pornography sites, is looking for an agency to handle a global advertising campaign for the .xxx suffix.

The company has contacted leading London and US agencies directly to invite them to pitch for the business and is drawing up a shortlist.

The brief may prove to be a tough one as pornography sites are not keen to use the new suffix. The adult industry has been divided on the creation of a dedicated online space because of fears that conservative US Congress members will lobby to make any pornographic website re-register there and remove itself from other more conventional domains such as .com.

Icann, the organisation that determines what top-level domains can be added to the internet, gave initial approval for the administration of the .xxx domain in June.

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