Companies and celebrities are being given the chance to protect their names from porn hijacking ahead of the launch of the .xxx web domain.
Brands can now request to have their name blocked from use with the new suffix, which goes live next year.
Existing adult entertainment sites can also submit their application to reserve a spot on .xxx
The "red light" suffix is intended to make it easier to find or avoid sexually explicit material online.
ICM Registry, which is administering the launch, said it hoped to "promote a responsible approach to adult content".
Brand and IP holders wanting to register now have 50 days - a so-called "sunrise period" - to submit their application.
Companies and individuals that do not want their name associated with pornography will be able to pay a one-off fee of between $150 and $300 (£100 to £200), depending on which company they register their domain with.
For example, UK adult star Teresa May might wish to bid for a .xxx domain, whereas UK home secretary Theresa May might consider protecting her name.
Conflicts over exact matching names will go through an arbitration process
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