Businesses are rushing to protect their identity from the new .XXX domain names that will be available soon.

According to Easyspace, one of the UK’s largest Web hosting companies, 8 out of 10 businesses that are pre-registering their interest in the triple X domain names are not part of the adult industry.

“As we expected, the early indications are that non-adult industry businesses have realized the need to protect trademarks and brands in dot XXX. As an officially accredited registrar of the new domain we are encouraging businesses to pre-register with us so we can submit their claims to ICM Registry quickly and efficiently,” says Sarah Haran, managing director of Easyspace.

The new domain name registration will take place in a series of controlled phases starting in September and running through December.

“To increase your chance of securing .XXX it’s important to pre-order your preferred domain before general availability begins,” says Haran.