More than 100,000 .XXX domains will go live at 11 a.m. Tuesday, possibly ushering in a new era for adult content.

The ICM Registry, which was approved as the official registry of the new adult entertainment top-level domain, or TLD, will give out and manage the domain suffix. It noted that the availability of the domain names is on a first come, first served basis.

While adult entertainment is enjoyable to many adults, it is not appropriate for all audiences, said Stuart Lawley, CEO of ICM Registry, via a press release. We created .XXX to address the unique needs of the online adult entertainment industry. The public response has been overwhelming as consumers and the adult entertainment providers are excited about the benefits and infinite possibilities of .XXX.

ICM registry said the new .XXX domain will operate as a responsible alternative for sites offering adult entertainment content and related services. It also stated that all .XXX sites will be appropriately labeled and McAfee Malware scanned, so that users can surf with more confidence.

These scans will be done daily for malware, which the registry said will protect both the consumer and the Web site operators.

The decision to launch the .XXX domain has been a 10-year battle, Lawley told the BBC.

The BBC report also noted that two of the biggest pornography firms online have accused the registry of being anti-competitive and a monopoly.

Manwin Licensing and Digital Playground are claiming that the decision to create .XXX is flawed, according to the BBC. The firms also claim that ICM Registry abused its position and the firms are suing the Internet Corporation for Assigned Names and Numbers (Icann), which oversees Web addresses. The firms have also filed a lawsuit against ICM Registry, the BBC reported.

The registry has since said the lawsuit has no merit and that it has plans to defend itself.

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