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RALEIGH – Universities, organizations and even corporations are buying adult website domains in hopes of protecting their names and brands.

Earlier this year, the company that manages website names and addresses agreed to create a .XXX domain for sexually explicit websites. Many colleges and universities are buying some of the adult website names to keep from having a porn site associated with their good name.

“The kinds of sites that are likely to be on these domains are not consistent with our missions and values. We thought this would be good insurance to protect our name from being used by these websites,” said Rick Matthews, associate provost for technology and information systems at Wake Forest University.

Wake Forest spent about $1,000 to block wakeforestuniversity.xxx, Wakeforestcollege.xxx, demondeacons.xxx, as well as a couple of others. The University of North Carolina registered universityofnorthcarolina.xxx, unc.xxx, and tarheels.xxx.

“If you didn’t reserve your name, that means your name is available for purchase by anyone who wants to buy it. That could be one of two things: a person might try to buy your name in order to sell pornography under that name or they might be purchasing it just to try to resell it to you at an exorbitant price,” said trademark attorney Dave Bennett.

So the universities are first to claim their trademarked names on the .XXX domain in order to prevent anyone else from using the address for pornography.

“Everyone that owns an established brand doesn’t want that brand associated with things they would consider unwholesome. It may tarnish their image,” Bennett said.