M&C Saatchi won the business after a competitive pitch against four undisclosed London and US agencies.
The agency will be responsible for increasing responsibility among the adult industry through a campaign in the US and UK in January. It will then roll out a consumer campaign next year to raise awareness of the new domain.
In a bid to increase trust in the industry, providers of pornography sites wishing to use the .xxx domain will have to sign up to ICM’s best-practice guidelines that include anti-child pornography safeguards.
The creation of a dedicated online space has divided opinion in the adult industry, amid fears that conservative US Congress members will lobby to make any pornographic website, re-register and remove themselves from other more conventional domains such as .com.
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