More than 10,000 brand owners are expected to block their trade mark from being used in a .xxx adult domain. Businesses from outside the adult entertainment industry can use the trade mark blocking system during the sunrise period for .xxx, which was opened on September 7 2011 by ICM Registry. The sunrise period closes on October 28. Trade mark holders make a one-off payment to registrars which blocks a domain for 10 years. The opt-out system, which was a condition of in March 2011, allows businesses to block a domain that matches their mark exactly. Registrars have seen a positive response from their clients. Frederick Felman, chief marketing officer at MarkMonitor, said the interest in the blocking system was the highest since the launch of the European .eu domain in December 2005. "I expect that this will probably result in approximately 50% of the volume we saw in .eu registrations," he said. Chief executive Lawley said he was happy that the .xxx domain had finally been initiated. "It's been a long road and we are very excited, and it's great to see it come to fruition now."