If you are a brand, I would encourage you to take a preemptive action and reserve your brand in .XXX registry ASAP before October 28, 2011. There is nothing worse than losing the brand reputation by letting some porn operator use your name.
Since last week the .XXX domains are available for the adult entertainment companies. So now any porn company can have yourcompanyname.XXX registered and use your name and loyal customers to increase their porn business and tarnish yourcompany image. But the good news is that there is a cooling-off period till Oct 28. All the companies outside of the porn space have enough time to protect their brands by taking a preventive measure of registering their trademark with .XXX before Oct 28.
In a worst case scenario if you choose not to reserve your domain, be ready to spend few thousand dollars in litigation cost or spend up to few millions if you choose to buy your domain back from a reseller.
The .XXX registry is operated by ICM Registry LLC. In order to reserve your brand with .XXX domain please go to a domain name registrar like networksolutions, godaddy.com. Please find the region specific list below with the links to the respective domain registration company.