YNOT – Mere days after American adult industry trade association Free Speech Coalition launched a campaign to fight adoption of the new dot-xxx Top Level Domain, Montreal-based Gamma Entertainment pledged financial support for the “Just Say No” initiative.

“Gamma is committed to using our resources to lead by example — by pledging our support in the efforts to combat ICM [Registry’s] dot-xxx,” Gamma Entertainment President Karl Bernard said. “This is the approach that we have presented to our partners, and we hope our actions will serve as a positive example for the adult business community.”

While Bernard acknowledged his company will register a limited number of dot-xxx domains in order to protect Gamma’s key trademarks, the company’s focus will remain fully devoted to its dot-com businesses. For every dollar paid to register a dot-xxx domain, Gamma will donate at least $1 to advocacy groups such as the FSC, Bernard said. In addition, the company will conduct annual evaluations to determine whether to renew any dot-xxx registrations.

“[ICANN’s decision to approve dot-xxx] has sparked great debate in our industry, with many companies divided on the issue,” Bernard said. “After much consideration, we feel confident that the positive efforts we put forth to protect freedom of speech will outweigh any domains registered to protect our business assets.”

Founded by Bernard in 1996, Gamma Entertainment designs and manages numerous membership websites in partnership with well-known content producers. The company also operates a stable of affiliate programs.