After opening its doors for registration in June, the company overseeing development of the world's first child-friendly internet space says its kids.us web domain is gaining momentum. Still, its critics believe content providers will have trouble warming up to the service, which would require companies to register and operate at a separate location on the web.

The domain, formed as part of the Dot-Kids Implementation and Efficiency Act of 2002, promises to carve out some child-friendly territory within America's .us internet domain, where children under the age 13 can work, play, and surf without being subject to inappropriate content such as pornography, gambling, and other inappropriate online fare.

Whether the domain succeeds will depend in large part on how willing children's content providers are to register for the service, which would require companies big and small to pay a fee for including their web addresses in the domain.

In June, NeuStar Inc.—the for-profit manager of communications services tapped by the U.S. Department of Commerce to launch and operate the domain—began accepting applications for its Sunshine Registration period.

The application window, set to close at midnight Aug. 16, is meant to give trademark holders an opportunity to protect their brand names before the company opens its doors to the public for general registration.

Barbra Blackwell, NeuStar's public relations manager, said the company is working hard to promote interest in the new second-level domain by holding work sessions, addressing vendors' questions, developing marketing schemes, and keeping close ties with lawmakers on Capitol Hill.

NeuStar already has received applications from "several hundred" major trademark holders, a number the company expects will rise as the registration period progresses. "It's only been a month," she said. "We've gotten a pretty good response from companies during the Sunrise period thus far." NeuStar, however, refused to release the names of those providers that already have paid the non-refundable $1,000 application fee.

Online safety experts critical of the initiative contend the success of kids.us will hinge on whether providers can ensure the domain eventually will provide content that is appealing to children.

"The secret is to put together enough sites on a searchable database that makes it worth while," said Parry Aftab, an internet privacy lawyer who heads up Wired Safety—which claims to be the world's largest internet safety, help, and education organization.

In an interview with eSchool News, Aftab applauded the "good intentions" of legislators to create a safe-haven for children on the internet, but said the idea "is before its time."

Since The Children's Online Privacy Protection Act (COPPA)—the law that prohibits web site owners from collecting personal information from children under the age of 13 without parental consent—went live in April of 2000, Aftab reports several child-oriented internet content providers have gone under. Reason: They have been unable to secure the parental consent necessary to collect personally identifiable information from their target audience, Aftab said.