New York, Nov. 16 : Colleges and universities are busy buying up websites with their names attached to the new .xxx domain, just in case some adult sites want to cash in on their co-eds.

According to the New York Daily News, the .xxx domain, set to launch later this year, might be a good way for people to find adult content online, but it could also lead to some serious embarrassment if someone snags Harvard. xxx for nefarious purposes.

The University of Missouri-Columbia has already registered missouri. xxx and missouritigers. xxx as a cautionary measure.

"We don''t want someone coming across our trademark on a porn site. God only knows what they''d come up with," Terry Robb, Missouri’s director of information technology told STLToday. com.

All over the country, universities are snapping up the .xxx domains to prevent their institutions being confused with “girls gone wild.”

"The Internet is a very creative place, and I don''t think anybody could possibly secure every possible combination that could ultimately be embarrassing to an individual, company or university," Michael Schoenfeld, a Duke spokesman, told the Charlotte Observer.

Nearby UNC-Chapel Hill has already bought up tarheels. xxx, UNC and has filed to register UNC. xxx and UniversityofNorthCarolina. xxx.

Even schools that are unlikely to be targeted for exploitation are buying up incriminating domain names.

The St. Louis College of Pharmacy, bought up stlcop. xxx.

"It''s better to be safe than sorry,” said Chad Shepherd, the school''s vice president of information technology. (ANI)