gTLD	Full Legal Name	E-mail suffix	Detail
.lundbeck	H. Lundbeck A⁄S	lundbeck.com	View

THE MISSION AND PURPOSE OF THE NEW RESTRICTED .LUNDBECK gTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST AND CONFIDENCE THROUGH THE ELIMINATION OF USER CONFUSION AND ASSURANCE OF BRAND AUTHENTICITY.

The new .lundbeck gTLD will operate as a restricted registry, in which H. Lundbeck A⁄S (Lundbeck) can create and control domain spaces that promote its brand identity and authenticity. In this regard, the .lundbeck gTLD will provide an authoritative internet space for Lundbeck to provide information, services and resources to consumers in a way that promotes the brand awareness, exclusivity, trust, convenience and utility. Second and third level domains can then be utilised for information and marketing purposes, with internet users assured of brand authenticity.

Lundbeck is a global pharmaceutical company that was established in 1915. Lundbeck is conducting research into developing, manufacturing, marketing, selling and distributing pharmaceutical products for the treatment of disorders of the central nervous system (CNS) including depression, Alzheimer’s disease, Parkinson’s disease and schizophrenia. Lundbeck is listed on the Copenhagen Stock Exchange (since 1999) and in 2010, Lundbeck generated a revenue of approximately DKK 14,8 billion. Lundeck currently has almost 6,000 employees worldwide in 57 countries with its pharmaceutical products registered in more than 100 countries. Further, Lundbeck has production facilities in Italy, France, Mexico and Denmark and has research centres in Denmark and the US. As a leading global pharmaceutical company, consumer trust and continuous innovation are paramount considerations for Lundbeck.

Business activities are increasingly conducted over the internet, allowing for greater levels of interaction between businesses and customers. As a result, both businesses and end users benefit from ease of interaction and a wider range of choices with lower transaction costs. However, the development in this arena in the current domain name system has exposed both businesses and consumers to increased criminal activities over the internet, including data breach, hacking and phishing. These sophisticated criminal activities cause reputational damage to businesses as internet users lose consumer confidence and trust with the businesses targeted by such criminal activities. The .lundbeck gTLD will facilitate greater trust and assurance from internet users connecting with Lundbeck online, whilst still allowing convenient and efficient interaction.


Lundbeck’s mission and purpose of the proposed new gTLD share ICANN’s initiatives to promote public interest. Lundbeck is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:

- consumer trust: the .lundbeck gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Lundbeck which will provide added consumer trust that .lundbeck domain names are trustworthy. As .lundbeck domain names are subject to registration standards, policies and procedures under Lundbeck’s control, this eliminates the possibility of malicious conduct within the .lundbeck domain space;

- competition: the proposed new gTLD is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in .lundbeck gTLD will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and

- consumer choice: the proposed new gTLD will enable user-driven improvements and innovations assisting Lundbeck’s marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with Lundbeck. As Lundbeck has effective control over the registration and use of domain names under .lundbeck domain space, this will also contribute towards general service innovations on the internet.


Given the restricted nature of the .lundbeck gTLD, the projected number of registration is likely to be limited. It is anticipated that a more limited number of domain names (around 100) will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to about 250 domain names as Lundbeck develops and implements new services and marketing campaigns. As the new .lundbeck gTLD expands and evolves, Lundbeck will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. Lundbeck will keep ICANN reasonably informed of any material developments relating to .lundbeck gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.


Lundbeck intends to create relevant domain names for use including product, services or geographic names in the second or third level domain names. In accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, Lundbeck will use geographic names to localise its websites in the countries in which it currently operates. The use of geographic names is intended to:

- connect internet users with relevant information as applicable to the territory; and

- comply with required rules and regulations in the national territory.


At this stage, Lundbeck does not intend to utilise Internationalized Domain Names (IDNs) at the second level. However, as the use of the .lundbeck gTLD evolves, Lundbeck msy utilise IDNs within the .lundbeck domain space to allow internet users to engage with .lundbeck in their native language, creating a more positive user experience and encouraging diversity.

Lundbeck is a well-recognised global brand with its trademarks registered in all European and 26 other countries and territories for the following category: class 5 (pharmaceutical and veterinary preparations, pharmaceutical preparations and substances for the prevention and treatment of disorders and diseases in, generated from, affecting, acting on or stimulating the central nervous system).

Further, Lundbeck has over 1,500 existing domain names, of which 215 domain names contain the “lundbeck” trademark and 161 domain names are exact matches to the “lundbeck” trademark, in the following spaces:

- gTLDs: lundbeck.com, lundbeck-lexapro.com, lundbeck-pharma.com, lundbeck-symposia.com, lundbeck.mobi, lundbeck.net, lundbeck.org, lundbeck.tel, lundbeckcodeofconduct.com, lundbeckelearning.com, lundbeckinstitute.com, lundbeckinstitute.org, lundbeckpharma.com, lundbeckpharamaceuticals.com, lundbeckpharamceuticalsinfo.com, lundbeckpharamaceuticals.info, lundbeckpharamaceuticals.net, lundbeckpharamaceuticals.org, lundbecktrials.com

- country-code TLDs: lundbeck.ac, lundbeck.ae, lundbeck.ag, lundbeck.ai, lundbeck.am, lundbeck.as, lundbeck.be, lundbeck.cc, lundbeck.cn, lundbeck.co, lundbeck.co.jp, lundbeck.co.nz, lundbeck.co.za, lundbeck.com.mt, lundbeck.com.pa. lundbeck.com.ce, lundbeck.com.pk, lundbeck.com.pl, lundbeck.com.ro, lundbeck.com.ru, lundbeck.com.sg, lundbeck.do, lundbeck.hk, lundbeck.hn, lundbeck.ir, lundbeck.kg, lundbeck.ir. lundbeck.lv, lundbeck.lu, lundbeck.lt, lundbeck.mn, lundbeck.ua, lundbeck.vn

Recently, Lundbeck was successful in securing sunrise application for the following domain spaces based on existing trademark registration: .asia, .mobi, .tel, .org, .net

gTLD	Full Legal Name	E-mail suffix	Detail
.afl	Australian Football League	afl.com.au	View

THE MISSION AND PURPOSE OF THE NEW RESTRICTED .AFL gTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST AND CONFIDENCE THROUGH THE ELIMINATION OF USER CONFUSION AND ASSURANCE OF BRAND AUTHENTICITY.

The new .afl will operate as a restricted registry, in which the Australian Football League (AFL) can protect, create and control domain spaces that promote its brand identity and authenticity. .afl will provide the official and authoritative internet space for the AFL, clubs, players and corporate partners that are associated with the AFL brand to provide information, services and resources regarding the game to fans, participants and consumers in a way that promotes trust, confidence and utility. Domain names in .afl will be utilised for communication and marketing purposes with internet users assured of brand authenticity.

The AFL is the administrator, operator and promoter of the elite national league of Australian Football. Australian Football is one of the most popular sports in Australia in terms of match attendances, broadcast audiences and participation rates. In 2011, 7.14 million people attended AFL matches, the national weekly television audience was approximately 4.7 million and there were nearly 800,000 registered participants in Australia and 45,000 overseas. Beginning as a state football league in 1896, the AFL commenced in 1989 as the league expanded into a national competition. The AFL now has 18 clubs located in five States and holds matches across Australia. The AFL generates significant revenue for itself and participating clubs through licensing media and broadcasting rights, club memberships, match attendance, corporate sponsorships and hospitality, events and merchandising. The AFL reached revenue in 2011 of AUD234 million and sold the licence to television broadcasting rights for the 2012-2016 period for an Australian record AUD1.253 billion. The AFL is a brand leader in the Australian sport industry and in the utilisation of its online and digital media content. .afl will strengthen the AFL brand and allow the AFL to lead the way in brand reputation, consumer trust and continuous innovation as well as the development of its online, mobile and digital media, resulting in a greater engagement from its participants, partners and fans.

Since the inception of the current domain name system, the volume of commercial transactions over the internet is constantly growing and bringing benefits of simplicity and lowered transaction costs to businesses and consumers. However, at the same time, criminal activities over the internet including data breach, hacking and phishing activities have also become more sophisticated resulting in loss of consumer trust. The .afl gTLD will facilitate greater trust and assurance from internet users connecting with the AFL online, whilst still allowing convenient and efficient interaction.

AFL’s mission and purpose of .afl share ICANN’s initiatives to promote public interest. The AFL is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:
- consumer trust: the .afl gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to AFL and its affiliate entities, at this stage, which will provide added consumer trust that .afl domain names are trustworthy. As .afl domain names are subject to registration standards, policies and procedures under the AFL’s control, this eliminates the possibility of malicious conduct within the .afl domain space;
- competition: .afl is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in .afl will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and
- consumer choice: the .afl gTLD will enable user-driven improvements and innovations assisting AFL’s marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with the AFL. As the AFL has effective control over the registration and use of domain names under .afl domain space, this will also contribute towards general service innovations on the internet.

Given the restricted nature of .afl, the projected number of registration is likely to be limited. It is anticipated that between 100 and 300 domain names will be registered in the first few years. However, the number of registrations is likely to increase as the AFL expands and implements new marketing campaigns.

As .afl evolves, the AFL may consider offering the use of second level domain names to its players, clubs, club members, corporate partners and resellers at a later date. In this endeavour, the AFL will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. The AFL will keep ICANN reasonably informed of any material developments relating to .afl including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

The AFL intends to create relevant domain names including products or geographic names within .afl. In accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, the AFL will use geographic names to localise its websites in countries in which it operates. It is anticipated that the number of geographic names used at the second level will increase as the AFL expands both within Australia and internationally. The use of geographic names is intended to:
- connect internet users with relevant information as applicable to the local community, state and territory; and
- comply with required rules and regulations in the national territory.
The AFL does not intend to utilise Internationalized Domain Names (IDNs) at the second level initially. However, as the use of .afl evolves, the AFL may utilise IDNs within .afl to allow internet users to engage with .afl in their native language, creating a more positive user experience and encouraging diversity.

The AFL is a well-recognised and respected Australian brand with its trademarks registered in Australia, US, China and South Africa. The AFL owns all trademarks used in connection with the AFL competition, including those used by the 18 participating clubs. As a result, the AFL currently owns 296 trademarks in Australia for 20 categories, including: Paper goods and printed matter including photographs (Class 16); Fabrics (Class 24); Clothing (Class 25); Toys, sporting goods and equipment (Class 28); Advertising and business services (Class 35); Telecommunications services including television, radio and internet broadcasting (Class 38); and Education and entertainment services (Class 41).

The AFL has existing domain names with an exact match to the “AFL” trademark and the applied-for .afl string in the following spaces:
gTLDs: afl.mobi, afl.asia
ccTLDs: afl.com.au, afl.cm, afl.co, afl.to
Additionally, the AFL has 18 gTLDs and 75 ccTLDs containing the “AFL” trademark.

The AFL believes that .afl is unlikely to cause confusion with either a generic term or any existing TLDs. AFL trademarks are a leading brand in the sport industry with a particularly strong reputation in Australia. The Australian Football competition has existed for over 115 years and the AFL has used the term AFL in conjunction with its national football league for almost 23 years. As such, the AFL brand is synonymous with Australia’s premier national sporting competition.