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
.auspost	Australian Postal Corporation	ngtld.webcentral.com.au	View

THE MISSION AND PURPOSE OF THE NEW RESTRICTED .AUSPOST 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 .auspost gTLD will operate as a restricted registry, in which Australian Postal Corporation (Australia Post) can create and control domain spaces that promote the Australia Post brand identity and authenticity. In this regard, the .auspost gTLD will be used by Australia Post to provide information, services and resources regarding Australia Post’s mail and parcel services to consumers in a way that promotes trust, convenience and utility. The .auspost gTLD will provide an authoritative internet space for Australia Post, its affiliates and partners that are associated with the brand. Second and third level domains can then be utilised for Australia Post’s diverse range of physical and digital products and services, as well as for marketing and communication purposes, with internet users assured of brand authenticity.

Australia Post is an Australian Government Business Enterprise (GBE) providing high quality, trusted and timely mail and parcel services to over 22 million Australians. Australia Post has more than 4,000 retail outlets and delivers over 21 million articles each day. Australia Post provides a wide range of products and services to individuals, such as postal, retail, banking, identity checks, travel and passport services, as well as to businesses, including document and product delivery, mail and database management, banking, office supplies, payment services and logistics. In 2009, Australia Post celebrated 200 year anniversary as Australia’s oldest, continually operating organisation. Australia Post is strengthening its position as one of Australia’s most trusted service providers by expanding what it offers in communications, financial, government and identity services, both physically and online. Australia Post is building a progressive commercial corporation through its commitment to meeting its customers’ changing needs by providing innovative and easy-to-use products and services. Australia Post aims to do everything digitally that it currently does physically and has been expanding its digital and online product and service offerings, including online postal services, payments and cards. In 2010, Australia Post successfully launched its innovative mobile website and App for iPhone and iPad, providing increased convenience for over 50,000 customers. In this regard, consumer trust and continuous innovation are paramount considerations in all its activities. The new .auspost gTLD will create a new digital channel through which Australia Post can provide Australians with innovative online products and services and easy navigation.

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. .auspost will facilitate greater trust and assurance from internet users connecting with Australia Post online, whilst still allowing convenient and efficient interaction.

Australia Post’s mission and purpose of the gTLD share ICANN’s initiatives to promote public interest. Australia Post is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:
- consumer trust: .auspost will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Australia Post and its affiliate entities, at this stage, which will provide added consumer trust that .auspost domain names are trustworthy. As .auspost domain names are subject to registration standards, policies and procedures under Australia Post’s control, this eliminates the possibility of malicious conduct within .auspost;
- competition: the 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 .auspost 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 gTLD will enable user-driven improvements and innovations assisting Australia Post’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 Australia Post. As Australia Post has effective control over the registration and use of domain names under .auspost, this will also contribute towards general service innovations on the internet.

Given the restricted nature of .auspost, the projected number of registration is likely to be limited. It is anticipated that around 5,000 domain names will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to about 10,000 domain names as Australia Post implements innovative new online products and services and marketing campaigns.

As the .auspost gTLD evolves, Australia Post may consider offering the use of second level domain names at a later date to its major customers to utilise Australia Post’s online systems and services. In this endeavour, Australia Post will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. Australia Post will keep ICANN reasonably informed of any material developments relating to .auspost including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

Australia Post is a well-recognised Australian brand with its “AUSPOST” trademark registered in Australia for the following categories: Advertising and business services (Class 35); Insurance and financial services (Class 36); Telecommunications (Class 38); and Transportation and storage (Class 39). Australia Post also has its “AUSTRALIA POST” trademark registered for the above classes, as well as a number of other classes including: Paper goods and printed matter (Class 16), Personal services (Class 45); Electronic publications and software (Class 9) and Computer services and online databases (Class 42).

Australia Post has existing domain names with an exact match to the “AUSPOST” trademark and the applied-for .auspost string in the following spaces:
- gTLDs: auspost.asia, auspost.biz, auspost.com, aupost.info, auspost.net, auspost.org
- country-code TLDs (ccTLDs): auspost.com.au, auspost.net.au and auspost.cn
Additionally, Australia Post has 18 existing domain names containing the “AUSPOST” trademark.

Australia Post believes that the .auspost gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. Australia Post trademarks are a leading brand in Australia. Australia Post has used the term Auspost in conjunction with its postal services for a significant part of its 200 year history. As such, the Australia Post brand has a rich history and is universally known in Australia for providing high-quality mail and parcel services, as well as innovative online postal, communications and financial products and services.