18(c) What operating rules will you adopt to eliminate or minimize social costs?

Prototypical answer:

Question 18(c)
As a restricted gTLD, registration will only be available to registrants within the McDonald’s system and no unaffiliated third parties will be able to register second level domain names under .mcdonalds domain space. McDonald’s will utilise the services of the proposed Trademark Clearinghouse to ensure that domain names registered and the use of those domain names, do not infringe any registered third party intellectual property rights. Therefore, it is not anticipated that third party trademark owners will incur costs in relation to the .mcdonalds gTLD.

It is estimated that time and money spent by consumers who may have been targeted by malicious abuse in utilising services on the internet will reduce over time as a result of the new, trusted .mcdonalds gTLD.

18(C)I. HOW WILL MULTIPLE APPLICATIONS FOR A PARTICULAR DOMAIN NAME BE RESOLVED, FOR EXAMPLE, BY AUCTION OR ON A FIRST-COME⁄FIRST-SERVE BASIS?

The registration and use of the proposed new gTLD will be restricted to those within the McDonald’s system. Therefore conflicts between multiple applications are not anticipated to occur.


18(C)II. EXPLAIN ANY COST BENEFITS FOR REGISTRANTS YOU INTEND TO IMPLEMENT (E.G., ADVANTAGEOUS PRICING, INTRODUCTORY DISCOUNTS, BULK REGISTRATION DISCOUNTS).

Not applicable. The gTLD will be a single registrant operational model for the McDonald’s system.


18(C)III. NOTE THAT THE REGISTRY AGREEMENT REQUIRES THAT REGISTRARS BE OFFERED THE OPTION TO OBTAIN INITIAL DOMAIN NAME REGISTRATIONS FOR PERIODS OF ONE TO TEN YEARS AT THE DISCRETION OF THE REGISTRAR, BUT NO GREATER THAN TEN YEARS. ADDITIONALLY, THE REGISTRY AGREEMENT REQUIRES ADVANCE WRITTEN NOTICE OF PRICE INCREASES. DO YOU INTEND TO MAKE CONTRACTUAL COMMITMENTS TO REGISTRANTS REGARDING THE MAGNITUDE OF PRICE ESCALATION? IF SO, PLEASE DESCRIBE YOUR PLAN.

Not applicable. The gTLD will be used for internal purposes only for the McDonald’s system.

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