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
.fun	Oriental Trading Company, Inc.	oriental.com	View

18(a)

THE MISSION AND PURPOSE OF THE NEW RESTRICTED .FUN gTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST, EXPERTISE, CONVENIENCE AND UTILITY.

The new .fun gTLD will operate as a restricted registry, in which the Oriental Trading Company, Inc. (OTC) can create and control domain spaces that promote its brand identity and authenticity within the trusted .fun domain space. In this regard, .fun will be used by OTC to provide targeted services, content and products relevant to its consumers in a way that promote trust, quality, convenience and utility. The .fun gTLD will provide an authoritative Internet space for OTC, its affiliates and partners where OTC can develop an unlimited number of domain names dedicated and relevant to “fun” and to provide Internet users with content, services and products they need, while being assured of brand authenticity.
OTC is the largest direct retailer of value-priced party supplies, arts and crafts, toys, novelties and a leading provider of school supplies and affordable home décor and giftware. OTC was established in the US in 1932 with its headquarters in Omaha, Nebraska. In the 1970’s OTC quickly expanded by using catalogs and direct marketing to target consumers, schools, non-profit organization, retailers and businesses. As the Internet grew in popularity in the late 1990’s OTC further explored new ways to reach its growing customer base on the Internet. In 2011, OTC had over 30 million customers on file, over 250 million catalogs mailed annually, operated three Internet websites and now has over 40,000 different products on offer.
OTC also received the ‘Omaha 25’ Award for Corporate Citizenship and the ‘National Communitas Award’ for Corporate Social Responsibility. OTC has been active as a supplier of party items for every type of party for over 80 years and has a strong reputation in the US and Canada with its easy online order system. The orientaltrading.com website ranks among the Top 20 retail sites for online customer satisfaction. Currently customers outside of Canada and the US can only place orders via the call center. OTC seeks to further enhance its reputation worldwide while maintaining its lowest price guarantee and aims for customers in other countries to be able to place orders online.
Since the inception of the current domain name system, business activities conducted on the Internet are constantly changing and evolving with increased complexity. 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 confidence beyond mere monetary harm. .fun will facilitate greater trust and assurance from Internet users connecting with OTC online, whilst still allowing convenient and efficient interaction.
OTC’s mission and purpose of .fun gTLD share ICANN’s initiatives to promote public interest. OTC is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:
- Consumer trust: the .fun gTLD registry will be operated in a centralized manner with a restrictive registration policy. Registration of domain names will only be available to OTC and its affiliate entities, at this stage, which will provide added consumer trust that .fun domain names are trustworthy, represent quality, expertise and excellent customer service. As .fun domain names are subject to registration standards, policies and procedures under OTC’s control, this eliminates the possibility of malicious conduct within the .fun domain space.
- Competition: .fun 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 .fun will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs
- Consumer choice: the .fun gTLD will enable user-driven improvements and innovations assisting OTC’s marketing efforts through its ability to create new second and third level domain names on demand to develop .fun domain names in the second and third level. The development of second and third level domain names will allow consumers to easily access targeted services, content and products offered by OTC. These names will provide the consumers with more choices for interacting with OTC and access dedicated domain names relevant to “fun” within the trusted .fun gTLD. As OTC has effective control over the registration and use of domain names under .fun domain space, this will also contribute towards general service innovations on the Internet
Given the restricted nature of the .fun gTLD, the projected number of registration is likely to be limited. It is anticipated that a more limited number of around 75 domain names will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to up to 300 domain names as OTC develops and implements new services and marketing campaigns.
As the new .fun gTLD expands and evolves, OTC may consider offering the use of second level domain names to its authorized resellers at a later stage (upon meeting all required criteria as set out in the registration policy and entering into appropriate agreements with OTC). In this endeavor, OTC will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the Internet. OTC will keep ICANN reasonably informed of any material developments relating to .fun including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.
OTC 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 the registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, OTC will use geographic names to localize its websites in the countries in which it has and targets customers. The use of geographic names is intended to:
- Connect Internet users with relevant information in the relevant countries.
- Comply with required rules and regulations in the national territory.
OTC has 122 existing domain names containing the applied-for .fun string in domain spaces including otcfun.com, funexpress.com, birthdayfun.com, valentinesdayfun.com, maketheworldmorefun.com. worldrecordfun.com, handsonfun.us and funimpressions.us.

OTC believes that the .fun gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. OTC has built on its tradition and reputation as the largest US direct retailer of value-priced party supplies for over 80 years and has registered several trademarks and domain names containing the word “fun”. OTC has linked its activities to the word “fun” since its establishment and has been able to build a strong reputation as a supplier of fun products and services to customers worldwide. Together with the growth of the Internet, OTC has actively promoted its reputation as one of the top providers of party supplies, offering customers worldwide the possibility to order items via its websites or call center. The .fun gTLD aims to better serve the OTC customers worldwide and to strengthen its reputation as a reliable and trustworthy domain space for all fun events and activities. OTC has linked its business directly with fun for over 80 years and will further strengthen its reputation through the creation of a .fun domain space.