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
.polo	Ralph Lauren Corporation	ralphlauren.com	View

THE MISSION AND PURPOSE OF THE NEW RESTRICTED .POLO 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 .polo gTLD will operate as a restricted registry, in which Ralph Lauren Corporation (RLC) can create and control domain spaces that promote its brand identity and authenticity. In this regard, the .polo gTLD will be used by RLC to provide information, services and resources of its POLO brand to consumers in a way that promotes trust, convenience and utility. The .polo gTLD will provide an authoritative internet space for RLC, its affiliates and partners that are associated with the brand, with internet users assured of brand authenticity. Domain names under the .polo gTLD can then be utilised to communicate to a global audience as a single digital location for POLO, enhancing RLC’s ability to productively market, promote and sell POLO brand within the constantly evolving digital economy.


The RLC’s POLO brand was founded by Ralph Lauren in 1967 and is a global leader in the design, marketing and distribution of premium lifestyle products. The range of POLO products includes men’s, women’s and children’s apparel, accessories (including footwear), fragrances and home furnishings. The POLO brand is one of the strongest Ralph Lauren brands, with significant global awareness and reach, breadth of product, and multi-channel distribution. POLO branded products are currently distributed in approximately 40 countries worldwide and have a digital brand presence in over 30 countries. Over 7 million users visit the RLC website every month and and additional 20.4 million users search for POLO on Google per month. The proposed .polo gTLD will allow RLC to unify and reinforce a consistent digital brand presence for POLO, and aid in its continued differentiation of the POLO brand. In this regard, continuous innovation and consumer trust are paramount considerations in all of RLC’s business activities.


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. The .polo gTLD will facilitate greater trust and assurance from internet users connecting with RLC online, whilst still allowing convenient and efficient interaction.


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

- consumer trust: the .polo gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to RLC and its affiliate entities, which will provide added consumer trust that .polo domain names are trustworthy. As .polo domain names are subject to registration standards, policies, and procedures under RLC’s control, this eliminates the possibility of malicious conduct within the .polo 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 the .polo 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 RLC’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 RLC. As RLC has effective control over the registration and use of domain names under .polo domain space, this will also contribute towards general service innovations on the internet.


Given the restricted nature of the .polo gTLD, the projected number of registration is likely to be limited. It is anticipated that a more limited number of 5 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 500 domain names as RLC develops and implements new services and marketing campaigns.


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


RLC 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, RLC will use geographic names to localise its websites in the 40 countries in which its products are currently distributed. 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.

RLC also intends to utilise Internationalized Domain Names (IDNs) at the second level, in the following languages: French, German, Italian, Mandarin and Spanish. The use of IDNs will allow internet users to engage with .polo in their native language, creating a more positive user experience and encouraging diversity. As the use of the .polo gTLD evolves, it is anticipated that the use of IDNs, including additional languages, will increase within the .polo domain space.


POLO is a well-recognised global brand with its trademarks registered in 76 countries and territories for a variety of goods and services included, but not limited to, apparel, footwear and headgear for men, women and children, bags and leather accessories, home goods, textile goods, lighting and furniture and retail store services.
Further, RLC has an extensive portfolio of domain names including, existing domain names with an exact match to the “POLO” trademark and the applied for .polo gTLD in the following spaces:

- gTLDs: .com, .info, .jobs, .mobi

- country-code TLDs (ccTLDs): .ae, .ai, .cl, .co, .kids.us, .ph, .qa.


RLC also has over 600 domain names containing the “POLO” trademark together with other terms, in a number of gTLDs and ccTLDs.

RLC believes that the .polo gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. RLC trademarks are a leading global brand with significant reputation worldwide. RLC has used the term POLO in conjunction with its premium lifestyle and fashion businesses for over 50 years. As such, POLO and the other RLC brands are well known worldwide.