Marketing

Our expertise includes:

  • Disputes and infringements
  • Consumer law
  • Labelling and certification requirements
  • Price marketing
  • Advertising
  • Marketing of environmentally friendly products
  • E-commerce
  • Gaming law
  • Comparative advertising
  • Regulatory matters
  • Direct marketing.

How can we help?
Our clients particularly seek our advice on product categories and matters regulated by extensive and complex legislation. For example pharmaceuticals, foods, animal feed, and chemicals in consumer products. They also seek guidance within areas that have been liberalised, such as discount vouchers and competitions where participation is conditional upon a product purchase.

Our competences cover all aspects of marketing law as well as Danish, European and global compliance issues.

We proactively advise our clients with the aim of preventing disputes. However, we also conduct many cases before Denmark’s ordinary courts, boards and public authorities, including the Danish Consumer Ombudsman, the Danish Medicines Agency and the Danish Gambling Authority.

Common challenges
Online marketing and social media have bred new marketing aspects and issues. A growing number of companies experience unlawful comparative advertising as well as product infringements and breach of business identifiers. Moreover, today’s focus on the environment and sustainable behaviour has resulted in more companies seeking guidance in the legal use of green labels and other ethically correct product attributes.

Tags

Our ratings

Chambers and partners

Chambers Europe Rating 2018
-  Intellectual Property

What the team is known for Well-respected team best known for handling contentious medical patent cases. Also active in the trade mark and copyright area, including anti-counterfeiting of products, as well as handling large data protection and compliance projects. Offers considerable expertise in the life sciences sector and represents pharmaceutical companies as well as many notable brands from other sectors. Advances to the top band this year, marked by the strengthening of its partner bench through the arrival of Martin Dræbye Gantzhorn from Horten and several client wins for the team, including Danfoss, Tommy Hilfiger and Carlsberg.

Strengths Sources praise the team's high level of client service and expertise, saying: "We are very pleased with the level of service we received, which overall was second to none. We are impressed by the response time which makes us feel highly valued as customers. The team we work with demonstrates top-class legal insight combined with a great understanding of our business needs."

Another client adds: "They provide to-the-point advice on a market-leading level, and they fully understand our business, always providing commercial and applicable advice."

Work highlights Advised Teva Pharmaceuticals on patent infringement proceedings against Astra Zeneca concerning the product Quetiapine.

Represented Royal Copenhagen in a case concerning trade mark and copyright infringement of Royal Copenhagen's 'Mega Fluted'brand against Porsgrund.

Significant Clients Philip Morris, ECCO, Bestseller, Rockwool International.

Notable practitioners
Klaus Madsen frequently advises clients from the pharmaceutical sector on patent and life sciences law, and is a highly regarded patent litigator. He also acts on behalf of clients on marketing and design law matters.

Claus Barrett Christiansen was recently promoted to practice head of the IP team. He provides regular advice on trade mark, design and copyright law, with a focus on contentious matters. Sources agree that he is "an extremely knowledgeable, skilled and talented lawyer who has a practical understanding of the challenges in this field."

Martin Dræbye Gantzhorn is particularly active in the pharmaceutical sector, and is noted for advising clients from the pharmaceutical and food industries on patents and regulatory matters. He climbs the rankings this year on the basis of strong client feedback, and is highly regarded by sources who say: "He is very personable, and he really listens and understands the complexity of a situation. He has a good network which he uses to solve problems and he is very quick and responsive. He is engaged and active in this area, as well as enthusiastic and passionate, so you really get above and beyond."

Christian Vinding Thomsen focuses predominantly on the life sciences and pharmaceutical sector, advising on a mixture of IP, regulatory and compliance issues. Clients recognise him as someone who is "very strategic and experienced, and who provides valuable input."

Sources say Mikkel Friis Rossa"has built an impressive business in a very short space of time" due to his "can-do attitude and impressive business understanding." The same source adds that "he never over-complicates or over-sells, and his in-depth legal knowledge allows him to offer clear opinions and operational advice without any reservations." Rossa focuses on IPR, data protection and trade mark matters as well as marketing law.

Chambers and Partners Europe, Intellectual Property

Chambers - Firm Logo SH lille

Chambers Global Rating 2018
-  Intellectual property

Klaus Madsen frequently advises clients from the pharmaceutical sector on patent and life sciences law, and is a highly regarded patent litigator. He also acts on behalf of clients on marketing and design law matters.

Claus Barrett Christiansen was recently promoted to practice head of the IP team. He provides regular advice on trade mark, design and copyright law, with a focus on contentious matters. Sources agree that he is "an extremely knowledgeable, skilled and talented lawyer who has a practical understanding of the challenges in this field."

Martin Dræbye Gantzhorn is particularly active in the pharmaceutical sector, and is noted for advising clients from the pharmaceutical and food industries on patents and regulatory matters. He climbs the rankings this year on the basis of strong client feedback and is highly regarded by sources, who say: "He is very personable, and he really listens and understands the complexity of a situation. He has a good network which he uses to solve problems and he is very quick and responsive. He is engaged and active in this area, as well as enthusiastic and passionate, so you really get above and beyond."

Sources say Mikkel Friis Rossa "has built an impressive business in a very short space of time" due to his "can-do attitude and impressive business understanding." The same source adds that "he never overcomplicates or oversells, and his in-depth legal knowledge allows him to offer clear opinions and operational advice without any reservations." Rossa focuses on IPR, data protection and trade mark matters as well as marketing law.

Christian Vinding Thomsen focuses predominantly on the life sciences and pharmaceutical sector, advising on a mixture of IP, regulatory and compliance issues. Clients recognise him as someone who is "very strategic and experienced, and who provides valuable input."

Chambers and Partners Global, Intellectual Property

Bech-Bruun Recommended by Legal500

Legal500 Rating 2018
-  Intellectual property

Bech-Bruun fields an ‘impressive team of legal experts’ that is ‘ready for any task related to IP’. Klaus Ewald Madsen represented Teva Pharmaceuticals in a patent case against AstraZeneca. ‘Professional and pragmaticDan Bjerg Geary advises Fiskars Denmark on all IP matters, including trade mark and design portfolio management, licensing, counterfeit and infringement work. Life sciences expert Martin Dræbye Gantzhorn arrived from Horten.

Legal 500, Intellectual property

  • Copenhagen

    Langelinie Allé 35
    2100 Copenhagen

  • Aarhus

    Værkmestergade 2
    8000 Aarhus C

  • Shanghai Representative Office

    No.1440 Yan'an Middle Road, Suite 2H08
    Jing'an District, 200040 Shanghai, P.R. China

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