Online marketing and social media have created a new framework for marketing, resulting in a need to consider more legal aspects. We are seeing an increase in the use of illegal comparative advertisements, and cases relating to product infringement and infringement of distinctive marks constitute an increasing problem for many enterprises.

Our clients in particular request advice in product categories regulated by increasingly extensive and complex legislation, for instance pharmaceuticals, medical devices, foods, animal feed, cosmetics and chemicals.   

We are skilled in all aspects of marketing law and provide advice in cases relating to both Danish and European law and to global compliance. 

Our advisory services include:

  • Disputes and infringement
  • Consumer rights
  • Price marketing
  • Advertisements, also on social media
  • Environmental marketing
  • Labelling and certification requirements
  • Ecommerce
  • Gambling legislation
  • Comparative advertising
  • Regulatory issues
  • Direct marketing, spam and consent
  • Negotiations with authorities, including the Danish Consumer Ombudsman
  • Cases relating to product imitations and counterfeit products
  • Trade secrets.

Our team consists of highly qualified lawyers who are experts in the field. Our specialists have long-standing experience advising on all areas of law relating to marketing and advertising.

To ensure optimal advisory services, we frequently cooperate with lawyers from our other practice groups such as Life Sciences, Data Protection, Compliance, EU & Competition, Intellectual Property. 

 


Marketing & Advertising

TMT

Chambers-and-Partners-Logo_200w1

What the team is known for
Bech-Bruun is a well-known law firm offering strong expertise in IT mandates across Denmark. Its team is well placed to advise on outsourcings and the negotiation of SAP, master licence and SaaS agreements. In addition, clients benefit from the firm’s strength in digitalisation projects, cyber breaches and product launches as well as software procurements. GDPR compliance projects and data protection inspections are also assisted with, while the firm’s members also act as data protection officers. Bech-Bruun is further recognised for its telecommunication expertise, assisting with regulatory mandates such as EECC implementation. Its clientele includes prominent international clients from the technology, automotive and energy sectors as well as public entities.

Notable practitioners
Niels Andersen remains a trusted adviser for his strength in a broad array of IT mandates ranging from large outsourcing projects and software procurements to the negotiation of IT contracts and product launches.

Chambers and Partners Europe 2022, TMT

Information Technology

Ranked: Tier 1

Bech-Bruun handles the full spectrum of issues relating to IT law, including traditional IT system development and supply agreements as well as emerging technologies such as AI and blockchain media. The strength of the team’s capabilities is reflected in its client roster that includes Microsoft and Samsung. It is particularly strong in the area of data protection and has extensive experience providing TMT advice to public sector clients. Practice head Mikkel Friis Rossa advises on IT matters and new technologies at the intersection between IT, data protection and marketing law, while Niels M. Andersen maintains a prominent reputation in the IT space.

"The collaboration, people and flexibility have been and are outstanding."

"The knowledge of our business and need. It provides quick and good answers to our challenges and at an acceptable price."

"Always very quick to respond and use all the specialists there are in Bech Bruun, so we always get the best and still the experience of one point of contact."

Legal 500, Information Technology

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