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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

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What the team is known for
Well-regarded team with expertise in an array of IT matters including IT system development, supply agreements and telecoms infrastructure agreements. Also advises on regulatory aspects of transactional and corporate mandates in the IT sector. Maintains a media practice focused on distribution rights and licensing issues. Acts on behalf of private clients in the media, energy and technology industries as well as state-owned entities and municipalities.

Strengths
Sources report the advice is "to the point," and the team "always reverts quickly and within the timeframes agreed."

Interviewees note that the team is "good at simplifying things for clients and taking things from a commercial prospective."

Work highlights
Advised Blackwood Seven on capital infusions from a range of investors.

Notable practitioners
Arly Carlquist is adroit at dealing with licensing matters, as well as advising on technology agreements and compliance. Interviewees remark that "he has a very good overview."

Niels Andersen is "very recognised in the market" and handles a variety of issues, including arbitration, outsourcing and licensing matters. Market sources regard him as a "commercial and pragmatic lawyer."

Chambers and Partners Europe, TMT

Information Technology

Ranked: tier 1

Bech-Bruun is highly skilled in contracts, outsourcings and licensing matters; Niels M. Andersen also has notable expertise in contracts and transactions, Arly Carlquist focuses on outsourcings and procurement matters, and Mikkel Friis Rossa and Thomas Munk Rasmussen are key contacts for compliance and data protection work. Recent highlights include Andersen assisting Energinet with its outsourcing agreements, and Rossa advising the Municipality of Copenhagen and Danfoss on their separate GDPR compliance programmes.

Legal 500, Information technology

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