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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 often advising on data privacy matters. Also handles IT outsourcing mandates, including procurement processes. Additionally assists with licence agreements.

Strengths
One source appreciates that the lawyers offer advice "tailored to our specific needs and with a huge understanding of the facts and our business."

Another interviewee similarly notes that "Bech-Bruun has a high level of commitment to its clients," and underlines the lawyers' "pragmatic approach to legal issues."

Notable practitioners
Niels Andersen is a respected lawyer who advises on a broad range of IT mandates, including licensing matters and technology agreements.

Chambers and Partners Europe, TMT

Information Technology

Ranked: tier 1

Bech-Bruun focuses on issues at the intersection between IT, data protection and IT security law. Key strengths include traditional IT system development and supply agreements, public and private procurement work, transfers, due diligence, and software licensing and IT operational services agreements concerning hosting and outsourcing services. In a recent highlight, the group assisted Energinet with a large outsourcing agreement, preparing and facilitating the bidding and contracting process involving data centres, infrastructure and IT systems. Niels M. Andersen and Mikkel Friis Rossa jointly head up the group.

‘They have knowledge from many cases which allows them perspective, and they advise at a level where theory can be converted to practice. They understand our business and the situation we are in and do not waste time on unnecessary formalities.’

‘Highly professional, pragmatic approach and quick to respond.’

Legal 500, Information technology

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