Advertising, Marketing & Promotions

Navigating the complex, highly regulated, global advertising, marketing and promotions law landscape requires strategic counsel for a rapidly evolving industry. Our team provides clear, practical guidance to help clients stay ahead in a competitive market while balancing creativity with compliance.

Loeb & Loeb’s Advertising, Marketing & Promotions practice is a recognized leader, partnering with consumer brands and their agencies; entertainment, sports and media companies; and creators and creator platforms in all aspects of their businesses, from counseling and transactions to dispute resolution.

Ranked Band 1 by both Chambers and Partners and The Legal 500, we are consistently named among the best in the country. We are known across the industry for combining sharp legal insight with real-world business sense. Clients turn to us for guidance on today’s most sophisticated marketing strategies and stay for our deep industry knowledge, practical advice, responsiveness, creative solutions and cost-effective results.

Clients choose our team for its:

Business-Friendly and Practical Approach. We serve as trusted partners to both business and legal teams, delivering practical, actionable guidance tailored to our clients’ commercial objectives. Our lawyers excel at bridging the gap between legal requirements and business realities, collaborating closely with internal stakeholders and providing risk-adjusted advice that aligns with each client’s risk tolerance.
High Level of Availability and Responsiveness. Our clients consistently choose us because we provide in-depth knowledge—not just of the law but also of business considerations—delivering results-oriented, proactive, practical, fast and creative legal representation. We take pride in being available when clients need us and in addressing their needs promptly and efficiently.
A Team With Deep Industry Knowledge. With a core group of devoted lawyers, we offer unparalleled knowledge across the advertising, marketing and promotions landscape—whether in transactions, counseling or dispute resolution. We apply this insight to help identify trends and business opportunities and build out innovative solutions to address challenges. This depth of experience is why many consumer brands and their agencies; entertainment, sports and media companies; and creators and creator platforms turn to Loeb to maintain compliance with complex privacy laws, for advice on innovative deals and partnerships, and to protect intellectual property (IP).
Cost-Effective Representation. Our teams are uniquely structured with senior partners and talented associates to ensure that matters are handled with both efficiency and depth of knowledge. Leveraging our collective experience, we’re able to deliver competitive, cost-effective representation without sacrificing quality or having to “reinvent the wheel” for each matter.

Our team provides strategic counsel across all aspects of advertising, marketing and promotions, with core capabilities including:

At the forefront of the advertising and marketing legal landscape, our Advertising, Marketing & Promotions lawyers deliver cutting-edge counsel that keeps clients ahead of evolving regulations and industry standards. We provide comprehensive support for advertising clearance and claims substantiation, ensuring compliance with the FTC, the National Advertising Division (NAD) , state attorneys general and key industry groups. Our services extend to union requirements, including SAG-AFTRA, and cover licensing for music, talent, sponsorships and branded entertainment. We also advise on agency-client agreements and marketing in regulated industries, offering extensive experience in children’s advertising and union-related matters. Our proactive approach helps brands innovate confidently while minimizing legal risk.

Our team structures and reviews a wide range of promotional campaigns, including sweepstakes, contests, coupons, rebates, gift cards, and loyalty or rewards programs. We ensure compliance with federal and state promotional laws, including registration and bonding requirements where applicable. We also provide strategic counsel, training and risk mitigation for cause marketing, event-based promotions and entertainment tie-ins, helping brands engage audiences while minimizing legal exposure.

In a growing and competitive market for creators and digital engagement, brands must navigate a complex and fast-changing regulatory environment. We provide strategic legal support for influencer-, creator- and user-generated content agreements, ensuring full compliance with FTC guidelines and international disclosure standards. Our team advises on social media campaigns, native advertising, mobile marketing and e-commerce initiatives, while offering platform-specific policy guidance. We also assist with real-time content review, campaign structuring and moderation best practices, helping clients maintain brand integrity and consumer trust across digital platforms.

As privacy regulations evolve globally, our team helps clients stay compliant while maintaining marketing effectiveness. We offer legal guidance under the Children’s Online Privacy Protection Act, the General Data Protection Regulation, the California Privacy Rights Act, the Telephone Consumer Protection Act, the Controlling the Assault of Non-Solicited Pornography and Marketing Act and other privacy laws, covering email, SMS/text, behavioral advertising and audience targeting. Our services include privacy-by-design implementation, cross-border data transfer support and data security planning, including breach response strategies tailored to marketing operations.

Our lawyers routinely draft and negotiate media buying, planning and placement agreements, as well as contracts for software-as-a-service, platform-as-a-service and programmatic advertising. We provide counsel on adtech, martech, data licensing and cloud-based platform agreements. Additionally, we support e-commerce infrastructure development and domain name strategy, ensuring seamless integration of legal protections into digital operations.

As brands explore new frontiers in technology, we offer legal counsel for AI-generated content, automation tools and disclosure risks. Our team advises on the legal implications of non-fungible tokens, crypto assets, decentralized autonomous organizations, digital tokens and blockchain-based marketing campaigns. We also provide IP, contract and regulatory guidance for immersive technologies such as augmented reality , virtual reality and metaverse experiences.

Our team counsels clients on branded content, advertiser-produced programming and entertainment integrations across various media. Our services include negotiating sponsorships and tie-ins in sports, music, film, television, podcasts and live events. We also handle talent and celebrity endorsement contracts, ensuring alignment with brand objectives and legal regulations.

When disputes arise, our Litigation team is equipped to defend clients in Lanham Act cases, false advertising claims and class actions. We enforce copyright, trademark and publicity rights, and represent clients in regulatory investigations by the FTC and state attorneys general and in NAD disputes. We also handle SAG-AFTRA and other union-related arbitrations, audits and collective bargaining matters.

We manage trademark, copyright, domain name and trade dress registration and enforcement to protect brand assets. Our lawyers provide IP licensing and maintenance services tailored to marketing, e-commerce and technology platforms. We also offer clearance for publicity rights, likeness use and branded content to ensure campaigns are legally sound and reputationally secure.

From structuring and registering charitable co-ventures to fundraising campaigns, our team ensures compliance with all aspects of solicitation laws and advertising regulations. We have experience providing legal guidance for marketing initiatives tied to environmental, social, and governance goals and corporate social responsibility programs, helping brands communicate their values with integrity and transparency.

We don’t say no—we look for ways to say yes. Our lawyers work side by side with in-house legal, marketing and product teams to turn ambitious ideas into compliant executions. From launching a national campaign and managing influencer disclosures at scale to guiding the responsible use of AI, we help you build creative strategies with confidence.

Whether you’re pushing creative boundaries or navigating regulatory challenges, we’re here to support your next campaign or long-term strategy with bold, responsible and strategic marketing counsel.