Online marketing & advertising

Online marketing & advertising

"Clients say that [Laurence Kaye] is "good at getting back to us and understands our commercial requirements.""

Chambers UK 2013

We understand that your online marketing and advertising activities, which are increasingly innovative and creative, are essential to building your business's brand and reputation.

The digital shift has created a brave new world for online marketing and advertising, and our publishing and digital media team is on hand to navigate you through the wide range of commercial and regulatory challenges that the use of online marketing and advertising methods, and their associated technologies, bring with them.

The combination of the content, creativity and technology required to formulate and deliver online marketing and advertising campaigns to customers has given rise to a raft of industry codes, self-regulatory guidance and best practice that exist alongside the 'black letter law'.

Whether your business is carrying out outbound marketing by using its databases to send email communications or newer inbound techniques such as Pay Per Click (PPC), branded content or cookie-driven, online behavioral advertising (OBA) to target customers for your campaigns, your investment in your business' brand and reputation can be damaged by the sanctions and censure that industry and other bodies can bring, if their rules are breached.

Our team is experienced in providing practical, commercially feasible advice to untangle the array of both 'hard' and 'soft' legal compliance requirements and help you to achieve your business objectives as effectively as possible.

The sophistication of online marketing and advertising methods has also led to the need for businesses to collaborate with not only content providers and online marketing and advertising agencies, but also the technology providers that power the underlying platforms and delivery systems.

Our experience in negotiating agreements with commercial partners of all shapes and sizes will help you cover all the key issues to put these deals together including understanding your and your partners' responsibilities in respect of data protection, confidentiality and your customers' privacy.

Web and app technologies together with social network platforms now allow you to create direct channels of communication with your customers by nurturing your own communities online, managing your marketing dialogue with them directly. And whilst the opportunities are enormous, the commercial , legal and reputational risks arising from these new relationships can be significant.

Our publishing and digital media team combines commercial flair with a firm grasp of the constantly evolving technological and legal landscape of online marketing and advertising.

So whether you are looking for help with managing the risks arising from your 'B2C' relationships, your latest marketing campaign or negotiating contracts with key partners and agencies, you can be sure that you and your business are in safe hands.

Previous work highlights

  • Advising the publisher of an internationally targeted web platform on data protection and privacy issues, including email and viral marketing, and prize promotions
  • Advising an online celebrity talent marketing agency on the risks arising from its use of the social media on behalf of its clients
  • Advising a leading digital agency in connection with an innovative social media app commissioned by a global mobile phone manufacturer