Online Advertising

Online advertising is one of the areas of activity where a cross-cutting approach alongside specialist skills becomes essential. In such area, the firm provides advice on how to review advertising campaigns, with a focus on the most relevant aspects of the use of communication tools in the IT environment.

By providing guidance on advertising and IP rights issues, the firm assists the various economic operators in the online advertising chain in evaluating keywords advertising campaigns against the rules governing competitors’ IP rights and those overseeing the prohibition of misleading advertising, comparative advertising and unfair commercial practices.

Based on its experience in processing of personal data legal issues, the firm is also able to effectively support the Client in the design, implementation and verification of online behavioral advertising based on user profiling tools (such as cookies and other tracking technologies).

The advisory activity extends to online promotional activities such as sweepstakes, games, surveys and collections to win prizes, gifts, free samples or discount vouchers, as well as any other means of consumer engagement and loyalty (gamification).

A thorough understanding of the specificities of the different forms and modalities of online advertising (including advergame or in-game advertising), aspects related to the management of IP rights and image rights, enables the firm to offer timely assistance for the definition of contracts for the production and dissemination of commercial communications online and on social networks, including through influencers and testimonials.