Consumer, Marketing
and Advertising
Mastering market rules to unlock value
from every commercial initiative
Consumer, marketing, and advertising activities have never been so heavily regulated or closely scrutinized. Dark patterns, environmental claims, stricter oversight of commercial practices, and the rise of influencer marketing have created a dense and evolving regulatory landscape in which every initiative affects both brand reputation and compliance.
We support clients at every stage of the commercial and advertising lifecycle, from customer journeys to marketing campaigns, and from creator partnerships to sponsorship strategies. Combining legal precision with operational insight, our approach enables clients to design compliant frameworks, defend their initiatives, and anticipate risk.
our Interventions
Subscriptions, legal disclosures, online reviews, and dark patterns are all governed by consumer law, which imposes strict requirements on B2C companies across their terms and customer journeys.rnWe draft and audit terms and conditions, subscription flows, and commercial practices to ensure compliance with the latest B2C requirements. Each matter is handled with rigor, enabling clients to mitigate risk and anticipate regulatory developments reshaping digital commerce.rn
Promotions, comparative claims, green claims, sweepstakes, and sector-specific campaigns, including healthcare, food, and alcohol are subject to increasingly complex advertising regulations.rnWe review campaigns prior to their launch, secure promotional campaigns, and structure the related contractual frameworks. For environmental claims and sector-specific restrictions, we work closely with our Regulatory team to provide comprehensive and consistent legal support.rn
The influencer economy has created a demanding regulatory framework that brands must fully understand to operate effectively.rnWe structure agreements among advertisers, brand ambassadors, content creators, and models, incorporating transparency, disclosure, and compliance obligations under applicable influencer marketing laws and regulations. Each partnership is negotiated and documented to protect the interests of all parties, secure the relevant rights, in coordination with our Intellectual Property and Employment teams, where needed, and to establish a solid and compliant framework for collaboration.rn
Sponsorship and philanthropy initiatives involve distinct legal and tax considerations that must be structured with care.rnWe assist clients in designing and negotiating partnership, sponsorship, and philanthropy agreements, taking into account applicable tax eligibility criteria, usage rights for associated assets, and appropriate protective provisions, in coordination with our Intellectual Property and Tax teams.rn
Media buying and relationships with media agencies, publishers, ad networks, and other intermediaries, including major digital platforms, require specialized expertise at the intersection of contract law and regulatory compliance.rnWe draft and negotiate these agreements for all types of market participants, including advertisers, agencies, media owners, and platforms, ensuring consistency in commitments, transparency in pricing terms, and the protection of each party’s interests in increasingly complex advertising ecosystems that have become central to growth strategies.rn
DGCCRF investigations, consumer association actions, injunctions, unfair practices, misleading advertising, ambush marketing, and reputational issues require both responsiveness and strong legal oversight.rnIn the event of disputes, we act in coordination with our Intellectual Property team on rights-related issues, including trademarks, copyrights, and rights of publicity, with our Data team on personal data matters, and with our Litigation team when matters escalate into formal proceedings.rn
Contact Us
our References
Review of advertising campaigns
Advised a leading consumer electronics, software, and technology group on the review and approval of all its advertising and marketing campaigns in France.
FAQ
The growth of e-commerce and subscription models requires every step of the customer journey to comply with consumer law: pre-contractual information, withdrawal rights, prohibited clauses, unfair commercial practices and dark patterns. Non-compliance exposes the company to administrative sanctions, DGCCRF injunctions and collective actions. We audit customer journeys, terms of sale and use, return policies and promotional practices, designing compliant frameworks that secure commercial activity without hindering conversion.
Environmental claims, product comparisons, regulated promotions, targeted advertising and price communication: each campaign engages the advertiser’s liability under consumer regulations and ARPP recommendations. Misleading commercial practices are sanctioned under Article L. 132-2 of the French Consumer Code with penalties of up to two years’ imprisonment and EUR 300,000, which may be increased to 10% of average annual turnover. We validate campaigns upstream, draft legal notices and disclaimers, and defend clients in audits or litigation.
Law No. 2023-451 of 9 June 2023 regulating commercial influence imposes transparency obligations on influencers and prohibits certain promotions, with penalties of up to two years’ imprisonment and EUR 300,000, and joint liability between the influencer, the advertiser and their agent. We structure influencer agreements, brand ambassador contracts, model agreements, sponsorship and patronage arrangements, integrating image rights, exclusivity, regulatory compliance and crisis management clauses. Each partnership is designed to protect the brand while respecting the applicable legal framework.
Regulation (EU) 2022/2065 on digital services (Digital Services Act), fully applicable since 17 February 2024, imposes advertising transparency, content moderation and advertiser traceability obligations on online platforms. Non-compliance penalties may reach 6% of worldwide annual turnover. We advise platforms, advertising networks and advertisers on the compliance of their advertising practices, the management of reports and the structuring of advertising ecosystems under the DSA and applicable national regulations.
A DGCCRF inspection, compliance injunction or negative media coverage demands a rapid and coordinated response. We intervene upstream to audit commercial and advertising practices, identify non-compliance and implement corrective measures before an inspection occurs. When a crisis arises, we assist teams during inspection operations, challenge reports and injunctions, negotiate with authorities and manage legal crisis communications. Each intervention aims to contain financial and reputational exposure as quickly as possible.
We intervene at every stage of the commercial and advertising cycle: customer journeys, communication campaigns, influencer partnerships, sponsorship arrangements and digital advertising ecosystems. Our approach combines legal precision with operational insight to design compliant frameworks, defend each initiative and anticipate risks. Advertisers, platforms, agencies, luxury brands and distributors entrust us with securing their practices in a dense and fast-moving regulatory environment.