Advertising & Marketing


I consider Portolano Cavallo to be one of the top 5 firms in the TMT sector. Regarding all regulatory aspects of the media industry, we have not found any other firm that can compete with Portolano Cavallo in Italy."
LEGAL 500 EMEA 2024 - TMT
Our experience in this sector spans from traditional advertising to the new challenges posed by technological advances, which have created new platforms and new forms of commercial communication:

  • consultancy relating to improper commercial practices and hidden, misleading, and comparative advertising
  • drafting and negotiation of site affiliation contracts
  • consultancy on regulatory aspects associated with product placement in TV programs, movies, and games
  • consultancy regarding interactive, dynamic, and virtual advertising
  • consultancy and assistance in the creation of ads, TV-sales, television promotions, and advertising initiatives associated with reality shows and television events
  • drafting of sponsorship and co-branding contracts
  • copy clearance
  • assistance in advertising-related disputes before the Italian courts and the Corporate Governance Court, and in proceedings before the Autorità Garante per la Concorrenza ed il Mercato (Italian Antitrust Authority) relating to improper commercial practices
  • drafting and negotiation of advertisement licensing agreements
  • assistance in relation to television events and co-branded concerts
  • defense of registered trademarks and copyrights, and assistance in related disputes
  • consultancy on Internet-based advertising and marketing, including user profiling, pay-per-click advertising, keyword advertising, and search engine marketing
  • consultancy on regulatory aspects relating to television content associated with trademarks
  • drafting advertising testimonial contracts
  • assistance with regulatory aspects of child-targeted advertising
  • advertiser-funded programs
  • online and offline marketing activities and promotional prize contests
  • in-game advertising
  • protection of ad copyrights
  • drafting of product placement contracts
  • televised promotional prize contests, including prize competitions that use premium rate telephone numbers
  • consultancy relating to advertising involving tobacco, alcohol, and substance-related products, and medical treatments

The team’s knowledge, ability to understand complex business needs and to accordingly shape legal advice is outstanding."
This firm remains unique in its approach to clients in Italy. Every issue or matter is automatically addressed in all its aspects, involving team members in the most time and cost-efficient way. This is even more evident in the TMT area, where the firm boasts the presence of real top players."
LEGAL 500 EMEA 2024 - TMT


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