Advertising and marketing communication

Legal and regulatory advice on commercial and promotional communications

FTCC advises Italian and international clients on the legal and regulatory aspects of advertising and marketing communications.

We assist companies, advertising agencies and foreign law firms in assessing the compliance of advertising campaigns, claims, promotional initiatives and communication strategies intended for the Italian market.

Our practice combines advisory and contentious experience, enabling us to support clients both before and after a campaign is launched.

WHAT WE DO

Advertising & Marketing Communications

• advertising campaign and claim clearance;
• comparative advertising;
• digital advertising and social media communications;
• influencer marketing;
• native advertising and branded content;
• promotional initiatives and prize competitions;
• data protection implications.

Green Claims & Sustainability Communications

• environmental claims;
• sustainability-related communications;
• substantiation of claims;
• assessment of the wording, context and overall presentation of environmental communications.

Artificial Intelligence & Commercial Content

• AI-generated content;
• AI-assisted advertising and marketing materials;
• transparency requirements;
• intellectual property aspects of AI-generated content;
• data protection implications.

Food Law

• food advertising and product communications;
• nutrition and health claims;
• claims and communications on packaging, including labelling;
• mandatory food information and consumer-facing product information;
• assessment of ingredients vis-à-vis European and Italian regulations.

Labelling

•  legal review of product labels;
• verification of mandatory information;
• assessment of the consistency between labels, packaging and advertising communications.

Consumer Protection

• consumer protection rules;
• unfair commercial practices;
• consumer information requirements;
• legal assessment of promotional initiatives and prize competitions from a consumer protection perspective.

PROCEEDINGS & DISPUTES

We represent clients in disputes involving advertising and marketing communications before:

• the Italian courts;
• the Italian Competition Authority (AGCM);
• the Italian advertising self-regulatory body (IAP).

INTERNATIONAL CLIENTS & FOREIGN LAW FIRMS

FTCC regularly assists international clients and foreign law firms with:

• adaptation of international campaigns to the Italian market;
• review of advertising and promotional materials;
• legal assessment of claims and communication strategies;
• green claims and AI-related communications;
• food law and labelling issues;
• disputes involving advertising and consumer protection rules.