The advertising industry is not having an easy time. Print media budgets are limited and online competition is fierce. Moreover, since the AVG, online advertising has been under a magnifying glass. Finally, the content of advertisements is regulated by advertising law.

Meanwhile, not advertising is not an option: “stopping advertising to save money is like stopping your watch to save time”.

Online advertising allows advertisers to measure the effectiveness of advertising campaigns. This is potentially a much more effective form of advertising than classical print media. But in order to measure that effectiveness, cookies are used and personal data is collected. There are strict privacy rules for this, and the Telecommunications Act also provides regulations.

In more traditional forms of advertising, advertising law plays a greater role. This deals with the question of what can and cannot be said and done in advertising. These rules are laid down in general and specific advertising rules.

In all legal advertising issues it is important to be advised by a specialist. SOLV has the expertise needed in this legal minefield.

SOLV’s lawyers have a pragmatic approach. Whether it concerns a complicated procedure on comparative advertising, or advice on online profiling, SOLV knows what to do.

SOLV’s expertise in the field of online marketing through affiliate networks deserves special attention. Thanks to its focus on technology, media and communication, SOLV is able to understand the technical side of advertising like no other.

Our services

  • Conducting proceedings in respect of misleading or comparative advertising and unfair commercial practices
  • Correspondence on misleading or comparative advertising and unfair commercial practices: summonses, abstentions and negotiations
  • Advising on the admissibility of (comparative) advertising, promotional games of chance, direct marketing campaigns, games of chance, TV sponsorship, product placement and on the use of someone else’s brand, portrait, music and (personal) data.
  • Advising on the protection of formats, slogans, advertising property and advertising campaigns
  • Drafting, assessing and negotiating agreements between advertiser and advertising agency, sponsorship agreements, collaboration agreements and commission agreements;
  • Drawing up terms and conditions for (promotional) actions and giving advice on the use of (personal) data.


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