A successful marketing strategy has become a business requirement in every industry. Whether your organization is in the field of advertising, or uses social media and public relations regularly in its operations, it is critical to understand the laws that affect your message. BLG’s Advertising, Marketing and Sponsorship Group can provide you with the information and advice you need to fully understand the legal and regulatory matters that affect your marketing and promotional activities.

Our Advertising, Marketing and Sponsorship Group has experience in:

  • Advising on advertising and marketing law matters, including product packaging and labelling, logos, brands, contests, coupons, gift cards and loyalty programs
  • Negotiating, drafting and reviewing sponsorship agreements
  • Handling issues arising from false and misleading advertising claims as well as comparative advertising
  • Advising on intellectual property matters, including trade dress, trademark and copyright infringements and related matters
  • Assisting clients in relation to a variety of other legal and ethical concerns, such as privacy, anti-spam, consumer protection, advertising to children, ordinary selling price and defamation

The Advertising, Marketing and Sponsorship Group is made up of lawyers practising in a range of specialized areas, including competition, litigation, intellectual property, and corporate and commercial law. We can also quickly assemble multi-disciplinary teams to establish strategic alliances, whether in the form of exclusive marketing and supply agreements, joint promotions, co-branding, merchandising and/or promotion agreements. We work as part of your team to achieve the results you need.

Presentations & Publications

Representative Work

  • Reviewed the packaging and labelling of various products offered for sale in Canada, and provided advice on compliance with Canadian laws for manufacturers and retailers as well as on issues relevant to trade between the United States and Canada.
  • Reviewed and provided advice on contests, and assisted clients with their related filing obligations, where applicable.
  • Advised and represented telecommunications and other firms in litigation concerning allegedly misleading advertisements, including bringing and responding to injunction applications and appeals.
  • Assisted with the establishment of long-term multimillion dollar sponsorship and supply agreements between universities and colleges in British Columbia, Alberta, Saskatchewan, Manitoba, Ontario and Québec, and cold beverage manufacturers and other suppliers.
  • Developed loyalty program agreements, including between one of Canada's largest retailers and Canada's largest airline.
  • Drafted joint marketing and promotion agreements between municipal and provincial tourism associations and their strategic corporate partners and members.
  • Drafted conference centre and other naming rights agreements.
  • Facilitated clients’ strategic marketing alliances, supply and sponsorship agreements for Canada's premier resort owner/operator.
  • Handled litigious files concerning gray marketing, passing-off, trademark and copyright infringement, and ambush marketing, including in connection with the 2010 Olympic and Paralympic Winter Games.
  • Advised clients in connection with major events and event-based sponsorships, such as the Commonwealth Games, Les Jeux de la Francophonie, Expo ‘86 and the 2010 Olympic and Paralympic Winter Games.
  • Provided ongoing representation of international, national and local sponsorship and advertising agencies.

Rankings & Recognitions

Some members of the Advertising, Marketing and Sponsorship Group are recognized in the 2018 edition of The Best Lawyers in Canada®.