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Alex Meloy

Alex MeloyManaging Associate

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I am a Managing Associate in our Digital, Commerce and Creative (DCC) team, specialising in consumer law and regulation, advertising and promotional marketing.

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Consumer law & regulation

I specialise in advising leading brands and household names on compliance with consumer protection law and regulation. I regularly draft consumer-facing terms and conditions for a diverse range of goods and services and provide timely, practical advice on consumer protection issues as they arise. I have particular experience of advising on subscription contracts, helping clients develop compliant consumer journeys and advising on relevant issues such as auto-renewal and cooling-off rights. I also regularly present client events on upcoming consumer law changes, including most recently on the forthcoming DMCC Bill, changes to the rules on subscription contracts and the direction of travel in relation to CMA investigations. Find out more about our new ‘DMCC Bill Health Check’ here.

Promotional marketing & gambling

I regularly advise clients on running successful prize draws and prize competitions, both in the UK and internationally. I specialise in helping clients navigate the fine line between prize promotions and gambling regulation, drawing on my expert knowledge of advertising and marketing, consumer protection, intellectual property and data compliance to help clients structure their campaigns in a lawful way whilst achieving commercial goals. I can provide initial advice on the lawfulness of a promotion, I can draft the terms and conditions and I can advise on the supporting promotional assets. Find out more about my work in this area here. I am also a member of the firm’s gambling team and hold the BIIAB Level 2 Award For Licensing Practitioners (Gambling).

Advertising regulation

I advise brands, agencies and trade bodies on advertising campaigns and sales promotions, providing clear, concise and commercial advice focusing on practical risk and risk mitigation. I advise in relation to all media, including social media and influencer marketing, and all types of creative content. My advice covers advertising regulation (CAP and BCAP Codes), consumer law, intellectual property and data protection. I regularly provide clients with pre-clearance advice on advertising campaigns, reviewing early storyboards and scripts as well as digital, print and TV ads. I also advise in relation to ASA investigations.

Competition law

I advise clients on UK and EU competition law issues, particularly in relation to restrictions and non-competes in distribution agreements. I have also recently completed the King’s College London Postgraduate Diploma in EU Competition Law.

Data protection & direct marketing

I am CIPP/E certified and regularly advise clients on data protection matters, with a particular focus on direct marketing issues. I also draft and advise on privacy notices and cookie notices, as well as direct marketing consents.

Awards and Recognition

  • Legal 500 (2023): “Managing Associate Alex Meloy is noted for his advertising, marketing and intellectual property acumen.”
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