Alex Meloy

About

I am a Legal Director in our Digital, Commerce and Creative (DCC) team, specialising in consumer law, advertising regulation & promotional marketing and competition law.

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, including in relation to unfair commercial practices, price transparency/drip pricing and consumer reviews.

I have particular experience of advising subscription businesses on the new subscription contracts regime under the Digital Markets, Competition and Consumers Act 2024 (DMCC Act), 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 and training on consumer law issues, including in relation to the changes brought about by the DMCC Act.

I advise clients on UK and EU competition law, helping clients put in place compliant agreements, navigate the UK and EU vertical agreements block exemptions, and structure their selective distribution and exclusive distribution arrangements.

Experience

Consumer law

Advising clients on implementing the new subscription contracts rules under the DMCC Act, helping legal and business teams to put in place compliant consumer journeys, terms and conditions and consumer notices and communications.
Advising on price transparency, helping clients to update pricing on their websites and apps in response to the tightened rules on drip pricing.
Helping clients address the rules on consumer reviews, drafting consumer reviews policies, risk assessment templates and advising on the presentation of reviews on websites and apps.
Providing risk assessments and strategic advice on commercial practices in light of the CMA's new direct enforcement powers, which give the regulator the power to issue fines of up to 10% of global annual turnover.

Advertising regulation

Advising brands, agencies and trade bodies on advertising campaigns and sales promotions, providing clear, concise and commercial advice focusing on practical risk and risk mitigation.
Advising 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.
Providing clients with pre-clearance advice on advertising campaigns, reviewing early storyboards and scripts as well as digital, print and TV ads.
Advising in relation to ASA investigations.

Promotional marketing & gambling

Advising clients on running successful prize draws and prize competitions, both in the UK and internationally.
Specialising in helping clients navigate the fine line between prize promotions and gambling regulation, drawing on my expert knowledge of advertising & marketing, consumer protection, intellectual property and data compliance to help clients structure their campaigns in a lawful way whilst achieving commercial goals.
Providing initial advice on the lawfulness of a promotion, drafting the terms and conditions and advising on the supporting promotional assets.

Data protection & direct marketing

Advising clients on data protection matters, with a particular focus on direct marketing issues.
Drafting and advising on privacy notices and cookie notices, as well as direct marketing consents.