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Alasdair Pepper

Work +44 20 7353 5005

Work Department

Media and commercial litigation groups.


Alasdair is one of the most experienced media lawyers in the business. He has been a partner in the firm since 1986. He is viewed as having ‘a no-nonsense style, gets things done and clients like him’. Alasdair is the architect behind the firm’s successful conditional fee agreement (’no win, no fee’) scheme, and negotiated the ATE insurance now offered with it. He also devised the firm’s MediaAlert service, through which the firm helps clients deal with unwanted press interest. Past and present clients of Alasdair are diverse, and include: multinational and national companies, chairmen and managing directors from a range of industry sectors; some of the wealthiest businessmen in England; members of the royal family; members of the House of Lords, MPs and MEPs; judges, barristers and solicitors; Human Rights campaigners; film directors, actors and actresses; The Football Association, Premiership football clubs, chairmen of football clubs and Premiership footballers; newspapers and book publishers. He has obtained six figure damages for several of his clients, for example, £150,999 for Kevin Keegan. Alasdair has spoken at conferences around the world.


Qualified 1984; joined Peter Carter-Ruck and Partners upon qualification; partner Peter Carter-Ruck and Partners 1986.


Law Society.


Radley College; Guildford College of Law.


Riding, tennis, squash, walking.

London: Risk advisory

Reputation management

Within: Reputation management

Carter-Ruckremains at the top of the field’ and is ‘a pre-eminent law firm for reputation matters’. The team is led by ‘the powerhouse to call in any media-related crisisNigel Tait; he ‘regularly puts clients at ease with his shrewd, pragmatic advice and is an exceptional, tenacious and clever practitioner’. Other individuals singled out include the ‘exceptionally experiencedRuth Collard; Cameron Doley; the ‘thoughtful and conscientiousClaire Gill; Guy Martin; Alasdair Pepper; the ‘intellectually rigorousAdam Tudor; and recently promoted partners Rebecca Toman and Antonia Foster. Recent highlights include acting for a high-profile individual in a dispute before the Supreme Court against News Group Newspapers regarding an interim injunction restricting publication of the claimant’s identity, and representing the Mahmood family in a libel claim against Katie Hopkins and the MailOnline. Simon Cowell, Kate and Gerry McCann, Bryan Adams, James Blunt and the Qatari royal family are also clients.

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