Next Generation Partners

Media and entertainment: Advertising in France

Deprez Guignot Associés

The IP and IT team at Deprez Guignot Associés has a strong focus on advertising, assisting major supermarket chains such as Monoprix and Intermarché with regards to their contentious and non-contentious advertising matters. Influencer marketing is a growing line of work. Vincent Fauchoux, Frédéric Dumont  and Jean-Daniel Bouhenic lead the team.

Key clients








Work highlights

  • Representing Monoprix in a dispute with Leclerc concerning a comparative advertisement in which Monoprix customers are compared to pigeons.
  • Successfully defended Intermarché in a case against a competitor over its use of TV and radio advertising and prohibited promotional practices.
  • Advising DDB in several matters related to advertising law such as its influencer contracts and regulation of alcohol advertising.

Pechenard & Associés

Pechenard & Associés has over 60 years of experience in advertising law. Assisting both advertisers and agencies, the team provides advice on advertising and promotional campaigns and representation in the case of litigation. Eric Andrieu leads the 'excellent team'. Fabien Honorat specialises in misleading and comparative advertising, sales promotion, and specific product regulation such as tobacco and alcohol. The 'very proactive and efficient' Caroline Mas is also noted.

Practice head(s):

Eric Andrieu

Other key lawyers:

Fabien Honorat; Caroline Mas


‘Excellent team.’

‘Eric Andrieu is easily reachable.’

‘The team is stable and motivated. Each file is a new challenge and their support is really personalised and provided in cooperation with the client.’

‘Fabien Honorat is very reactive and his analysis is relevant, he knows how to adapt to our expectations. Caroline Mas is very proactive and efficient. She is fully involved in the files.’


Key clients

Babel Stratégie & Création


Fred & Farid



Kronenbourg / Carlsberg


M&C Saatchi Gad

Procter & Gamble France


Swinkels Family Brewers France (Bavaria)


William Grant & Sons


Work highlights

  • Defended Grimbergen against the ANPAA, an anti-alcohol association, which claimed that the release of a promotional movie, the organisation of a promotional game, and the slogan ‘The intensity of a legend’ for Grimbergen beer constitutes illicit advertising for alcoholic beverage.
  • Represented Vranken Pommery in a court case initiated by anti-alcohol association ANPAA in a dispute regarding a promotional game organized by the Casino Barrière allowing the winners to win bottles of champagnes ‘Pommery’.
  • Acted as counsel to Havana Club in a court case initiated by anti-alcohol association ANPAA in a dispute regarding an advertisement for Havana Club that the association considers to be contrary to the provisions of the Evin law.

Osborne Clarke

Osborne Clarke is counsel to numerous actors in the advertising sector, namely advertisers, media and advertising agencies, media, adtech companies and influencers. The team provides regulatory and market practice advice is experienced in liaising with the regulatory bodies in the event of claims or complaints. Notable client Innocent France retains the firm for regulatory advice on innovative advertising campaigns. The trio at the helm of the practice consists of IP specialist Claire Bouchenard and IT experts Xavier Pican  and Béatrice Delmas-Linel.


‘They are knowledgeable in their field and easy to work with.’

‘Responsiveness, availability and knowledge.’

Key clients












Work highlights

  • Advised Taboola on advertising compliance, consumer law and advertising soft law, and on ongoing contracts, especially in the context of the Covid-19 crisis.
  • Assisting Union des Marques with the planned merger of the two largest French public channels, including on the assessment of its impact on the relevant advertising market and to enable advertisers to position themselves in relation to this project.
  • Advised Integral Ad Science on the negotiation of strategic IT and data agreements with French top website publishers and advertisers, with a specific focus on cookies and GDPR compliance.

UGGC Avocats

UGGC Avocats is a go-to firm for advice on advertisement, marketing and communication operations. With its sectorial expertise, it is able to serve a wide variety of clients ranging from non-profit organisations to haute couture fashion brands. Frequently assisting agencies and individuals on matters concerning image rights, the firm handles advertising control, online advertising space purchase and endorsements. The team is led by Anne-Marie Pecoraro, Corinne Khayat and Jean-François Canat , with associate Rodolphe Boissau providing key support.

Other key lawyers:

Rodolphe Boissau


‘Anne Marie Pecoraro has the qualities of a great lawyer (agile intelligence, formidable strategy…) and is a woman of action, strong in her expertise and convictions. She knows how to pursue her client’s goal with extraordinary assiduity and to combine an iron hand with great negotiating and diplomatic skills. She is able to take on giants. Rodolphe Boissau is excellent and works at the highest level: personal qualities, technical qualities. They are outstanding lawyers.’

‘I recommend this exceptional team which combines expertise in the client sectors/trade (long knowledge of the environment and practices), legal expertise, and methodological qualities (listening and understanding of the issues, reactivity, tenacity, strategy, excellent coordination of their international network, etc.)’.

‘Their practice is unique because they offer a global strategic vision anchored in high-level IP (copyright and industrial property) as well as in the most innovative issues. Their technical skills are of a very high standard compared to their competitors, for example, they will be asked by the major luxury brands on their advertising for the most complex issues. They are at the same time reactive, fast, determined and with a great team spirit in their firm.’

‘Since their merger with UGGC, they have been working in a collaborative and highly interactive manner with all the UGGC teams, which allows them to deal with files across the board, in all areas, with very good coordination.’

‘Availability, kindness, patience and the ability to integrate the client’s emotions when they are complicated or even contradictory.’ 

‘The team composed of Anne-Marie Pecoraro and Rodolphe Boissau is very complementary. Available, experienced with both a duo and solo approach, they are particularly agile.’

‘Good quality of listening, good quality in explaining the context and highlight the client’s interest (direct or indirect).’

Key clients

Care Invest – Ophtalmo Express

Rafe Production SASU




ELYX – Fondation ELYX


Chloe Saada


Philippe AGLAE

TORNIKA Affimobiz

Zahia Dehar

Work highlights

  • Assisting Care Invest – Ophtalmo Express with the authorisation of their communication on television.
  • Providing Rafe Production SASU with legal assistance in structuring a diversity project.
  • Acting as counsel to Pronoclub regarding the compliance of advertisements for sport prediction and betting with regard to French law.