Behind the Scenes

Arent Fox's advertising law blog - latest news and trends in advertising, data security & privacy, and fashion & entertainment.

Behind the Scenes

Sarah L. Bruno

Sarah Bruno, Partner at Arent Fox
Sarah L. Bruno
Advertising Group Leader
San Francisco, CA
415.805.7945

Sarah Bruno practices in the areas of intellectual property, advertising and marketing, e-commerce, privacy, and promotions.

Client Work

Sarah’s advertising and marketing experience includes reviewing advertisements and claims, advising on unfair and deceptive trade practices, and counseling clients on compliance issues relating to the Federal Trade Commission and the National Advertising Division (NAD) of the Better Business Bureau, as well as state and other regulatory laws. In this capacity, Sarah has advised companies on print advertisements, product placement and media agreements, clearing television commercials, endorsements, credit card processing requirements, and challenging and defending advertisements at NAD.

Sarah also assists clients in developing, implementing, and administering all aspects of promotions, including auctions, contests, and sweepstakes. She drafts promotion rules to protect clients’ interests and reviews advertisements such as direct mail, websites, and banner advertisements related to the promotion. Sarah is also a member of the Promotion Marketing Association, Inc., and has attended numerous conferences related to advertising, promotions, and incentive programs.

As part of the intellectual property group, Sarah has a great deal of experience in policing and enforcing client’s trademarks, copyrights, and publicity rights. Sarah manages the intellectual property enforcement and outreach for several trade associations, including the Motor & Equipment Manufacturers Association (MEMA) and the International Association of Amusement Parks & Attractions (IAAPA). Her work in this area involves conducting educational seminars, counseling members on intellectual property, as well assisting members with the enforcement of their rights at trade shows around the world. Sarah is also one of the primary attorneys responsible for protecting the name, persona, and trademark rights of Dr. Albert Einstein on a global level. As part of this work, Sarah has been involved in international and domestic litigation and settlement negotiations, domain acquisition, and retrieval and TTAB disputes.

Finally, Sarah also counsels in all areas of data security and privacy, including advising corporations on the internal and external privacy protocols to ensure compliance with local laws, as well as the applicable US laws. Sarah routinely evaluates and advises on the applicable state requirements related to data privacy and security, as well as the precedent promulgated and enforced by the Federal Trade Commission and State Attorneys General.

Sarah represents a variety of clients, from Fortune 500 companies to smaller businesses that are just getting started. Some of Sarah’s more well-known clients are Mars Incorporated, Lacoste, Diesel, Google, Fender, Hulu, LG Electronics, American Express, MEMA, IAAPA, Corbis Corporation, Discovery Communications, and Sony Computer Entertainment.

Publications, Presentations and Recognitions

Sarah presented a speech at a HARDI Technology Session titled “e-Commerce Legal Issues” in October 2004.

Sarah presented a speech titled “Combating Counterfeit and Gray Market Goods” at the Heavy Duty Aftermarket Week (HDAW) Trade Show in Las Vegas in January 2006.

Sarah also presented a speech titled “eCommerce Legal Issues: What You Need to Know” at the 2006 Aftermarket eForum in Chicago in July.

Sarah co-wrote the article “New Security Standards Available to Merchants to Prevent ID Theft”, which was published in the February 2006 edition of the Journal of Payment Systems Law.

Sarah also co-wrote an article summarizing the data protection laws in the United States, which was published in Data Protection in the European Union and other Selected Countries: A New Comparative Study in 2006.

Sarah presented a speech titled “Distributor Liability: What You Need to Know” at the HDAW Trade Show in Las Vegas in January 2008.

Sarah also presented a speech titled “What Your Products Are Doing Online” at the Aftermarket eForum in Chicago in July 2008.

In October 2010, she moderated a panel discussion titled “The Consumer Speaks: Updates on User Generated Content, Endorsements and Testimonials” at the 2010 Annual NAD Conference: “What’s New in Comparative Advertising, Claim Support and Self Regulation.

In January 2012, Sarah was part of a panel discussion regarding Cyber Risk and Data Breach in Los Angeles, CA and in May 2012 Sarah hosted a panel discussion on the cross-border transfer of data at Arent Fox’s Washington DC office.

In May 2012, Sarah was part of a panel discussion on “Hot Topics in Advertising Law” at the Personal Care Products Council’s annual meeting in Charleston, South Carolina.

In June 2012, Sarah presented a speech entitled “Safety and Intellectual Property” at the Safety Institute at the IAAPA Asian Attractions Expo in Hong Kong.

Sarah was part of a panel discussion on claim substantiation at the 2013 NAD Annual Law Conference; she also was a member of the Planning Committee for the conference.

 

Blog Posts by Sarah L. Bruno

Privacy & Security - US & Abroad
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Vizio Smart TVs Fail FTC Privacy Test

What’s the News?

The Federal Trade Commission is asking “who’s watching who?” in a recent settlement with Vizio over the consumer electronics brand’s smart TVs. Vizio’s settlement with the FTC and the New Jersey Attorney General comes in at $2.2 million after a complaint that Vizio tracked consumer viewing data on 11 million smart TVs since 2014 without their knowledge and sold it to third parties. Vizio must also delete all data collected up until March 2016, disclose its data practices, and improve its privacy policies.

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Trademark Infringement
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In Fight Between Moose Knuckles and Counterfeiters, It’s a KO for the Retailer

What’s New?

An Illinois federal court recently awarded the Canadian retailer Moose Knuckles a $52 million default judgment related to claims of trademark infringement, counterfeiting, and cybersquatting by 26 Chinese defendants. The case offers a useful roadmap for companies that are trying to crack down on anonymous foreign infringers.

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Privacy & Security - US & Abroad
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FTC FinTech Forum on AI & Blockchain Raises Privacy & Security Concerns, Calls for Self-Regulation

What’s New?

Arent Fox’s Privacy, Cybersecurity & Data Protection team members were in attendance when the Federal Trade Commission (FTC) held its third FinTech Forum on March 9th, 2017. The Forum focused on the consumer implications of artificial intelligence (AI) and blockchain, two rapidly developing technologies.

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ABOUT ARENT FOX LLP

Arent Fox LLP, founded in 1942, is internationally recognized in core practice areas where business and government intersect. With more than 350 lawyers, the firm provides strategic legal counsel and multidisciplinary solutions to clients that range from Fortune 500 corporations to trade associations. The firm has offices in Los Angeles, New York, San Francisco, and Washington, DC.