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
Group Leader- Advertising | Privacy, Cybersecurity
San Francisco, CA

Sarah Bruno is a partner in the Arent Fox Intellectual Property practice and leads the firm's Privacy, Cybersecurity & Data Protection group. Sarah works with her clients on their privacy and data security, advertising, trademark, and copyright issues. Her clients are in a variety of industries, including technology, entertainment, retail, and automotive. Sarah’s practice has been recognized by Legal 500 and the Daily Journal.

Client Work

Sarah counsels in all areas of data security and privacy and routinely evaluates and advises on the applicable state, federal and international requirements related to data collection, storage, use and transfer. She advises her clients on issues related to behavioral tracking, anonymized data, in-store data collection and cloud storage. Sarah also conducts privacy audits and works with her clients on developing internal and external privacy policies for employees, customers and contractors. Many of Sarah’s clients are international, and she routinely advises on the data transfer issues in countries around the world. Sarah is IAPP CIPP-US certified. 

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.

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.

Sarah has experience with issues related to counterfeiting and gray market goods. She routinely has meetings on Capitol Hill and the White House regarding enforcement strategies for combating counterfeiting.

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.

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, DIRECTV, Lacoste, Benefit Cosmetics, Diesel, Dropbox, LG Electronics, American Express, IAAPA, Discovery Communications, and Sony Computer Entertainment.

Publications, Presentations and Recognitions

Sarah is ranked by Legal 500 for her work in Intellectual Property: Trademarks, and in 2017, the Daily Journal named her among the Top Women Lawyers in California for her work in advertising, intellectual property, and privacy. She regularly shares insights on advertising, IP, privacy, cybersecurity, and more on her blog, Behind the Scenes.

In January 2017, Sarah was a featured panelist on "Incident Response Comes of Age: Not Your Father’s Data Breach Response Playbook" at California Lawyer's Cyber Boot Camp in Los Angeles, California.

In December 2016, Sarah spoke on a panel covering "The Role of Show Management in Protecting Exhibitor Intellectual Property" at the IAEE Expo! Expo! Annual Meeting & Exhibition 2016 in Anaheim, California.

In October 2016, Sarah moderated a panel on “Privacy & Security in the Wearable World” at the 2016 Privacy + Security Forum in Washington, DC.

In October 2016, Sarah presented on “No Man’s Land: Top 5 Privacy & Security Challenges for Unmanned Systems” at the first Dronemasters Meetup in the United States.

In June 2016, Sarah moderated a panel discussing called “Myths and Realities of Intellectual Property” at the International Association of Amusement Parks and Attractions’ Asian Attractions Expo in Shanghai, China.

Sarah coauthored an article on "Spokeo Inc. v. Robins" for the May/June edition of E-Commerce Law Reports

On May 4, 2016, Sarah was part of a panel discussion called “Know Every Angle: Advertising, Social Media, Discount or Phantom Pricing, and International Distribution and Privacy” at the Personal Care Products Council's 2016 Legal & Regulatory Conference in Nashville, TN.

On November 10, 2015, Sarah was part of a panel discussion called "Protecting, Mitigating, and Recovering – The Incident Playbook for Responding to and Learning from Cyber Attacks" at the "Responding to Looming Cyber Threats – The New Reality" cybersecurity policy forum in Arent Fox's DC office.

In December 2014, Sarah hosted a webinar titled "Bah Humbug! Regulations and Legal Strategy for the Holiday Retailer," with the Footwear Retailers and Distributors of America.

In October 2014, Sarah presented a speech entitled “Dos and Don’ts of Big Data: Privacy Issues, Risks and Best Practices” hosted by the Silicon Valley Startup: Idea to IPO in San Francisco, CA.

In September 2014, Sarah conducted the panel discussion "Top 10 IP Pitfalls Faced by Start-Ups: Avoiding Costly Mistakes," hosted by the Silicon Valley Startup: Idea to IPO in San Francisco, CA.

In June 2014, Sarah moderated a panel called “IP in Attractions” at the IAAPA Asian Attractions Expo in Beijing, China.

In April 2014, Sarah presented a speech titled “We’re All Buzzing! Substantiation in the Tech Industry" during ANA's Advertising Law & Public Policy Conference in Washington, DC.

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.

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.

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 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 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.

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

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

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


Blog Posts by Sarah L. Bruno

Privacy & Security - US & Abroad
Data Divide: Japan’s Clarity and China’s Chaos in Reshaped Privacy and Security Regs

What’s New?

Major regulatory changes in data governance recently went into effect in Japan and China that are likely to impact organizations doing business in these Asian markets. While the regulations are long-awaited, their implementation follows on the heels of the global Wannacry ransomware data scare and at the same time as companies attempt to prepare for the European General Data Protection Regulation. Both countries’ changes warrant reviews of company policies and procedures, but they are also quite different: Japan’s straightforward amendments focus on consumer information and data protection, while China turned a controversial focus to network operators managing data.

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Privacy & Security - US & Abroad, Press Releases, Advertising
Daily Journal Names Arent Fox Partners Sarah Bruno and Jennifer Terry 'Top Women Lawyers'

Arent Fox LLP is pleased to announce that Privacy, Cybersecurity & Data Protection partner Sarah L. Bruno and Labor & Employment partner Jennifer C. Terry have been named among the “Top Women Lawyers” in California by the Daily Journal as a result of their impressive track record of successes on behalf of clients, their role as mentors within the firm, and their impact on the overall legal profession.

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Privacy & Security - US & Abroad
This Ransomware Will Make You WannaCry

What’s New?

Ransomware is old news, as we had previously written here. Its latest iteration, the currently circulating WannaCry ransomware, is no laughing matter. The WannaCry vulnerability was reportedly first uncovered by the National Security Agency (NSA) but kept under wraps as a potential tool for possible surveillance. It was subsequently found by hackers who released a cache of stolen NSA documents on the internet, including details about WannaCry.

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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.