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Mark Goodrich provides guidance on a variety of advertising compliance matters and helps brands navigate complex state, federal, and local advertising, as well as promotion and consumer protection laws. Mark’s experience includes counseling related to claim substantiation, endorsements and testimonials, deceptive pricing, discount and coupon offers, negative option or “automatic renewal” of subscriptions, environmental or “Green” claims, cause marketing, email marketing, online disclosures, intellectual property rights, free offers, media purchasing, native advertising, and other Federal Trade Commission (FTC) rules and guidelines. He also routinely drafts rules for contests, sweepstakes, and related games and provides counsel on how to structure promotions to comply with state and federal laws. Further, Mark frequently advises on gambling and gaming regulatory compliance issues, including licensing and compliance requirements related to sports betting, fantasy sports, and online gambling.
In addition to his counseling practice, Mark regularly drafts and reviews advertising agency and creative services agreements, co-branding agreements, media purchase/Interactive Advertising Bureau (IAB) agreements, celebrity endorsement agreements, media and publicity releases, and ambassador and social media influencer agreements. He also frequently drafts and reviews terms related to rewards/loyalty programs, gift cards, and other promotional programs.
Before law school, Mark worked in advertising and brand management for a large consumer goods company, where he managed product promotions and collaborated with an advertising agency to develop creative executions. Through this experience, he gained perspective on the unique needs of marketers, both legal and otherwise. Mark is focused on providing practical guidance, valuable brand protection, and risk mitigation practices to help clients avoid challenges from regulators, consumers, and competitors. He advises brands from the marketing development phase through the post-campaign and evaluation stages.
