This seminar will discuss current legal issues and developments in the world of advertising, sponsorship and marketing such as the 2009 CAP code review, the L'Oreal case and recent comparative advertising cases. It will take a practical look at areas such as negotiation of sponsorship agreements, key marketing compliance strategies, aggressive advertising campaigns and ambush marketing, online behavioural targeting, legal and regulatory options for challenging competitor claims and how to avoid prize promotion pitfalls.