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Vejay G. Lalla is a partner in the Digital Media, Technology & Privacy; Advertising, Marketing & Promotions; Entertainment, Media & Sports; and Intellectual Property Practice Groups of Davis & Gilbert.

As advertising, technology and entertainment continue to intersect, Mr. Lalla is a leading practitioner in understanding this interplay. He regularly counsels leading advertising agencies and their holding companies, as well as independent creative, public relations, digital, media and social agencies, brands, as well as content companies and early stage start-up companies in navigating the changing landscape, and advises on the potential impact for his clients from a commercial, intellectual property, privacy and regulatory standpoint.

From initial pilot agreements to global multi-million dollar commercial marketing or technology deals, Mr. Lalla acts as primary transactional counsel for his clients negotiating agency-client, partnership and strategic alliance deals, media planning and buying (including programmatic, barter and trade credit), union and non-union talent, and music licenses. Mr. Lalla has extensive expertise on content and technology development, distribution and licensing arrangements both in traditional media such as film and television as well as through e-commerce, and other digital channels and applications. Additionally, he regularly advises clients on all aspects of creation and execution of content, including influencer marketing, native advertising, rights of privacy and publicity, behavioral targeting and privacy/data security issues, review of advertising copy and domestic and international promotions. He also has considerable experience in marketing, branding, licensing, clearance, protection and registration of copyrights and trademarks.

Mr. Lalla also represents and acts as a long term advisor to numerous early stage growth companies in the ad-tech, media-tech, fashion, retail, beauty, food and beverage industries during their life cycle, from early formation to ultimate exit or venture capital financings, with a particular focus on their intellectual property, privacy, technology, content, commercial and e-commerce transactional needs. This includes negotiating SaaS, software, technology development and hosting agreements, data, terms of service and privacy, enterprise, software, hardware and other similar technology transactions or customer partnerships. He is a mentor and speaker at numerous incubators and accelerators in New York and Los Angeles, including TrendSeeder, Harvard Business Studio, Springboard Enterprises, XRC Labs and Retail X Series.

Mr. Lalla has been recognized by The Legal 500 United States for his knowledge in the area of Advertising & Marketing and by Chambers USA: America’s Leading Lawyers for Business in the area of Media & Entertainment. In addition, he was selected as a Super Lawyer by New York Metro Super Lawyers (2013-2017). Prior to joining Davis & Gilbert, he was the Director of Business and Legal Affairs at Lifetime Television supporting the creative and television and film production units. He was also previously an intellectual property associate at the leading IP boutiques Fross Zelnick Lehrman & Zissu, P.C. and Cowan Liebowitz & Latman.

REPRESENTATIVE ENGAGEMENTS

  • Counseled a venture-backed custom apparel e-commerce company in all aspects of its business, including technology and influencer and talent agreements with leading influencers for apparel promotions and campaigns.
  • Counsel to a venture-backed SaaS platform focused on integrating Twitter and Instagram content into brand experiences on social media on user generated content, privacy and publicity matters, as well as negotiating all service, technology and SaaS contracts.
  • Counsel to Air Tailor,retail technology start-up, in connection with their pilot and technology SaaS licenses with major luxury brands.
  • Counsel to Thirstie, a start-up beer, wine and liquor delivery service which offers an enterprise solution for alcohol brands, in connection with their pilot and multi-million dollar commercial enterprise agreement with the world’s leading distributor of premium spirits brands to act as an e-commerce provider for their on-demand, direct-to-consumer business.
  • Represented media company AMC Networks in connection with digital content licenses with various cloud and application providers for content, including Mad Men and The Walking Dead.
  • Represented EveryDay Health, a media company and online content provider, in connection with both an Emmy-Nominated broadcast television series agreement which aired on ABC Television Network, and a content channel distribution agreement with YouTube for original programming.

SPEAKING ENGAGEMENTS

"Customer Acquisition: B2B," Retail X Series, September 19, 2017

"Dolphin Tank NYC: Fashion Tech," Springboard Enterprises, September 14, 2017

"What's Trending at the Intersection of Technology + Agencies + Brands + Publishers?" AdThink, August 1, 2017

"Retail Technology Agreements and Branding: What You Need To Know," XRC Labs, July 24, 2017

"Proximity Marketing," TrendSeeder and Davis & Gilbert TrendSense Panel, July 11, 2017

"A Marketer's Guide to Internet of Things Legal Issues," MediaPost's Internet of Things Marketing Forum, May 18, 2017

"Social Media Influencers," TrendSeeder and Davis & Gilbert FashionSense 360 Panel, April 26, 2017

"Earning Followers: Influence Marketing, False Advertising and the Federal Trade Commission," Federal Bar Association's Fashion Law Program, February 10, 2017

"Beyond the Second Screen," New York State Bar Association Intellectual Property Section Program: The Future of Intellectual Property, November 10, 2016

"What's Trending in Tech & Advertising," AdThink, October 20, 2016

"Native Advertising – and the Law," Conference Board's 2016 Annual Brand Conference, June 9-10, 2016

"Social Media and Native Advertising Rules of The Road," Harvard Business School Startup Studio, June 6, 2016

"Mobile Communication Platforms are Exploding: Not Just A Snapchat Phenomenon," M1 Summit, May 17, 2016

"Native Advertising: Can Marketers be Content Creators?" Davis & Gilbert Advertising, Marketing & Promotions Seminar, March 15, 2016

"Social Media and the Law," Made in NY Media Center by Independent Filmmaker Project Lunch & Learn, February 22, 2016

Protecting Your Branded Content," ad:tech New York, November 5, 2015

"Consumer Rights and User-Generated Content," Chute Webinar, October 20, 2015

(Un)Truth in Advertising: Bots, Hidden Ads and Viewability," ad:tech San Francisco, May 20-21, 2015

"The Anatomy of the Wearable Revolution," M1 (Mobile First) Summit, May 19, 2015

"Identity in Social and Digital Channels," Bloomberg BNA Webinar, April 8, 2015

"Drawing a Line in the Sand: Regulation and Content Marketing," MediaPost’s Content Marketing Insider Summit, March 25-28, 2015

"Crossing the Line? Emerging Trends in Native Advertising," New York State Bar Association's Advertising Law Committee CLE Program, March 12, 2015

"The Risks and Rewards of User-Generated Content," Chute's Customer Event, February 11, 2015

PUBLICATIONS

Co-Author, "FTC Brings First Ever Enforcement Action Against Individual Social Media Influencers; Updates Warnings and Guidance for Influencers and Marketers," D&G Advertising, Marketing & Promotions Alert, September 2017

Co-Author, "The Blessing and Curse of Proximity Marketing," MarketingDIVE, August 31, 2017

Co-Author, "FTC Tells Influencers to Disclose Connections on Social Media," D&G Digital Media, Technology & Privacy Alert, April 2017

Co-Author, "Native Advertising Faces Growing Regulatory," 2017 Trends in Marketing Communications Law

Co-Author, "Regulators Address Consumer Trust, Choice and Safety In Digital Marketing," 2017 Trends in Marketing Communications Law

Co-Author, "Influencer Campaigns See Increased Scrutiny," 2017 Trends in Marketing Communications Law

Author, "Cross-Device Tracking And Consumer Protection: Is There More To The Story?" AdExchanger, February 27, 2017

Co-Author, "FTC’s New Staff Report Applies Privacy Principles to Cross-Device Tracking," D&G Digital Media, Technology & Privacy Alert, February 2017

Co-Author, "Regulators and Watchdogs Continue to Focus on Disclosure Obligations," D&G Advertising, Marketing & Promotions Alert, October 2016

Co-Author, "Can Advertisers Still Be Content Creators?" iMedia Connection, June 16, 2016

Co-Author, "Beware, TV Companies: Regulators Are Watching More Than Your Shows," The Wrap, April 20, 2016

Co-Author, "Regulators Scrutinize Social Media Campaigns," D&G Advertising Law: 2015 Lessons Learned & 2016 Practical Advice

Co-Author, "Regulators Continue to Focus on Native Advertising Practices," D&G Advertising Law: 2015 Lessons Learned & 2016 Practical Advice

Co-Author, "Regulators Seek to Protect Users' Information in an Ever Increasing Mobile Universe," D&G Advertising Law: 2015 Lessons Learned & 2016 Practical Advice

Co-Author, "Marketers Must Heed New FTC Native-Ad Guidelines," cmo.com, March 31, 2016

Co-Author, "FTC Brings First Action Alleging Deceptive Native Advertising Practices," D&G Advertising, Marketing & Promotions Alert, March 2016

Co-Author, "Three Recent Developments in Native Advertising from the FTC, MMA & OBA," D&G Advertising, Marketing & Promotions Alert, January 2016

Co-Author, "Blurred Lines No More: The Regulators Are Going Native In 2016," MediaPost, December 31, 2015

Co-Author, "Regulatory Matters: What Native Advertisers Need To Know," cmo.com, July 14, 2015

Co-Author, "Automobile Shipment Broker Settles with FTC Over Charges that It Misrepresented Online Customer Reviews," D&G Advertising, Marketing & Promotions Alert, March 2015

Co-Author, "Navigating a Changing Social Media Landscape," D&G Advertising Law: 2014 Lessons Learned & 2015 Practical Advice, Winter 2015

Author, "Native Advertising Content Continues to Permeate as Disclosure Standards Evolve," D&G Advertising Law: 2014 Lessons Learned & 2015 Practical Advice, Winter 2015

PRESS

Quotes, MediaPost, "IoT Legal Issues: It's All About The Data," by Chuck Martin, May 19, 2017

Quoted, Glossy Magazine, "The Evolution of the FTC's Influencer Marketing Guidelines, Explained," by Hilary Milnes, April 27, 2017

Mentioned, Loyalty360, "Digital Fraud Threatens the Customer Engagement of Online Advertisers," May 27, 2015

Quoted, MediaPost, "Content Is Still King, If It's Done Right," by Tanya Gazdik Irwin, March 27, 2015

Quoted, MediaPost, "Church & Regulatory State: Content Marketers Should Self-Regulate First," by Joe Mandese, March 26, 2015

Quoted, MediaPost, "Native Ads: Thumbs Up, Or Thumbs Down?" by Eric Sass, March 1, 2014

Quoted, NPR, All Things Considered, "A Real-World Connection Between Video Games and Guns," by Sami Yenigun, April 29, 2013

Quoted, MediaPost, "Email Marketers Need To Focus On Privacy Compliance," by David Goetzl, April 26, 2012

Quoted, Mobile Marketer, "Industry Execs Speak Out on Future of Mobile," by Jordan Crook, August 27, 2009

PROFESSIONAL MEMBERSHIPS/AFFILIATIONS

New York State Bar Association, Entertainment and Arts Law Section,
New York City Bar Association
The Copyright Society of the U.S.A.
Social Media Society, Advisory Board Member

BAR ADMISSIONS

New York
New Jersey
U.S. District Court, Southern and Eastern Districts of New York

EDUCATION

Benjamin N. Cardozo School of Law, J.D., 2000
Boston University, B.A., 1997


The Legal 500 - The Clients Guide to Law Firms

REPRESENTATIVE ENGAGEMENTS

  • Counseled a venture-backed custom apparel e-commerce company in all aspects of its business, including technology and influencer and talent agreements with leading influencers for apparel promotions and campaigns.
  • Counsel to a venture-backed SaaS platform focused on integrating Twitter and Instagram content into brand experiences on social media on user generated content, privacy and publicity matters, as well as negotiating all service, technology and SaaS contracts.
  • Counsel to Air Tailor,retail technology start-up, in connection with their pilot and technology SaaS licenses with major luxury brands.
  • Counsel to Thirstie, a start-up beer, wine and liquor delivery service which offers an enterprise solution for alcohol brands, in connection with their pilot and multi-million dollar commercial enterprise agreement with the world’s leading distributor of premium spirits brands to act as an e-commerce provider for their on-demand, direct-to-consumer business.
  • Represented media company AMC Networks in connection with digital content licenses with various cloud and application providers for content, including Mad Men and The Walking Dead.
  • Represented EveryDay Health, a media company and online content provider, in connection with both an Emmy-Nominated broadcast television series agreement which aired on ABC Television Network, and a content channel distribution agreement with YouTube for original programming.

SPEAKING ENGAGEMENTS

"Customer Acquisition: B2B," Retail X Series, September 19, 2017

"Dolphin Tank NYC: Fashion Tech," Springboard Enterprises, September 14, 2017

"What's Trending at the Intersection of Technology + Agencies + Brands + Publishers?" AdThink, August 1, 2017

"Retail Technology Agreements and Branding: What You Need To Know," XRC Labs, July 24, 2017

"Proximity Marketing," TrendSeeder and Davis & Gilbert TrendSense Panel, July 11, 2017

"A Marketer's Guide to Internet of Things Legal Issues," MediaPost's Internet of Things Marketing Forum, May 18, 2017

"Social Media Influencers," TrendSeeder and Davis & Gilbert FashionSense 360 Panel, April 26, 2017

"Earning Followers: Influence Marketing, False Advertising and the Federal Trade Commission," Federal Bar Association's Fashion Law Program, February 10, 2017

"Beyond the Second Screen," New York State Bar Association Intellectual Property Section Program: The Future of Intellectual Property, November 10, 2016

"What's Trending in Tech & Advertising," AdThink, October 20, 2016

"Native Advertising – and the Law," Conference Board's 2016 Annual Brand Conference, June 9-10, 2016

"Social Media and Native Advertising Rules of The Road," Harvard Business School Startup Studio, June 6, 2016

"Mobile Communication Platforms are Exploding: Not Just A Snapchat Phenomenon," M1 Summit, May 17, 2016

"Native Advertising: Can Marketers be Content Creators?" Davis & Gilbert Advertising, Marketing & Promotions Seminar, March 15, 2016

"Social Media and the Law," Made in NY Media Center by Independent Filmmaker Project Lunch & Learn, February 22, 2016

Protecting Your Branded Content," ad:tech New York, November 5, 2015

"Consumer Rights and User-Generated Content," Chute Webinar, October 20, 2015

(Un)Truth in Advertising: Bots, Hidden Ads and Viewability," ad:tech San Francisco, May 20-21, 2015

"The Anatomy of the Wearable Revolution," M1 (Mobile First) Summit, May 19, 2015

"Identity in Social and Digital Channels," Bloomberg BNA Webinar, April 8, 2015

"Drawing a Line in the Sand: Regulation and Content Marketing," MediaPost’s Content Marketing Insider Summit, March 25-28, 2015

"Crossing the Line? Emerging Trends in Native Advertising," New York State Bar Association's Advertising Law Committee CLE Program, March 12, 2015

"The Risks and Rewards of User-Generated Content," Chute's Customer Event, February 11, 2015

PUBLICATIONS

Co-Author, "FTC Brings First Ever Enforcement Action Against Individual Social Media Influencers; Updates Warnings and Guidance for Influencers and Marketers," D&G Advertising, Marketing & Promotions Alert, September 2017

Co-Author, "The Blessing and Curse of Proximity Marketing," MarketingDIVE, August 31, 2017

Co-Author, "FTC Tells Influencers to Disclose Connections on Social Media," D&G Digital Media, Technology & Privacy Alert, April 2017

Co-Author, "Native Advertising Faces Growing Regulatory," 2017 Trends in Marketing Communications Law

Co-Author, "Regulators Address Consumer Trust, Choice and Safety In Digital Marketing," 2017 Trends in Marketing Communications Law

Co-Author, "Influencer Campaigns See Increased Scrutiny," 2017 Trends in Marketing Communications Law

Author, "Cross-Device Tracking And Consumer Protection: Is There More To The Story?" AdExchanger, February 27, 2017

Co-Author, "FTC’s New Staff Report Applies Privacy Principles to Cross-Device Tracking," D&G Digital Media, Technology & Privacy Alert, February 2017

Co-Author, "Regulators and Watchdogs Continue to Focus on Disclosure Obligations," D&G Advertising, Marketing & Promotions Alert, October 2016

Co-Author, "Can Advertisers Still Be Content Creators?" iMedia Connection, June 16, 2016

Co-Author, "Beware, TV Companies: Regulators Are Watching More Than Your Shows," The Wrap, April 20, 2016

Co-Author, "Regulators Scrutinize Social Media Campaigns," D&G Advertising Law: 2015 Lessons Learned & 2016 Practical Advice

Co-Author, "Regulators Continue to Focus on Native Advertising Practices," D&G Advertising Law: 2015 Lessons Learned & 2016 Practical Advice

Co-Author, "Regulators Seek to Protect Users' Information in an Ever Increasing Mobile Universe," D&G Advertising Law: 2015 Lessons Learned & 2016 Practical Advice

Co-Author, "Marketers Must Heed New FTC Native-Ad Guidelines," cmo.com, March 31, 2016

Co-Author, "FTC Brings First Action Alleging Deceptive Native Advertising Practices," D&G Advertising, Marketing & Promotions Alert, March 2016

Co-Author, "Three Recent Developments in Native Advertising from the FTC, MMA & OBA," D&G Advertising, Marketing & Promotions Alert, January 2016

Co-Author, "Blurred Lines No More: The Regulators Are Going Native In 2016," MediaPost, December 31, 2015

Co-Author, "Regulatory Matters: What Native Advertisers Need To Know," cmo.com, July 14, 2015

Co-Author, "Automobile Shipment Broker Settles with FTC Over Charges that It Misrepresented Online Customer Reviews," D&G Advertising, Marketing & Promotions Alert, March 2015

Co-Author, "Navigating a Changing Social Media Landscape," D&G Advertising Law: 2014 Lessons Learned & 2015 Practical Advice, Winter 2015

Author, "Native Advertising Content Continues to Permeate as Disclosure Standards Evolve," D&G Advertising Law: 2014 Lessons Learned & 2015 Practical Advice, Winter 2015

PRESS

Quotes, MediaPost, "IoT Legal Issues: It's All About The Data," by Chuck Martin, May 19, 2017

Quoted, Glossy Magazine, "The Evolution of the FTC's Influencer Marketing Guidelines, Explained," by Hilary Milnes, April 27, 2017

Mentioned, Loyalty360, "Digital Fraud Threatens the Customer Engagement of Online Advertisers," May 27, 2015

Quoted, MediaPost, "Content Is Still King, If It's Done Right," by Tanya Gazdik Irwin, March 27, 2015

Quoted, MediaPost, "Church & Regulatory State: Content Marketers Should Self-Regulate First," by Joe Mandese, March 26, 2015

Quoted, MediaPost, "Native Ads: Thumbs Up, Or Thumbs Down?" by Eric Sass, March 1, 2014

Quoted, NPR, All Things Considered, "A Real-World Connection Between Video Games and Guns," by Sami Yenigun, April 29, 2013

Quoted, MediaPost, "Email Marketers Need To Focus On Privacy Compliance," by David Goetzl, April 26, 2012

Quoted, Mobile Marketer, "Industry Execs Speak Out on Future of Mobile," by Jordan Crook, August 27, 2009

PROFESSIONAL MEMBERSHIPS/AFFILIATIONS

New York State Bar Association, Entertainment and Arts Law Section,
New York City Bar Association
The Copyright Society of the U.S.A.
Social Media Society, Advisory Board Member

BAR ADMISSIONS

New York
New Jersey
U.S. District Court, Southern and Eastern Districts of New York

EDUCATION

Benjamin N. Cardozo School of Law, J.D., 2000
Boston University, B.A., 1997


The Legal 500 - The Clients Guide to Law Firms