Mark Goodrich

Background

About Mark Goodrich

I am a marketing, regulatory, and product counseling attorney in Perkins Coie's Trademark, Copyright, Internet, and Advertising group. I advise clients on a variety of regulatory compliance matters and help brands navigate complex state, federal, and local regulatory and consumer protection requirements. My 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, artificial intelligence, media purchasing, native advertising, and other Federal Trade Commission (FTC) rules and guidelines. I also routinely draft rules for contests, sweepstakes, and related games and provide counsel on how to structure promotions to comply with state and federal laws. Further, I advise on gambling and gaming regulatory compliance issues, including licensing and compliance requirements related to sports betting, fantasy sports, and online gambling.In addition to my counseling practice, I regularly draft and review various commercial agreements, including ad agency agreements, co-branding agreements, media purchase/IAB agreements, affiliate terms, celebrity endorsement agreements, media and publicity releases, ambassador and social media influencer agreements, and other non-standard agreements addressing specific brand initiatives. I also frequently draft and review terms related to rewards/loyalty programs, gift cards, and other promotional programs.Before law school, I worked in advertising and brand management for a large consumer goods company, where I managed product promotions and collaborated with an advertising agency to develop creative executions. Through this experience and my legal practice, I have gained perspective on the unique needs of marketers and product teams, both legal and otherwise. I am focused on providing practical guidance, valuable brand protection, and risk mitigation practices to help clients accomplish goals and avoid challenges from regulators, consumers, and competitors.