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

In the entertainment field, Mr. Lalla represents and counsels a wide array of entertainment and media companies, cable companies, luxury brands, producers, production companies, and individual talent such as writers, producers, directors, musicians, and other talent.  He has extensive experience negotiating production and distribution agreements for scripted and non-scripted reality television series and motion pictures (both in the United States and abroad), acquisition agreements, co-finance and co-production agreements, format rights and license agreements, digital content production agreements for branded and unbranded content, and product placement and product integration agreements. 

In the advertising field, Mr. Lalla's practice involves counseling the leading advertising agencies and their holding companies, media buying agencies, social media and digital agencies, and advertisers in negotiating complex agreements, including agency-client agreements, and agreements with respect to public relations, co-marketing, strategic alliance, sponsorship, barter, trade credit, media planning and buying, talent (both union and non-union), and a variety of publishing agreements including collaboration, publisher, and literary representation agreements.  He has also negotiated a variety of video game agreements including in-game advertising placement and development agreements, and has counseled video game publishers with respect to in-game copyright and other intellectual property clearance matters.  He also has considerable experience in negotiating a variety of new media and technology agreements, including digital content, music licensing and distribution, as well as interactive and wireless agreements including mobile SMS and WAP agreements, software, hardware, and other technology related licenses.

Mr. Lalla also counsels clients with respect to rights of privacy and publicity, behavioral targeting and data security issues, website and social media terms and conditions and privacy policies, review of advertising copy including for regulatory, endorsement, false advertising, and intellectual property issues, sweepstakes and contests and other complex domestic and international promotions. In addition, he has considerable experience in marketing, branding and licensing of copyrights and trademarks, as well as the clearance, protection and registration of trademarks and copyrights.  He has represented clients in the entertainment, fashion, luxury goods, pharmaceutical and financial services industries. 

Mr. Lalla has been recognized by The Legal 500 United States for his knowledge in the area of advertising and marketing. In addition, he has been selected as a Rising Star by New York Metro Super Lawyers (2013-2016). Prior to joining Davis & Gilbert, he was the Director of Business and Legal Affairs at Lifetime Television. He was also previously an associate at Fross Zelnick Lehrman & Zissu, P.C. and Cowan Liebowitz & Latman.

REPRESENTATIVE ENGAGEMENTS

  • 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.
  • One of the lead transactional attorneys who handled the intellectual property and music licensing due diligence in connection with the acquisition of MySpace by leading advertising network Specific Media.
  • Represented a famous ballet company and its principal dancers in connection with the production and development of a reality television series.
  • Represented a well known writer in connection with a ten-part documentary series development agreement with Oliver Stone's production company and a publishing agreement with Simon & Schuster.
  • Represented Harris Publishing, a leading magazine publisher, in negotiating an interactive agreement with 1633, S.A., a French mobile entertainment company, with respect to the licensing and distribution of branded content via mobile distribution and promoted on a cross-platform basis.
  • Represented international magazine publisher Maxim in the negotiation and drafting of a satellite radio channel production and license agreement with Sirius Satellite Radio.
  • On behalf of famous beer advertiser, negotiated and drafted a television license and media purchase agreement for a sports awards show with a major television studio, and negotiated production agreement for the production of the program.

SPEAKING ENGAGEMENTS

"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’s New Staff Report Applies Privacy Principles to Cross-Device Tracking," D&G Digital Media, Technology & Privacy Alert, January 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

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


REPRESENTATIVE ENGAGEMENTS

  • 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.
  • One of the lead transactional attorneys who handled the intellectual property and music licensing due diligence in connection with the acquisition of MySpace by leading advertising network Specific Media.
  • Represented a famous ballet company and its principal dancers in connection with the production and development of a reality television series.
  • Represented a well known writer in connection with a ten-part documentary series development agreement with Oliver Stone's production company and a publishing agreement with Simon & Schuster.
  • Represented Harris Publishing, a leading magazine publisher, in negotiating an interactive agreement with 1633, S.A., a French mobile entertainment company, with respect to the licensing and distribution of branded content via mobile distribution and promoted on a cross-platform basis.
  • Represented international magazine publisher Maxim in the negotiation and drafting of a satellite radio channel production and license agreement with Sirius Satellite Radio.
  • On behalf of famous beer advertiser, negotiated and drafted a television license and media purchase agreement for a sports awards show with a major television studio, and negotiated production agreement for the production of the program.

SPEAKING ENGAGEMENTS

"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’s New Staff Report Applies Privacy Principles to Cross-Device Tracking," D&G Digital Media, Technology & Privacy Alert, January 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

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