Areas of Focus
“To give the best advice possible, I learn everything I can about a client’s business, and then craft solutions that sit in the sweet spot between achieving business goals and managing legal risk.”
Overview
Louis DiLorenzo brings an industry perspective to helping clients develop creative, enduring advertising and marketing campaigns. He counsels some of the most innovative and storied brands, agencies, and media companies on issues that may put advertisers and campaigns at risk, including false advertising, intellectual property, and industry-specific laws and regulations.
As a former advertising industry professional, Louis understands how the strategies that inspire campaigns can also inform legal outcomes. Clients rely on his advice and instincts throughout the concepting process. He often serves as an informal sounding board as they test ideas and consider applications. Combining experienced judgment with a passion for the industry and a sense of humor, Louis immerses himself in each client’s business to help them distinguish real risks from theoretical ones and move projects forward with confidence.
While Louis works with a wide range of brands and industries, he has a particular focus on the alcoholic beverage sector. With his up-to-the-minute information and analysis of risk “hot spots,” clients navigate constantly changing laws and regulations in all 50 states. Louis also counsels businesses in other highly regulated industries, including automotive, tobacco, CBD, marijuana, food and beverage, and sports betting.
Whether he is digging deep into vehicle specifications for a car campaign or mastering the science behind toothpaste, Louis is committed to understanding the key facts as well as the legal complexities to provide tailored, actionable advice. He also leverages his knowledge of pricing strategy to help retailers advertise discounts and sales in a way that maximizes revenue and perceived savings while appropriately mitigating legal risk.
In addition to his advertising and marketing work, Louis maintains an active pro bono practice focused on immigration issues.
Representative Experience
Representing a global beer manufacturer in advertising and alcoholic beverage-specific matters, including counseling the brand and its advertising agencies, preparing terms for consumer offers, reviewing creative and promotional concepts and establishing policies for compliance with state-specific alcoholic beverage trade practices and tied-house laws.
Advising a global media company regarding policies for accepting advertisements for products in various highly regulated industries, including alcohol, marijuana, CBD, sports betting, cryptocurrency and e-cigarettes.
- Working with a top advertising agency and its global automotive client to ensure that all advertising, marketing, promotion, talent, production, music and related activities, materials and programs are legally compliant throughout the world, while providing all necessary agreements and transactional support.
Helped a publishing company develop specific advertising claims against a leading competitor based on the results of a study we created, which evaluated the performance and customer satisfaction of one of their products.
Represented a multinational consumer health company in an advertising challenge brought before the NAD by a major consumer goods company, regarding the client's dietary supplement product. Achieved victory for our client by demonstrating that the core product efficacy claims were fully substantiated.
Insights + Events
- Event Practising Law Institute (PLI) | One-Hour Briefing | What’s New in Advertising for Highly Regulated Industries
January 7, 2025
- Alert Elon Musk, a Sweepstakes and Law Enforcement: Why Marketers Should Care
October 30, 2024
- Event NECANN | The New York Cannabis and Hemp Convention
October 26, 2024
- Press Mention LBB | Elon Musk Is Suing the WFA – So What?
August 9, 2024
- Alert StubHub Sued by D.C. Attorney Over Alleged “Convoluted Junk Fee Scheme”
August 1, 2024
- Alert California to Require Registration for Cause Marketing Campaigns
May 2, 2024
- Event Practising Law Institute (PLI) | One-Hour Briefing | Advertising Law 101
April 16, 2024
- Balancing Compliance and Creativity in Regulated Industries Law360 | A New Push To Clear Up Marijuana’s Foggy Legal Status
March 7, 2024
- Event Practising Law Institute (PLI) | One-Hour Briefing | Cosmetic and Dietary Supplement Product Advertising
March 4, 2024
- Buy Now: Avoiding the Pitfalls of Online Retailing Law360 | Retailers Must Be Mindful of Sale Ads as Class Actions Rise
February 21, 2024
- View More
Credentials
Education
- Georgetown University Law Center (J.D., cum laude, 2014)
- New York University (B.A., cum laude, 2010)
Distinctions
- Legal 500 United States® “Recommended Attorney” 2023, Advertising and Marketing: Transactional and Regulatory
- Legal 500 United States® "Next Gen Partner” 2024, Advertising and Marketing: Transactional and Regulatory
- Legal 500 United States® "Recommended Attorney” 2024, Intellectual Property: Copyright
Bar Admissions
- New York
Court Admissions
- U.S. District CourtSouthern District of New York
- U.S. District CourtEastern District of New York
Associations
Member, Davis+Gilbert Technology Committee
Member, Davis+Gilbert Wellness Committee