Meryl Bernstein

Partner, Hogan Lovells

Whether it's the next commercial or strategic transaction, reshaping supply or distribution relationships, or executing new technology and distribution platforms, Meryl Bernstein partners with clients to bring practical solutions in real time. Meryl is the co-head of the firm's global Retail, Consumer Products, and Fashion group and the co-head of the Transactional group within the Intellectual Property, Media, and Technology practice group.

Meryl brings her extensive skills in e-commerce and technology transactions to help global fashion, beauty, internet, and software firms with a range of technology, marketing, and complex commercial matters from supply chain, distribution, licensing, and promotional arrangements. Meryl also advises consumer-facing brands on matters including social media campaigns, influencer marketing sweepstakes and promotions.

Meryl guides her clients through large-scale change as they expand into new markets or business lines advising on licensing agreements, manufacturing, logistics, distribution and other key commercial arrangements. She navigates clients as they digitize traditional products, launch new product lines, commence new partnerships with technology providers, and incorporate new technologies into their business. Meryl has a wealth of experience working alongside our mergers and acquisitions team. She advises companies on the IP aspects of corporate transactions and handles the business-critical commercial arrangements that are attendant to a transaction, including transition services, supply and licensing arrangements. needed to keep a business running throughout an acquisition or divestiture.

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Dealing with social media influencers—US

Practice Notes

This Practice Note is aimed primarily at brands wishing to engage with influencers (or other talent) for social marketing campaigns and advertising promotions in the US.OverviewSocial media influencers have become ubiquitous as a tool for modern marketing, shaping how brands communicate their message to consumers across industries—from fashion and beauty to technology, politics, and economics. Creator‑driven advertising continues to surge, with US annual creator‑economy ad spend estimated at USD37.1 billion last year and forecasted to reach USD43.9 billion by 2026. As the influencer market has matured, so too have the US regulatory guardrails surrounding it, with the Federal Trade Commission (FTC) playing an increasingly active role in defining the rules of engagement.The FTC regulates influencer marketing primarily under its authority to prohibit unfair or deceptive acts or practices in or affecting commerce. To explain how these principles apply in the influencer context, the FTC issued updated guidance directed to both influencers and the companies that engage them, including the Endorsement Guides and Disclosures 101 for Social Media Influencers. Together,

TMT