Advertisement law services
Support for brand owners, advertisers, agencies and publishers from concept review through publication and dispute response.
Campaign clearance
We review scripts, storyboards, packaging, landing pages and social content before release. Provide the intended audience, media, territories, launch date and final creative versions. Our review identifies claim, disclosure and rights issues and proposes revisions; any required regulatory approval remains a separate step.
Claims and substantiation
We assess express and implied claims against the supporting material. Provide full test reports, survey methods and proposed wording. Quantified performance, leadership, health, safety and price claims need particular attention to whether the evidence supports the product, conditions and impression actually advertised.
Comparative advertising
We review comparisons with identifiable competitors, including demonstrations, prices and superiority claims. Supply current comparator products, test conditions, data and proposed visuals. The review considers accuracy, fairness, omitted qualifications and associated trade mark or disparagement concerns.
Influencers, endorsements and reviews
We advise on paid collaborations, testimonials, sponsorship disclosures and review practices. Provide the commercial arrangement, benefits supplied, content and publishing format. Agreements should address truthful experience, sponsorship identification, approval, monitoring and correction duties.
Prices, promotions and subscriptions
We review discount campaigns, bundles, competitions, free claims and recurring-payment journeys. Supply eligibility conditions, fees, stock assumptions, cancellation arrangements and full terms. Material conditions should be assessed across the customer journey, with separate checks for sector and territory restrictions.
Creative rights and brand clearance
We assess proposed marks, slogans, photographs, music, footage and identifiable individuals. Provide licences, releases, agency contracts and asset provenance. Permissions should cover the intended channels, territories, duration, adaptation and reuse, including content sourced from digital libraries.
Environmental claims
We assess the evidence and scope behind claims such as recyclable, sustainable or carbon neutral. Supply methodologies, certifications, boundaries and limitations. A specific product feature should not be presented as an unsupported claim about the whole product or business.
Children and regulated products
We identify additional review needs for campaigns directed at children or involving food, health, financial and other regulated products. Provide audience profiles, placement plans, targeting criteria and product authorisations. Applicable approvals, restrictions and sector rules require individual assessment.
Digital and AI-generated advertising
We review native advertising, synthetic imagery, virtual endorsers and platform campaigns for claims, rights and presentation risks. Supply the creative workflow, source permissions and disclosure plan. Platform acceptance should not be treated as independent legal clearance.
Agency contracts and governance
We assist with agency, production, sponsorship and influencer contracts and internal approval procedures. Work includes allocating clearance duties, documenting usage rights, managing changes and establishing escalation processes. Provide the brief, deliverables, contracting parties and existing templates.
Complaints and disputes
We assess competitor complaints, regulatory correspondence and allegations of misleading advertising or brand imitation. Preserve published material, dates, placements and evidence supporting claims. Advice may include responses, corrections, negotiations, complaints or appropriate proceedings, depending on the facts and forum.
International campaign coordination
We help adapt Pakistan campaigns for overseas markets and foreign campaigns for Pakistan. Territory-by-territory review identifies local rules, industry codes and platform requirements. Overseas advice is coordinated with qualified local counsel; a single clearance should not be assumed to cover every country.
Pakistan legal framework
Section 10 of the Competition Act, 2010 addresses deceptive marketing. Campaign review may also engage trade mark and copyright law, applicable consumer-protection legislation and sector or media-specific requirements. Product, audience, channel and territory determine the additional checks needed.
The Competition Commission’s guidance addresses misleading information and the basis for advertised claims. The communication and its evidence should be considered together, rather than relying on a disclaimer alone.
CCP deceptive marketing guidance →Global standards and market-specific rules
There is no single worldwide advertising law. International benchmarks complement, but do not replace, applicable Pakistan requirements. Foreign rules and codes must be assessed within their respective remit.
ICC Advertising and Marketing Communications Code
The 2024 ICC Code is a global self-regulatory benchmark for responsible marketing, including truthful communications, identifiable advertising, environmental claims and technology-enabled marketing. It is not, by itself, Pakistani legislation.
Read official guidance →United Kingdom: CAP and ASA
For non-broadcast advertising within the CAP Code’s remit, misleading-advertising rules address the overall impression, evidence for objective claims and qualifications. Broadcast campaigns require separate review under the applicable framework. UK rules are market-specific.
Read official guidance →United States: FTC
FTC advertising and endorsement guidance is relevant to campaigns within US jurisdiction. Material brand relationships need clear disclosure and endorsements should reflect genuine experience. Disclosures must be assessed in the format used; platform labels should not automatically be assumed sufficient.
Read official guidance →For other markets, the review identifies the relevant regulator, industry code and local counsel. References reviewed on 23 September 2026; check the applicable version when instructing a campaign.
Campaign review process
- Define products, audiences, media, territories and deadlines.
- Identify claims, comparisons and third-party materials.
- Review evidence, rights, disclosures and local requirements.
- Return prioritised comments and proposed changes.
- Review final versions and record approvals and permissions.
- Monitor publication and address complaints or material changes.
What to send for review
- Campaign brief, markets, media plan and launch schedule
- Scripts, artwork, storyboards, landing pages and social drafts
- Testing, surveys and full reports supporting claims
- Comparator material and comparison methodology
- Influencer, agency, production and sponsorship agreements
- Asset licences, permissions and talent releases
- Offer terms, prices, fees, eligibility and cancellation conditions
- Authorisations, complaints and regulatory correspondence
Frequently asked questions
Does the ICC Code replace Pakistan law?
No. It is an international benchmark. Applicable Pakistan legislation and sector requirements must be assessed separately.
When should a campaign be reviewed?
Ideally while claims and creative choices can still be changed. Material changes to the product, evidence, audience, market or presentation may require further review.
Can a disclaimer cure a misleading headline?
A disclaimer should not be assumed to cure the overall impression. Headline, visuals, evidence and qualifications need assessment together in the actual format.
Can we compare our product with a competitor?
The proposed comparison requires individual review, including accuracy, substantiation and intellectual-property issues. Legal acceptability should not be presumed.
Does one clearance cover every market?
No. A common brief can support coordinated review, but applicable local rules and codes differ. Identify the required countries and media at the outset.