Bulgaria: avoiding legal ‘gotchas’ in your next marketing campaign

Businesses have relied on marketing campaigns (including special offers and games) for decades to popularise their services and products. In these efforts, the end consumer has always been the target and the source of success. With the dramatic increase of digital technologies, it has become an expected trend for organisations to use their websites, social media and other online sources to achieve higher sales. Bulgaria is no exception to this trend. Due to the influence of the dynamic environment and the golden rule to ‘be the first’, there is a tendency among companies in Bulgaria to speed up such campaigns and neglect what should be a core part of them, namely their legal structure. This in turn can create a risk of potentially serious unintended breaches. There are many good reasons why Bulgarian companies should consider the legal side before launching new online marketing campaigns.

Why? An online marketing campaign often includes the assistance of an advertising agency, the use of personal data (e.g. names, email addresses and addresses of consumers), prizes, the use of photos subject to copyrights and the use of the company’s trademarks and those of its campaign partners, to name just a few aspects. The aforementioned matters are regulated by various laws…

Click on the link below to read the rest of the Schoenherr briefing.

Sign in or Register to continue reading this article

Sign in


It's quick, easy and free!

It takes just 5 minutes to register. Answer a few simple questions and once completed you’ll have instant access.

Register now

Why register to The Lawyer


Industry insight

In-depth, expert analysis into the stories behind the headlines from our leading team of journalists.


Market intelligence

Identify the major players and business opportunities within a particular region through our series of free, special reports.


Email newsletters

Receive your pick of The Lawyer's daily and weekly email newsletters, tailored by practice area, region and job function.

More relevant to you

To continue providing the best analysis, insight and news across the legal market we are collecting some information about who you are, what you do and where you work to improve The Lawyer and make it more relevant to you.

Briefings from Schoenherr

View more briefings from Schoenherr

Analysis from The Lawyer

  • bulgaria car

    Motor drive: Bulgaria special report

    Bulgaria is a vibrant car components and business process outsourcing centre, while its IT and telecoms sectors are catching the eye of investors too.

  • Austria firms

    Austria – Out of the darkness

    Regulators are ramping up the pressure in the aftermath of recession, leaving firms to compete for compliance and restructuring work


Schottenring 19
1010, Vienna

Turnover (€m): 66.60
Jurisdiction: Austria