Jurisdiction(s):
United Kingdom

Related legal acts

Key definition

Advertising definition

What does Advertising mean? Advertising, in legal practice, describes any communication by a trader intended to promote the supply or transfer of products (goods, services, digital content). Across England & Wales, Scotland and Northern Ireland, legislation implementing the EU regime on misleading and comparative advertising (notably the Business Protection from Misleading Marketing Regulations 2008) defines advertising broadly as any form of representation made in connection with a trade, business, craft or profession to promote the supply of goods or services, including immovable property, rights and obligations. In Ireland, equivalent implementing measures adopt a materially similar definition; usage is broadly consistent across the...

Online brand protection in the UK: portfolio strategy, monitoring and enforcement against marketplaces, social platforms and ISPs; notice and take-down, evidence, AI tools, and post‑Brexit/DSA hosting defences

Published by a LexisNexis IP expert

Practice notes

Having an online presence is essential for most brands.

Most brands now market and sell online, either through their own sites or via marketplaces like eBay and Amazon. They may boost visibility with key word advertising and maintain social profiles on Instagram, Facebook, X (formerly Twitter), YouTube or TikTok, often collaborating with influencers to build recognition. To safeguard reputation and make effective use of these channels, it is vital that IP rights are properly secured and enforced. As a result, a dedicated online brand protection strategy is indispensable for any business operating on the internet.

This Practice Note provides guidance for brand owners developing an online protection plan. It highlights the key online risks-such as IP infringement and reputational harm-and proposes practical steps to address them. It outlines approaches to brand protection, portfolio management, compliance and ongoing monitoring. It also examines potential legal routes against individuals, online marketplaces and internet service providers (ISPs). In addition, it details the various notice and take-down procedures available from well-known online marketplaces and social...

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Web page updated on 26/05/2026

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