Zoe Pearman

Zoe Pearman is a Principal Associate at Gowling WLG, specialising in advertising, marketing and intellectual property law. She advises local and international clients across a range of sectors — including retail, food and beverage, and automotive — on all aspects of advertising regulation and IP rights.

Zoe's advertising practice encompasses the full spectrum of marketing law. She regularly advises household-name brands on copy clearance, greenwashing and environmental claims, promotional marketing, sponsorship agreements, influencer marketing policies, and the submission and defence of complaints before the Advertising Standards Authority. She also has significant experience coordinating multi-jurisdictional marketing advice, working with specialist advertising lawyers across the globe to deliver consistent, commercial and high-quality guidance to clients operating in multiple markets.

Zoe was heavily involved in the firm's brand and advertising support to a major international sporting event, including acting as a Brand Protection Officer implementing an anti-ambush marketing strategy during the event. She has also spent time on secondment with a leading automotive manufacturer, supporting its marketing team on high volumes of sponsorship and endorsement contracts.

Beyond advertising, Zoe advises clients across the full range of IP rights, but has a particular interest in trademarks, designs and copyright. Zoe regularly acts for clients in relation to a wide range of contentious and non-contentious IP matters. Her practice includes trade mark and design infringement disputes, the drafting and negotiation of assignment and licensing agreements, and assisting on the intellectual property aspects of corporate transactions.

Zoe is a regular writer and speaker on topical issues in IP and advertising law, with a particular focus on greenwashing, digital marketing, and the impact of new consumer protection legislation on brand communications.

Zoe was individually named as a Leading Associate in Media: Advertising & Marketing in Legal 500 UK 2025.