Dan Smith

As head of our advertising law team, Dan Smith helps clients to:

• push creative boundaries, while managing legal and reputational risk
• implement clearance programs ensuring marketing compliance and effectiveness across all media
• maximise the benefits of sponsorship, brand ambassador and influencer arrangements
• conclude worldwide, regional and local media and creative agency agreements with the minimum of fuss and adopting best practices on issues such as generative AI, AVBs, brand safety, data protection and ad targeting
• resolve advertising disputes and regulatory investigations quickly, commercially and in a way which limits brand damage
• challenge competitor marketing and comparative advertising to protect market share

Compliance and contracts are often seen as an obstacle to creativity in media, advertising and sponsorship. Dan uses years of experience working with media owners, rights-holders, agencies and some of the world's biggest brands, to help smooth the process, shaping deals and clearing materials so that they meet creative and commercial objectives, while minimising risk.

Dan's in-depth knowledge of the industry and his ability to provide clear, no nonsense recommendations, within even the tightest creative or print deadlines, make him the person to call with any advertising, marketing, sponsorship or media query.

"It's been a huge privilege for me over my 25 years at the firm to work with great people on some brilliant creative work, far too many to list here. I've also been lucky enough to work on projects close to my heart outside of work, including climate change and the green transition, electric vehicles, global sports properties like the Olympic Games and some of the biggest names and events in sport and entertainment."

Recognition

Dan leads the Gowling WLG advertising law team, number 1 ranked for Media: Advertising & Marketing in Legal 500 2025

"Dan Smith is an absolute specialist in advertising law, a real expert in the area"
Chambers 2024 (14 years ranked)

Dan is one of the ten experts ranked as a Leading Partner for Media & Entertainment
Advertising & Marketing in Legal 500 2025

Highlights

• Advising high profile brands, across sectors, on how they can make compliant environmental claims, avoiding greenwash (from electric vehicles to packaging innovation to regenerative farming)
• Working with creative people, at the cutting edge of technology, to exploit opportunities and limit risks associated with generative AI, digital media and more
• Collaborating with a fantastic team of lawyers across Gowling WLG offices and beyond on international advertising and promotions clearance
• Watching the Mayor of London holding aloft the host city contract I advised on, at the moment London was awarded the 2012 Olympic Games
• Advising on the organisation of my favourite festival (even if it meant turning up on the farm in a suit)
• Helping Oxfam to successfully defend complaints about its climate change advertising
• The day I spent advising on gravy advertising and darts sponsorship (which felt closer to my roots than anything I've done before or since).